Retail Brand Research Articles

SWOT Analysis of Shein’s Marketing Strategy

Shein, a Chinese online retailer brand, ​​grew tremendously during the COVID-19 pandemic and becomes a phenomenal company. The company experienced rapid acceleration during the pandemic, reaching a peak in 2021. The paper examines the marketing aspects of Shein's success as an emerging online fashion retailer. Using the SWOT analysis method and incorporating evidence from media press and research, this paper studies the strength side of the company such as its affordable price, segmenting the right target market and successful marketing strategy, its weaknesses in terms of its delivery services, market opportunities created by the COVID-19 pandemic, as well as threats within the fast-fashion industry due to the fierce competitions and the company’s poor performance on ESG. The paper offers recommendations for increasing the transparency of the supply chain and workforce, establishing a sustainability plan, developing a premium version of the brand, and a shift in Shein's public image with Shein's desire to go public in 2022.

What is a retail brand - a systematic review of terms and definitions

PurposeAlthough many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.Design/methodology/approachThrough a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.FindingsSemantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.Originality/valueNoting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.

Post-Pandemic Marketing Challenges and Strategies

The objective of this project is to identify major obstacles retail marketers faced since the COVID-19 pandemic, and which methods can be identified as the “future of marketing” for the post-pandemic environment. An in-depth analysis of retail brands, insightful surveys, and consumer trends has been conducted. From this method, four major challenges have been identified. First, a change in overall safety guidelines that force companies to comply with new health and safety standards, including limiting in store capacities, was inevitable. Second, unforeseen shifts in demand left manufacturing companies struggling to keep up. Third, a change in general industry standards has caused brands to do away with conventional retail theory. Lastly, the threat of e-commerce giants makes it difficult for small businesses to compete. Four key marketing strategies have been identified in order to adapt to the post- pandemic environment as well.

Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world

ABSTRACT The aim of this study was to examine the role of “avatar” in the metaverse, specifically, by exploring how appearance similarity with an avatar affects virtual product purchase intention, which is mediated by self-congruence and flow. Further, this study also attempted to find how human behavior in the virtual world could affect behavior in the real world. An online survey was administered to a total of 164 users of a popular South Korean metaverse platform ZEPETO. The findings indicated that the appearance similarity with the avatar influenced virtual product purchase intention, and this relationship was fully mediated by avatar-self congruence and flow. This study also found that virtual product purchase intention could influence real product purchase intention. Based on these findings, it is suggested high-quality avatar customization is critical for users, and retail brands can utilize metaverse as a new marketing tool and as a testbed for new products.

The retailer's brand promotion strategy under competition: The impact of supply uncertainty

While retailers are committed to promoting product brands to increase sales quantity and brand visibility, retailers are exposed to supply uncertainty. Therefore, we explore the brand promotion strategies of retailers in a competitive model. We then investigate the decision model under three different brand strategies and explore the equilibrium outcomes of stakeholders under supply uncertainty. In addition, we analyze and discuss social welfare under different scenarios. The results show that when the promotion cost is high (i.e., the cost effect dominates the market expansion effect), neither retailer promotes the product brand. When the promotion cost is low (i.e., the market expansion effect dominates the cost effect), both retailers tend to promote the product brands. When the promotion cost and market expansion match each other, only one retailer promotes the product brand becomes the equilibrium strategy. It is worth noting that when both retailers promote the product brand, the retailer falls into a prisoner's dilemma. In addition, we find that the supply uncertainty level diminishes the cost affordability and the motivation of retailers to promote the product brands. Interestingly, the supply uncertainty level reduces the possibility of retailers being in a prisoner's dilemma. Besides, market expansion (supply uncertainty) contributes to improving (diminishing) social welfare.

