Retail Shopping Mall Semotics and Hedonic Consumptions
Assignment 1 - 40%
The different aspects of the retail experience within the Hollister store and how it creates and enhances value.

define and discuss the retail experience? Use a case example to demonstrate its application and How does the retailer create and enhance value?
Customer retail experience for Hollister’s.
When looking at the aspects of the consumer experience, there are many different conceptions which may suggest that the retail experience consists of various factors which may enhance the consumers retail perspective of the company, thus increasing it’s Utilitarian and hedonistic needs and value.
For this assignment I will be analysing how the Hollister store uses different retail experiences to have an influence on the consumers perceptions of the entire store.
Within the journal “marketing intelligent & planning” Veloutsou and Moutinho (2008) states that “the marketing literature has not always explicitly recognized the existence or the importance of relationships between consumers and brands they argue that “it is now acknowledged that consumers create bonds with specific brands”.
In this day and age it is seen to be highly important for businesses to recognise the value the Brand, image and atmospherics can have on consumer values on the company, it will inevitably decide the difference between a successfully business.
To successfully create an understanding and positive bond between the consumer and a brand, different factors are put in place to help enable this to happen, this consists off:
Atmospherics
Staff
Customers
Merchandise
promotions
“Marketing intelligent & planning” Veloutsou and Moutinho (2008) “ Building a consistent relationship between customers and brands is certainly now widely recognized as an important element in successful business strategies.”
When relating this statement to the Hollister clothing store, it is clear
The different aspects of the retail experience within the Hollister store and how it creates and enhances value.

define and discuss the retail experience? Use a case example to demonstrate its application and How does the retailer create and enhance value?
Customer retail experience for Hollister’s.
When looking at the aspects of the consumer experience, there are many different conceptions which may suggest that the retail experience consists of various factors which may enhance the consumers retail perspective of the company, thus increasing it’s Utilitarian and hedonistic needs and value.
For this assignment I will be analysing how the Hollister store uses different retail experiences to have an influence on the consumers perceptions of the entire store.
Within the journal “marketing intelligent & planning” Veloutsou and Moutinho (2008) states that “the marketing literature has not always explicitly recognized the existence or the importance of relationships between consumers and brands they argue that “it is now acknowledged that consumers create bonds with specific brands”.
In this day and age it is seen to be highly important for businesses to recognise the value the Brand, image and atmospherics can have on consumer values on the company, it will inevitably decide the difference between a successfully business.
To successfully create an understanding and positive bond between the consumer and a brand, different factors are put in place to help enable this to happen, this consists off:
Atmospherics
Staff
Customers
Merchandise
promotions
“Marketing intelligent & planning” Veloutsou and Moutinho (2008) “ Building a consistent relationship between customers and brands is certainly now widely recognized as an important element in successful business strategies.”
When relating this statement to the Hollister clothing store, it is clear
Bibliography: Helena m de klerk. (2004). the role of aesthetics in consumers. Available: http://www.ajol.info/index.php/jfecs/article/viewFile/52845/41446 Frederick W.langrehr . (2002). retail shopping mall semotics and hedonic consumptions. Available: http://www.hibo.no/neted/upload/attachment/site/group54/Retail%20shopping%20mall%20semiotics.pdf Hollister review (2008). analysis of the Hollister in-store experience . Available: http://www.dailyslandered.com/2012/05/analysis-of-the-hollister-in-store-experience/ Keith Kendrick.(2007) Meeting the demands of a hedonistic society. Available: http://www.gresham.ac.uk/lectures-and-events/meeting-the-demands-of-a-hedonistic-society last accessed 16th nov 2012 Tom rylan (2010) how to decorate your room like Hollister. Available: http://www.ehow.com/how_8334791_decorate-room-like-hollister.html last accessed 16th nov 2012 Business dictionary (2012) utilitarianism. Available http://www.businessdictionary.com/definition/utilitarianism.html . Last accessed 16th nov 2012 Olli T Ahtola (1985) hedonic and utilitarian aspects of consumer behaviour: an attitudinal perspective Hamilton Nolan (2010) Hollister only hire the hottest kids in the mall. Available. http://gawker.com/5603636/hollister-only-hires-the-hottest-kids-in-the-mall last accessed 16th nov 2012 Samy Belaid, Azza Temessek Behi John O 'Shaughnessy, Nicholas Jackson O 'Shaughnessy. (2002). European Journal of Marketing. Marketing, the consumer society and hedonism. 36 (5), 524-547. Paul W. Ballantine, Richard Jack, Andrew G. Parsons. (2010). International Journal of Retail & Distribution Management. Atmospheric cues and their effect on the hedonic retail experience. 38 (8), 641-653. Peter Jones, Daphne Comfort, Colin Clarke-Hill, David Hillier. (2010). Marketing Intelligence & Planning. Retail experience stores: experiencing the brand at first hand. 28 (3), 241-248. Harvinder Singh, Vinita Sahay. (2012). Determinants of shopping experience: Exploring the mall shoppers of national capital region (NCR) of India. International Journal of Retail & Distribution Management. 40 (3), 235-248.