Luxury fashion brands face a new challenge as to how to sustain brand growth while maintaining the exclusivity of brands due to the democratisation of the luxury phenomenon which is mainly driven by the emergence of ‘new luxury’ and changes of consumption style ‘trading up’. Luxury consumers are becoming disillusioned with the vulgarisation of luxury goods and prefer exclusive luxurious experiences. In order to keep pace with the changes in luxury consumer needs and promote an image with creative and luxurious connotations, luxury brands increasingly associate with contemporary visual art through diverse kinds of channels. Among the channels, great attention has been given to contemporary visual art exhibitions within a flagship store due to its benefits: geographical location, cutting investment cost and offering direct art experience to consumers. However, there is no theoretical research investigating the main points to be considered in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands. Moreover, there is a need for a systematic approach in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands as relying mainly on a designer’s intuition might pose a problem: delivering different messages from those intended. Through the research, four main propositions were identified which need to be considered when luxury fashion brands apply contemporary visual art exhibitions to their flagship stores: 1) brand communication with consumers, 2) the fit between brand identity and that of an artist, 3) consumers’ value/benefits in the way that enhance consumers’ aesthetic experience of art and 4) artists’ value/benefits. Models including a conceptual model and a design tool kit were developed and tested with experts in this field. The proposed models are decision supporting tools which provide a comprehensive overview regarding the main points to be considered as well as support finding a high fit artist to brand identity. They offer advantages as follows: 1) the conceptual framework improves understanding of the needs/values of the three main stake holders such as luxury fashion brands, consumers and artists for this practice and provides an insight into how to address them in applying contemporary visual art exhibitions to flagship stores of luxury fashion brands 2) the tool kit assists in making a decision when selecting artists or artworks and offers benefits to all the stake holders: 1) luxury brand value by managing their touch points effectively that ultimately lead to enhancing brand communication, 2) consumer value by preventing confusion caused by disharmonious messages from all the touch points within flagship stores, and 3) artist value by finding a matched brand for synergy between brands and artists.

<p>In every market, competition is a vital ingredient for any working market economy. Large stores like IKEA, OnOff and El-Giganten are often positioned in locations near each other. Shopping areas like Gekås have proven to have large attraction power towards the customers. In down-town shopping areas it is common that large stores take advantage of each other’s capabilities to invoke customers’ interest. By doing so, businesses work together to create a large customer base.</p><p>The purpose of this paper is to determine how owners and managers of medium sized retail stores should choose location for their shop.</p><p>Both a qualitative and quantitative approach were used in this thesis; the qualitative approach was used for conducting interviews with 6 people involved in running the stores and municipality. This was done to collect information from actors that had the experience and knowledge about the subject of the thesis. The quantitative approach involved a survey done upon shopping habits of consumers in the same area. The reason for conducting both these researches was to diminish the biased answers that we would have got from conducting the research from one group only. By asking the store managers/owner and customers, as well as a representative of the municipality, we were able to provide a complete perspective on the situation.</p><p>Our findings showed that there were some major differences between a down-town shopping area and a shopping mall. It also became clear that the preferences and capabilities of the stores were important for selecting locations. Consumer preference on where to go shop was showed to be almost the same for A6 and down-town with a slight advantage towards A6. Still, the requirements on opening a store in a shopping mall oppose down-town was different.</p>

The importance of the retail environment has been a prominent area of research for over four decades, focusing upon the effects of design. The retail environment, like other aesthetic surroundings affects customers’ behaviour, perceptions and attitudes. Yet, while there is a growing body of research regarding design, there is little research to date specifically on fashion retail shopping environments. Technology has made shopping via multiple channels possible and economically feasible, and the demand for more channel options is being driven by the consumer. The significant growth of online retailing has led to the evolution of traditional retailing, developing from a single channel to multi-channel models. This study has used both quantitative and qualitative research methods in order to explain theoretically the online shopping environment cues that contribute towards creating an online fashion shopping environment. As this research is taking into consideration the development of the retail market and the movement of retailers towards multi-channel fashion retailing, design cues which can be replicated, or transferred from a physical shopping environment to an online shopping environment will be discussed. Fashion retailers can use the different channel environments to induce a desired shopping experience for the consumer, facilitate the consumers’ needs and fulfil the retailers’ strategic objectives. This report includes new perspectives on how website design has developed during the past decade as a result of advances in technology and consumer acceptance. This research will identify and develop some important issues related to online environment cues and consumers' perceptions of online design that have not been addressed by previous studies by investigating literature regarding the physical and online shopping environment, design cues that form part of an online fashion environment focusing on the strategic design of an online retail store will be studied.

