Consumer perception of five UK fashion retailers

Birtwistle, Grete; Shearer, Linda

doi:10.1108/eum0000000007275

Cited by 36 publications

(59 citation statements)

References 19 publications

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“…The specific Merchandise attributes generated in this study correspond with other research on apparel store image attributes, for example quality, styling/fashion, selection/assortment and pricing (e.g. Birtwistle et al, 1999;Birtwistle & Shearer, 2001;Birtwistle & Siddiqui, 1995;Chowdhary, 1999;Erdem et al, 1999;Lumpkin et al, 1985;Paulins & Geistfeld, 2003;Shim & Kotsiopulos, 1992;Van de Velde et al, 1996). However, availability, accessories, and specialised clothing were specific attributes generated in this study: Sales assistants as an attribute has been included in previous research on apparel store image attributes (Chowdhary, 1999;Lumpkin et al, 1985).…”

Section: Figure 2: Perceived Importance Of Dimensionssupporting

confidence: 71%

“…The importance of the various dimensions for an apparel retail store received much attention in research (Birtwistle & Siddiqui, 1995;Birtwistle & Shearer, 2001;Chowdhary, 1989;James et al, 1976;Lumpkin, Greenberg & Goldstucker, 1985;Van de Velde, et al, 1996) due to the importance of congruency between consumer needs and market offering. In some instances, the reviewed studies presented their findings by giving a ranking of the importance of the store image dimensions (and attributes).…”

Section: Importance Of Apparel Store Image Attributes and Dimensionsmentioning

confidence: 99%

“…James et al's (1976) study, which also focused on male apparel consumers, partially supported these findings. According to Birtwistle and Shearer (2001), female apparel consumers perceived price, followed by selection, refund, store personnel, quality, reputation, fashion and layout, in this order, as important. In a study employing both male and female respondents, the quality and price of merchandise as well as the range of merchandise were perceived as the most important apparel store image attributes (Van de Velde et al, 1996).…”

Section: Importance Of Apparel Store Image Attributes and Dimensionsmentioning

confidence: 99%

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Importance of apparel store image attributes: Perceptions of female consumers

2006

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This qualitative research focused on identifying those store image attributes perceived as important by a selected group of female apparel consumers. In addition, their perception of Lindquist’s proposed dimensions of store image attributes was examined. Data were collected by means of eight focus groups. The non-verbal quali-quantive Schutte Visual Scale was employed to quantify responses. Results indicated that Merchandise and Clientele were perceived as the most important dimensions, followed by Service. The dimension Physical facilities was perceived as the least important. Differences between age and population groups were investigated. The store image attribute dimensions generated by the respondents differed slightly from those proposed by Lindquist. Implications for retailers and for further research were formulated.

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Section: Figure 2: Perceived Importance Of Dimensionssupporting

confidence: 71%

Section: Importance Of Apparel Store Image Attributes and Dimensionsmentioning

confidence: 99%

Section: Importance Of Apparel Store Image Attributes and Dimensionsmentioning

confidence: 99%

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Importance of apparel store image attributes: Perceptions of female consumers

2006

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“…In some researches, the perception of consumers emphasize on the image of the brand and quality [38] while in Thailand, people emphasizes on the design and the brand name of the product more than anything. In developed countries the development of electronic marketing is fast.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