An integrated model of retail brand equity: the role of consumer shopping experience and shopping value

An integrated model of retail brand equity: the role of consumer shopping experience and shopping value

Consumer-brand Relationships with AI Anthropomorphic Assistant: Role of Product Usage Barrier, Psychological Distance and Trust

ABSTRACT Human likeness in technology (i.e. AI anthropomorphic assistants) continues to transform and build relationships with consumers today. This study aims to examine the role of product usage barrier, psychological distance, and trust between physical AI anthropomorphic assistants and consumers to build brand relationships in the retail sector. Data was collected through a questionnaire from Indian consumers, and was analyzed, using the AMOS and SPSS PROCESS macro. The findings reveal that both product usage barriers and psychological distance do mediate the relationship between AI anthropomorphic assistants and consumer-brand relationships, while trust plays the role of a moderator. These findings are unique, and could assist retail managers in leveraging AI anthropomorphization of retail brands as part of building effective relationships with their consumers. We believe that the brands stand to benefit when retail managers make AI anthropomorphization an integral part of the retail experience.

Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship.

Does Online-offline Brand Image Consistency Influence Brand Relationships? Empirical Research on Retail Brands

Does Online-offline Brand Image Consistency Influence Brand Relationships? Empirical Research on Retail Brands

PRIVATE LABELS У РОЗДРІБНІЙ ТОРГІВЛІ: СУТНІСТЬ, ВИДИ ТА РЕГІОНАЛЬНІ АСПЕКТИ РОЗВИТКУ

The article provides the essence of the concept of "own trademark" (Private Label) clarification, taking into account its use as a tool of competitive struggle of both traditional trade and e-commerce subjects. The active development of e-commerce expands the possibilities of Private Label using. The number of products under Private Labels on online platforms can be measured in thousands of units. A comprehensive classification of goods under Private Labels is given. Such classification features as product type, product group (purpose), price level, connection with the name of the trade network, policy of own trademarks using, the nature of production facilities, geography of production, consumer perception of prices and quality, the place in the retailer's brand structure, prevailing elements of added value formation for the consumer were highlighted. The motivational manifestations of the retailer's behavior are formulated and the triad of his intentions to create a Private Label is defined. So the Private Label has dual character with positive (creative) and negative (destructive) manifestation. The process of managing the goods under Private Label (PL-management) by retailer has six characteristic features. They are determined as identity, universality, voluntariness, proactiveness, advisability and autonomy. The condition of Private Labels market development was considered and the features of its manifestation in the cross-section of the world's continents were determined. The turnover of private labels increased by 41% from 2013 to 2018. At the same time, the turnover of national brands increased only by 7.4%. Private labels are the most widespread in Western Europe and account for a fairly modest share of total sales in the FMCG market in Latin America, Asia-Pacific, Africa and the Middle East. The dynamics of the share of Private Labels in the total volume of goods sold in the countries of Western Europe during 2012–2021 were analyzed. Positive dynamics during this period were found in all countries of Western Europe, with the exception of Norway and the Czech Republic. In the coming years, the global market for Private Label products will be generally grow.

The effect of teaching methods on university students’ intention to use online learning: Technology Acceptance Model (TAM) validation and testing

Web 2.0 has changed the way consumers access information. This study aims to investigate the relationship between social media (Watsons’ Facebook page) content and consumers repurchase intention. In addition, it determined whether E-WOM and interactivity can act as the mediating variables between the social media content and repurchase decision. The data were collected through online and offline questionnaires. A total of 146 valid questionnaires were obtained and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) through the SMART-PLS 3.3.9 software. The findings support the direct effect of social media content on E-WOM, interactivity, and repurchase intention. Moreover, the results confirmed the mediating role of interactivity between social media content and repurchase intention, however, E-WOM does not mediate between social media content and repurchase intention. The present study suggests some managerial implications for beauty brand retailers and provides fundamental strategies related to their social media.

Bridging social media content and re-purchasing behavior: The mediation role of interactivity and e-WOM

Web 2.0 has changed the way consumers access information. This study aims to investigate the relationship between social media (Watsons’ Facebook page) content and consumers repurchase intention. In addition, it determined whether E-WOM and interactivity can act as the mediating variables between the social media content and repurchase decision. The data were collected through online and offline questionnaires. A total of 146 valid questionnaires were obtained and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) through the SMART-PLS 3.3.9 software. The findings support the direct effect of social media content on E-WOM, interactivity, and repurchase intention. Moreover, the results confirmed the mediating role of interactivity between social media content and repurchase intention, however, E-WOM does not mediate between social media content and repurchase intention. The present study suggests some managerial implications for beauty brand retailers and provides fundamental strategies related to their social media.