The UK micro/SME (known here as SME) retail sector is very important to the economic well being of the country. Its ability to generate jobs as well as income makes it a key part of the drive towards economic growth, and as such it is supported by government through a variety of initiatives. One initiative in 2003 aimed to energise and invigorate practitioners into using internet based technologies more fully in their business practices. This supported the widely held belief that the internet can and does enhance and improve business efficiency. It also suggests that SMEs were not fully engaging with the technology and that the government felt that it was not at the desirable level. This thesis looks at the issues surrounding technology acceptance for the SME and in particular internet adoption in the retail sector. This work explains technology acceptance and the main determinants and moderators connected with this in an organisational setting providing the practitioner with insight into why some technologies are embraced and others underutilised, or not adopted at all. Previous academic work in this area has tended to focus on the larger organisation. This thesis uses the technology acceptance literature to explore the situation of the SME. Through qualitative and quantitative research the specifics of the SME situation relating to technology acceptance are explored with the determinants and moderators being evaluated and changes made where appropriate. The specific internet based technology of online procurement is used to measure levels of acceptance and the issues relating to it. The result is an adapted model that better reflects the technology acceptance situation of the SME retail organisation. In the model three of the original constructs remain, however the moderators have been changed to reflect the SME and the relationships the constructs have with the moderators are also developed. As a new addition to the field it can be seen from the developed model that the frequency of re-ordering is an important determinant not only of online procurement but technology acceptance in general. This work will benefit practitioners in SME retail and also the wider SME field when it comes to evaluating whether or not to accept a new technology and how this is best achieved.

As recommender systems have increasingly become prevalent to guide consumers to find their desired products in many industries, understanding the impact of recommender systems on consumer choices is critical to the business performance and raises important policy implications. In this thesis, we examine the role of different recommendation schemes, spanning from interpersonal recommendations in social environment given by peers to product display recommendations in physical shopping environment given by sellers on consumers’ switching and search behavior in two distinct case studies. In the first study, we look at the effect of peer recommendations on subscriber churn in a large mobile network. We find that consumers’ propensity to churn increases with the number of friends that churn and in particular with the number of strong friends that churn. In the second study, we implement an in-vivo randomized field experiment to measure the effect of product display recommendations as book placement on shopper behavior in a physical bookstore. We leverage video tracking technologies to monitor how shoppers respond to random book placement, which induces random search costs. We find that books recommended at the edge of the table are more likely to be picked and taken than those placed at the center of the table. More interestingly, we also find that conditional on being picked, shoppers are equally likely to take books placed at the edge and at the center of the table, suggesting that display recommendations positively affect consumer choice mainly through its effect on the search process and not through its effect on the consideration process. Therefore, we empirically show that provision of recommendations, although in different schemes, may generally help to reduce consumers’ search costs in product or service discovery process, relative to what they would do without such an intervention. Moreover, we perform a comparative analysis between offline and online applications of recommender systems to systematically investigate the current practices, future prospects and policy perspectives when applying recommender systems in physical retailing. All these issues highlight opportunities for physical retailers to design, implement and evaluate their recommender systems that offer convenience benefits and appropriate protection to consumers.

This study investigated the (1) relationship of students' family and educational background to their opinions of fashion retailing as a career, and (2) preferences for fashion retail job attributes in relationship the appeal of fashion retail job profiles. A sample of 131 fashion merchandising students from five state-funded universities completed a four-part survey which measured two independent variables: student background and preferences of fashion retail job attributes and two dependent variables: opinions of fashion of retailing as a career and the appeal of fashion retail job profiles. Analyses included multiple regression, t-test, and correlations. For opinions of fashion retailing as a career, parental background was not significant while attendance at a retailing course, semester hours completed and G.P.A. had limited relationships. Fashion retail job attribute preferences were related to the appeal of fashion retail job profiles; the most preferred attribute was high personal freedom.