Thechatakerng¹,

Boonpradub²

2015

IJTEF

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Abstract-Thailand, a developing country where textile fashion business is supported from the government and is growing fast which is interesting in brand alliance education. While there are more retails of new face fashion designers have been building their own brands, to crack market is not easy. Brand alliance then has been seen as an alternative way to accelerate market. This paper aims to discover the impact of celeb brand endorsement towards consumer, the 7P's of marketing mix and the experience of consumers in buying brand endorsement by celebrity products, especially the celebrity as the designer in textile fashion products. This exploratory research based on responses from 400 customers in a store where is the pioneer of "celebrity designer and the brand endorser" in Thailand. The result implies that customers give credit to celeb and accept as the brand's designer team to design the products. Moreover, the 7Ps of marketing mix play the affecting role toward consumers in buying endorsed brand product by celeb, especially process factor while physical evidence play less important factor. Besides, the experiences of consuming the celeb endorsed brand products are excellent. Most respondents are pleased with the products and their satisfaction is more than expectation.Index Terms-Brand endorsement, brand alliance, consumer, celebrity, 7Ps of marketing mix, Thailand.  I. INTRODUCTIONIn Thailand, industries which have been tough stroke by the economic crisis are building materials, motor vehicles and transport equipment. In contrast, petrochemicals, and textiles industries continued to rise in spite of the economic crisis [1]. Textile industry is a term used for industries primarily concerned with the design or manufacture of clothing as well as the distribution and use of textiles including fashion business [2]. Today's fashion has changed rapidly. Many garments firms have been establishing while many garments firms have gone. Most firms must compete with the economic crisis and new trends that has been changed every single day. Some changes have occurred to many societies. For example, from agricultural society to industrial society, from world's food production country to the world's fashion production country [3]. Strategic alliance has been seen as an important tool to accelerate market [4]. Brand Alliance is as Brand endorsement.Brands endorsement, a type of strategic alliance by celebrities has been using over the past years as another ). While in Thailand, brand which is endorsed by celebrity is still a new marketing strategy, especially celebrities as designers. CPS CHAPS, a famous authentic Thai brand in Thailand has used the brand alliance strategy which the brand is endorsed by a celebrity named Chermarn Bunyasak or "Ploy". CPS is the first brand in Thailand that uses this kind of strategy by taking Chermarn to join the designer team. Chermarn has played an important role as the representative of today's trendy women who has an individual personality and clear style like the brand image. Chermar...

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“…Store image attributes can vary across the retail sector (Birtwistle and Shearer, 2001). In the context of this research, it is possible to assign attributes that relate to stores in general, like prices, advertising and promotion, service, assortment, or innovation (Yoo et al, 2000), all of them highly indicative of retail management strategy.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Untitled

López¹,

Laviña²

2010

ADR

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Dada la alta competitividad existente en la actualidad en los mercados de gran consumo, la decisión de posicionamiento es una de las más importantes a las que los detallistas se enfrentan a la hora de determinar su estrategia competitiva en el mercado. Esta decisión es importante no sólo para los detallistas sino también para los fabricantes, porque aunque la literatura del comportamiento del consumidor suele enfocar su análisis en la elección de marca, existe en la actualidad una clara evidencia de que los consumidores deciden antes "dónde comprar" que "qué marca" comprar.El objetivo de esta investigación es profundizar en el posicionamiento de los detallistas en España, analizando las distintas percepciones existentes en el consumidor, distinguiendo entre consumidores de "alta frecuencia" o "habituales" y consumidores de "repertorio" o de "baja frecuencia".Nuestros resultados muestran las dificultades que los hipermercados tienen para transmitir un posicionamiento diferenciado y relevante al consumidor, y las diferentes percepciones de los discounters según los distintos tipos de consumidores, sugiriendo la necesidad de un reposicionamiento mas allá del puro precio. Por otra parte, se observa el abrumador dominio de Mercadona que ha sido capaz de posicionarse no sólo en precio sino en una oferta relevante de marca de distribuidor que la sitúa en altos niveles de satisfacción y percepción de servicio por parte de los consumidores. In today's highly competitive marketing environment, the positioning decision of retailers is one of the most important element of marketing management. Retailing positioning is an integrated management activity that takes in elements of the retail mix and is of critical importance for retailers and for manufacturers. Whereas consumer theory has traditionally place brand choice as the focus of the analysis, there is evidence that consumers are turning to shopping strategies rather than brand decisions. The objective of this research is to better understand the positioning of Spanish retailers analyzing the different perceptions between high frequency and low frequency consumers. Our results show the difficulties hypermarkets are facing to deliver a distinctive consumer proposition and the different perceptions on discounters accordingly to different types of consumers reflecting the need to deliver further benefits to consumers beyond pricing. On the other hand the overwhelming superiority of Mercadona is shown through their relevant price and store brands proposition leading consumer to perceive high level of service and consumer satisfaction.

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Consumer perception of five UK fashion retailers

Cited by 36 publications

References 19 publications

Importance of apparel store image attributes: Perceptions of female consumers

Importance of apparel store image attributes: Perceptions of female consumers

Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

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