Sustainability Through the “Nested” Luxury Retail Experience

The sustainable luxury retailing debate remains in its infancy, with a gap concerning the modalities to integrate sustainability into the luxury retail brand experience. This paper aims to shed light on the sustainability implications for competitive luxury stores embedded in their hosting cities. It addressed the relationship between place and luxury retailing, discussing the research hypothesis of the store-hosting city connections as modalities to integrate sustainability into the luxury store experience. This study proposes two case studies, Favotell in Shanghai (China) and Luisaviaroma in Florence (Italy). A cross-case analysis supports the definition of a multi-level framework explaining the concept store experience. The three “nested” spatial levels are the store, the fashion city and the urban brandscape. Findings reveal drivers facilitating, differentiating, and innovating the luxury store experience and suggest research avenues on the social and territorial dimensions of sustainable retailing.

Extant Corpus on Retail Brand Choice Behavior and Multifactor Modelling on its Impact on Malaysia's Retail Stores

This study proposed to close the ostensible research gap by examining the impacts of price sensitivity, risk perception, brand awareness, brand experience/brand familiarity, and consumer purchase behaviors on the retail brand choice behavior in Malaysia's retail stores. Moreover, the analysis method will be pivoted to the Smart PLS path modeling technique, which is much more robust and precise. Therefore, this study's proposed research framework was underpinned by Ajzen's Theory of Planned Behavioural and Prospect Theory as well as identifying the most significant factors impacting the retail brand choice behavior in Malaysia's retail stores. The empirical outcomes of this study provide a useful reference in teaching and research for students and faculties who do research or are concerned about retail brand choice behavior issues. In addition, it provides practical guidelines to assist local Malaysian brand retail chain store top management to consider and use the research output in this study to further strengthen their brand management vis-à-vis foreign retail stores in Malaysia. The SEM-PLS results showed that the direct effect of relationships between price consciousness, brand awareness, brand familiarity, risk perception, and consumer purchase behavior was significant and had statistical support for brand choice behavior in Malaysia. As for the moderating effects, consumer purchase behavior as moderator on the relationship between brand awareness, brand familiarity, and consumer brand choice behavior has been statistically established. However, statistical support could not be proved on the moderating effect of consumer purchase behavior on the relationship between price consciousness and risk perception with consumer brand choice behavior in Malaysia's retail stores. The limitations of the study and suggestions for future research were also discussed.

Retaining consumer engagement in online retail brand communities

PurposeIntegrating uses and gratifications theory with social exchange theory, this study examines the antecedents of online brand community commitment and engagement and their impact on offline purchase intention.Design/methodology/approachPurposive sampling was used to administer an online survey to 205 members of a Facebook brand community of a global retailer.FindingsThe results verified the significant influence of online self-congruity on commitment and engagement and confirmed the full mediating role of engagement between commitment and offline purchase intention.Research limitations/implicationsThe study focused on a global chain retailer's peer-initiated online brand community as the focal data collection site.Practical implicationsThe findings provide several managerial implications that can help retailers understand consumer behaviors in peer-initiated online brand communities.Originality/valueThe study offers insights into the dynamics between individual and group characteristics in online brand communities.

How to subsidizing the used apparel recycling supply chains effective? An analysis based on the game framework

Motived to find the optimal subsidy strategies in the used apparel recycling supply chains, this paper establishes a benchmark recycling model including a brand retailer and a remanufacturer, and extends the benchmark model based on different subsidy scenarios: (a) the government subsidizes the remanufacturer, (b) the government subsidizes the retailer’s remanufacturing part, (c) the government subsidizes all recycled apparel from the retailer. The constructed models show some interesting results. (1) Both the strategies (a) & (b) drove the same recycling efforts. The remanufacturer maybe mistakenly believe its profits could increase with the lower procurement price in scenario (b). However, the profits were the same in both scenarios. (2) The strong consumer sensitivity to recycling efforts not only increases the retailer’s profits but also drops the remanufacturer’s profits. Therefore, strong consumer sensitivity is only good for some players. (3) The donation ratio should be within a reasonable range. Otherwise, the remanufacturer’s profit decreases, and even the remanufacturer withdraws from the supply chain. (4) The optimal subsidy strategy for the supply chain members is that the government subsidizes all recycled from the retailer. Based on our findings, some management insights and suggestions are presented.

