Fashion Retail Marketing

Topics: Brand, Marketing, Retailing Pages: 27 (7692 words) Published: December 4, 2013
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Report Information from ProQuest
04 December 2013 07:54
Created by My Research account: IVANGALHISPO (Ivan Galhispo) _______________________________________________________________

04 December 2013

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Table of contents
1. The temporary store: a new marketing tool for fashion brands....................................................................

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Bibliography...................................................................................................................................................... 14

04 December 2013

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Document 1 of 1

The temporary store: a new marketing tool for fashion brands Author: Surchi, Micaela
Publication info: Journal of Fashion Marketing and Management 15.2 (2011): 257-270. ProQuest document link
Abstract: Purpose - The purpose of this paper is to understand the motivations that lie behind the choice of the "temporary store" as a marketing tool, with particular reference to the fashion sector in Italy. In the UK and the USA, the more usual terminology is "pop-up store". Design/methodology/approach - The study adopts a qualitative approach, in the form of case studies of two fashion brands using temporary stores in Italy. Data were collected by in-depth interviews with senior representatives of the two firms, backed by available documentary evidence and observation. Similarities and differences between the two sets of findings were identified and analysed, and conclusions drawn. Findings - This exploratory study points to the need for further investigation, but its findings provide researchers and practitioners with new information about the use of the temporary store as a marketing tool, and the managerial implications. Though still in its infancy in Italy, it is becoming increasingly common elsewhere, especially in the form of "pop-up stores" in the USA and the UK. Practical implications - The study provides interesting and relevant information for marketing planners considering the use of temporary stores, in the fashion sector in Italy but also more widely. Originality/value The temporary store has been studied from an exploratory perspective, not simply described, as is the case in of the rather limited material available in the specialist media. Therefore, the study makes a significant contribution to the body of knowledge in the field.[PUBLICATION ABSTRACT] Full text: 1 Introduction

The phenomenon of "temporary stores" has developed into one of the most significant innovations in marketing since it first came to the attention of commentators in 2003. Characteristic of the fashion marketing sector, it defines the establishment and operation by established manufacturers of short-term retail premises. In Italy, the country in which the case studies reported here were conducted, the English description "temporary store" has been adopted to describe the phenomenon; an association for practitioners of this very new tool of retail marketing, "Assotemporary", was established there in 2008. Such stores are today more usually called "pop-up" stores or shops in English-speaking countries, especially in the trade press. With new examples of such transient "temporary" or "pop-up" stores appearing almost daily, this radically new initiative deserves our attention. The trend towards the addition of temporary stores to the strategic toolkit is a product of recent changes in the fashion sector. In particular, time-based competition has reduced the lead time from planning through production to distribution ([35] Sabbadin and Lugli, 2007) and accelerated the pace at which structural competitive advantages are renewed within rapidly integrating organizations ([33] Richardson, 1996). From the industry's point of view, a limited timeframe implies the increased need for flexibility in production, permitting...
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