碩士 / 輔仁大學 / 織品服裝學系 / 90 / ABSTRACT
Study On the Retail Format and Anticipated Performance
of the Clothing Flagship Store.
[Total pages: 158]
STUDENT : Lin, Ya-Yun
SUPERVISOR : Dr. Ta-Kuang Hsu
DEGREE : Master of Science
Graduate Institute of Textiles and Clothing:
Textiles / Fashion Business and Consumer Studies Section
Fu Jen Catholic University
GRADUATION DATE: June 7, 2002
KEY WORD: Clothing Flagship store, Retail Format
Due to the factors of more dynamic internationalization, market opening and liberalization over the recent years, consumers’ clothing-purchasing behavior has been changing greatly compared that of the past. In addition, with the increase of consumers going abroad and gaining access to fashion information, they have begun to go in for the clothing trend of the world. Thus, lately, the clothing flagship store has been introduced to Taiwan from abroad and been booming into a new type of store in the clothing industry.
This thesis applies a study of the clothing flagship store, in order to realize why a clothing company wants to open a flagship store, what retail format it is of, what performance it could be anticipated toward the opening of that store, as well as the connection between the retail format and anticipated performance. In terms of research method, a series of in-depth interviews with the companies that have opened the flagship store are firstly conducted through qualitative measurement, so as to find out the purpose and effect of opening a flagship store. Then, based on the results of those in-depth interviews and archival surveys, six elements of the retail format can be deduced for consideration of opening a flagship store: location selection, cost & profit, merchandise structure, store atmosphere, marketing and service. And from the same resource, anticipated performance can be assumed and integrated into three parts: channel effect, inter-company effect, and market effect. Finally, a questionnaire survey is performed with the subject of the companies that operate a clothing booth in leading department stores in Taipei, and then data analysis is processed through statistic method. The findings of the study are worked out as follows:
1. The elements of “marketing” and “service” of the retail format affect the “market effect” of anticipated performance.
2. When it comes to the selection of a flagship store’s location, companies with such a store emphasize more on frequent crowd flow and commercial attribution suitable for fashion brand image than those without that store.
3. Companies with a flagship store stress more a high number of employees assigned to it than those without such a store.
4. Companies planning to open a flagship store are more interested in holding fashion shows than those with such a store, and the later ones more interested in the shows than those without that store.
5. Companies with a flagship store emphasize more on a special advertising for the inauguration of such a store than those without that store.
6. Companies that have operated a flagship store place a higher priority on the invitation of journalists to the opening ceremony than those without such a store.
7. Companies that have operated a flagship store give higher evaluation on a department store’s intention of initiatively offering them a booth after the opening of such a store than those without that store.
8. Companies without a flagship store give higher evaluation on its appeal to other ones for alliance than those planning to open such a store.
9. Before the opening of a flagship store, companies should consider well the merchandise structure of a brand, location of the store, and standard of store service. After it opens, they should work hard for the attractive performance of marketing activities (opening promotion in particular) as well as quality store service. With the combination of fully supplied merchandise, well-performed marketing activities and quality services, the flagship store can thus create a win-win situation for both the company and consumer.
| Identifer | oai:union.ndltd.org:TW/090FJU00525015 |
| Date | January 2002 |
| Creators | LIN YA-YUN, 林雅筠 |
| Contributors | Hsu Ta-Kuang, 徐達光 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 158 |
Page generated in 0.0061 seconds