The Indian economy has grown over the last 10 years with new jobs created in the ITES sector, Biomedical, Automotive engineering, Apparel manufacturing and Civil engineering. The growth is strongly led by Information Technology Enabled Services (ITES); this is supported by the education sector with increase in the number of students enrolling for higher education and large numbers of students graduating every year thus creating a large pool of technical and managerial manpower. The working class people segment has grown since the economic growth and it has benefited middle class and upper middle class people. Due to the increase in the number of working people and substantial raise in income, spending power has increased over the years, and particularly the young Indians in the age of 15 – 25 like to shop more. The Government of India has laid down strict rules to protect the environment and avoiding child labor but there is no legality followed by companies in providing an ethical environment in means of working time and salary. The increase in food, energy and real estate costs makes people’s lives more difficult at this time. Are we going to follow the western countries and repeat the same mistake leading to a standstill? As resources are getting to near exhaustion, now is the time to think and ask ourselves question of what we are doing and justify ensuring that we buy only for our needs. This study focuses on the consumer behavior of young Indians in the age of 15 – 25 to understand and know their perception towards spending and to show a new path for the society and the industry for a sustainable environment. / Program: Master programme in Applied Textile Management

In every market, competition is a vital ingredient for any working market economy. Large stores like IKEA, OnOff and El-Giganten are often positioned in locations near each other. Shopping areas like Gekås have proven to have large attraction power towards the customers. In down-town shopping areas it is common that large stores take advantage of each other’s capabilities to invoke customers’ interest. By doing so, businesses work together to create a large customer base. The purpose of this paper is to determine how owners and managers of medium sized retail stores should choose location for their shop. Both a qualitative and quantitative approach were used in this thesis; the qualitative approach was used for conducting interviews with 6 people involved in running the stores and municipality. This was done to collect information from actors that had the experience and knowledge about the subject of the thesis. The quantitative approach involved a survey done upon shopping habits of consumers in the same area. The reason for conducting both these researches was to diminish the biased answers that we would have got from conducting the research from one group only. By asking the store managers/owner and customers, as well as a representative of the municipality, we were able to provide a complete perspective on the situation. Our findings showed that there were some major differences between a down-town shopping area and a shopping mall. It also became clear that the preferences and capabilities of the stores were important for selecting locations. Consumer preference on where to go shop was showed to be almost the same for A6 and down-town with a slight advantage towards A6. Still, the requirements on opening a store in a shopping mall oppose down-town was different.

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Postponement as a tool of creating flexibility is not a new concept. It traces back in literature to the 1950’s but was mainly argued as a method useful for manufacturing. However, postponement could potentially be used in all different parts of an organization to delay certain activities, and thereby create flexibility, which is crucial in today’s volatile marketplace. Customers are requiring customized products, yet they are not willing to pay premium for processes involved. Also, competition is increasing, as retailers around the globe compete with each other due to internet and improved information systems. This study focuses on a retailer’s perspective in the supply chain, as previous studies mainly discuss manufacturers, and their different abilities of achieving flexibility. Supply chain management as a concept are discussed, which is described as an integrative approach to dealing with the planning and control of the materials flow from suppliers to end users. This will further be “extended” to demand chain management, where focus lies at customers’ demand and puts emphasis on the needs of the marketplace and identifies the roles and tasks to be designed in the supply chain to satisfy these needs, instead of starting with the supplier/manufacturer and working forward. This is closely connected to flexibility, and postponement as a tool to achieve this. Flexibility as such, is described as the ability to change, or adapt to customer demand. This study aims to explore the Swedish retailing business, and their use of postponement strategies. A quantitative study has been made to be able to create a general picture of their use of this tool, as well as their prerequisite for adopting this tool. This study shows that retailing in general do have adopted strategies for customizations except non-specialized stores where answers to a wide extent differed regarding their use of flexibility. However, these strategies mainly regard packaging, and/or basic customizations. Depending on the market certain retailers are active within; postponement is used in various extents. Expensive products, or customers requiring big quantities of products, are able to get these customized. Money is almost always the main concern in these adaptations. Some factors that have been studied, that were enablers of flexibility and postponement strategies, were not able to be analyzed as very low results were calculated. However, the main-factors: flexibility and postponement were able to be analyzed in detail, as well as discussions regarding the inconclusive data gathered.