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GAINING A COMPETITIVE ADVANTAGE IN FASHION RETAILING

38 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

In the turbulent world of fashion retailing, competitive advantage is achieved by first targeting not simply in terms of demographics but also in terms of lifestyle and attitude to fashion, and secondly by creating a store image congruent with that of the target market. The findings of past studies are brought together and the results of a lifestyle and store image questionnaire which was administered to customers of a well‐known retail fashion chain in the UK are presented Analysis was focused on lifestyle and store image and included the identification of clusters of customers with similar profiles.

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References

1963Diffusion of Innovations 2000Marketing management: analysis. planning. implementation and control 1973Marketing Management: Analysis, Planning and Control 1974The Concept and Application of Life Style Segmentation 1969Congruence Relationships between Self Images and Product Brands 1986Exploring the Development of Store Images 1975Psychographics: A Critical Review 1972Marketing Notes and Communications: Why Do People Shop?

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