Practical Considerations for Face Recognition System Implementation: Retail Business Use Case

COVID-19 pandemic has proven experts’ prediction which stated that traditional retail might not survive in the coming age. During the pandemic, many longstanding retail brands barely survived, and some of them even went out of business. To survive and thrive, implementation of digital technologies to drive a more convenient shopping experience and enhance customer experience has proven to be crucial in gaining customer loyalty. One of the use cases that is gaining popularity nowadays is the implementation of Face Recognition system. The purpose of this study is to propose the practical solutions to three underlying issues of Face Recognition implementation: the simple but effective choice of framework, the discreet but effective way to arrange camera locations, and the light but robust choice of algorithm that could deliver good accuracy with minimum resources. This study used explorative descriptive method, combining authors’ direct experience with literature study. The result of this study is: proposed implementation framework, proposed camera arrangement, and proposed use of Neural Network algorithm with image augmentation. This study hopefully could give context to academics and fellow practitioners of the steps needed to implement Face Recognition to solve real world issues.

ANALYSIS OF NEW RETAIL LOCATION BASED ON GIS SPATIAL ANALYSIS—TAKE STARBUCKS AND LUCKIN COFFEE FOR EXAMPLE

Abstract. This paper selects nine administrative districts in Shenyang, and compares the spatial distribution patterns and factors influencing the location of the new retail brand Luckin Coffee and the classic traditional retail brand Starbucks in Shenyang. The results show that the traditional retail Starbucks tends to be distributed in a single-center pattern, while the new retail brand Luckin Coffee tends to be distributed in a multi-center decentralized pattern. According to the significance of the influence on spatial layout, the most important factor influencing the location of traditional retail Starbucks Coffee is the density of commercial plazas, while the most important factor influencing the location of new retail brand Luckin Coffee is the density of commercial office buildings. The new retail brand Luckin Coffee, with its Internet gene, weakens the spatial resistance of its store location.

Factors Affecting Customer’s Behavior and Intention on Purchase Intention through Brand Retail’s Social Media

Background: The increasing use of social media to sell products and the huge number of social media’s users makes the study consumer-brand engagement behavior within social media, Facebook in particular, necessary. Aim: This study aims to examine 5 antecedents of attitude on consumer intentions to engage with retail brand through social effecting the likelihood to make purchases as well as an antecedent moderation of attitude on the intention to make purchases. Method: The study is conducted on office workers using quantitative survey methods to 195 respondants. The analysis is conducted by using the Structural Equation Model (SEM). Findings: The findings reveal that while the consumer attitudes to engage with retail brands through Facebook are driven by enjoyment, peer communication, and credibility, the attitudes have strong influence to the intentions to engage with retail brands through Facebook and subsequently are strongly connected with the intentions to purchase through a retail brand’s Facebook page. These findings support prior studies. The findings are that consumers’ attitudes have positive effects on consumer intentions, and that the confirmation of expectation moderates the attitude on consumer intentions to make purchase through a retail brand’s Facebook page. The managerial contribution of this study helps retailers to understand how to attract consumers to engage with retail brands through Facebook.

Brand Attitude, Brand Experience, Brand Love and Word of Mouth: Evidence from China and Malaysia's IKEA

IKEA is a fast-growing multinational home furnishings company started in 1943 in Sweden. Using a comparative analysis of the IKEA brand in Malaysia and China, this research intends to analyze the relationship between brand attitude, brand experience, brand love, and word of mouth. The data collected from China (N=100) and Malaysia (N=100) revealed that brand attitude, brand experience, and brand love impact word of mouth. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand attitude, brand experience, and brand love in retail brands in China and Malaysia. It also intends to understand better how to build and nurture effective brand attitude, brand experience, and brand love to elicit intense and passionate feelings towards retail brands. Keywords: Brand Attitude, Brand Experience, Brand Love, China, IKEA, Malaysia, Word of Mouth