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International Journal of Retail & Distribution Management
Emerald Article: The Body Shop and the role of design in retail branding Tony Kent, Dominic Stone

Article information:
To cite this document: Tony Kent, Dominic Stone, (2007),"The Body Shop and the role of design in retail branding", International Journal of Retail & Distribution Management, Vol. 35 Iss: 7 pp. 531 - 543 Permanent link to this document:

http://dx.doi.org/10.1108/09590550710755912
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Tony Kent, Dominic Stone, (2007),"The Body Shop and the role of design in retail branding", International Journal of Retail & Distribution Management, Vol. 35 Iss: 7 pp. 531 - 543
http://dx.doi.org/10.1108/09590550710755912
Tony Kent, Dominic Stone, (2007),"The Body Shop and the role of design in retail branding", International Journal of Retail & Distribution Management, Vol. 35 Iss: 7 pp. 531 - 543
http://dx.doi.org/10.1108/09590550710755912
Tony Kent, Dominic Stone, (2007),"The Body Shop and the role of design in retail branding", International Journal of Retail & Distribution Management, Vol. 35 Iss: 7 pp. 531 - 543
http://dx.doi.org/10.1108/09590550710755912

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The Body Shop and the role of
design in retail branding

Role of design in
retail branding

Tony Kent and Dominic Stone
The School of Creative Enterprise, London College of Communication, University of the Arts London, London, UK

531

Abstract
Purpose – To demonstrate how a company’s retail store design relates to its brand and is influenced by, and contributes to, its corporate values.
Design/methodology/approach – The case study briefly summarises the significance of corporate values, branding and design in the retail industry, and subsequently explores The Body Shop’s application of these elements to its business. The case study is contextualised by The Body Shop’s retail environment forming a particularly important communication channel for the company. Findings – The Body Shop has in many ways been the victim of its own success. Being a unique proposition, and having effectively created its own retail category, it has appeared slow to evolve its brand identity. The strong association between the company and its campaigning founder, increasing competition and changing consumer attitudes, have been significant factors in the company’s struggle to re-align and update its brand.

Research limitations/implications – The case study largely draws on secondary sources. However, it is informed by one of the authors’...
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