This is an exploratory study which defines vintage fashion, considers the vintage fashion consumer and evaluates the positioning of the vintage retail store from the perspective of the store proprietor/manager. Design/ methodological approach: The research involved 15 in-depth interviews with vintage fashion retailers. Findings: It is proposed that vintage fashion retailers position and differentiate themselves by their uniqueness; a competitive advantage gained through the knowledge and skills of the owner/manager. Research limitations/implications: This is an exploratory study and as such it is limited to the experiences of 15 vintage fashion retailers. It is, however, part of a larger empirical study. Practical implications: The results of this study provide the basis for futuresearch development in terms of the vintage consumer and consumer behaviour. Originality/value: The development of the vintage concept reveals a paucity of theoretical and empirical research studies. This exploratory research seeks to address this scarcity
Purpose – To investigate the extent of retail change in the UK grocery sector over the last 30 years. Design/methodology/approach – In 1980 a press article by Richard Milner and Patience Wheatcroft attempted to anticipate retail change by 1984. Taking that as a template we examine how retail did, in fact, change over a much longer timescale: with some unanticipated innovations in place even by 1984. We are assisted by academic research in progress at the time on grocery retailing and which has recently been revisited. Findings – Although Milner and Wheatcroft tackled the modest task of looking ahead just four years, the content of their article is intriguingly reflective of the retail structure and systems of the UK at the time. Whilst some innovations were not anticipated, the broad themes of superstore power and market regulation still command attention 30 years on. Originality/value – Through reconsidering 30 years of retail change we highlight that with time how do you shop has come to pose at least as interesting a question as where do you shop
This paper considers the changing scope of research into UK food superstores over a 30-year period. Rather than catalogue changing market shares by format, we seek instead to show how change links to national policy agendas. Academic research has evolved to address the growing complexities of the social, technological, economic and political impacts of the superstore format. We exemplify this by tracing the progression of retail change in Portsmouth, Hampshire, over 30 years. We discover that academic research can conflict with the preconceptions of some public policymakers. The position is exacerbated by a progressive decline in public information -and a commensurate rise in factual data held by commercial data companies -that leaves policymakers with a choice of which data to believe. This casts a shadow over the objectivity of macro-policy as currently formulated. Concerns currently arise because the UK Competition Commission (2008 but ongoing) starts each inquiry afresh with a search for recent data. Furthermore, it has recently called for changes to retail planning -the very arena in which UK superstore research commenced.
PurposeIn the UK, while fashion apparel purchasing is available to the majority of consumers, the main supermarkets seem – rather against the odds and market conventions – to have created a new, socially‐acceptable and legitimate, apparel market offer for young children. This study aims to explore parental purchasing decisions on apparel for young children (below ten years old) focusing on supermarket diversification into apparel and consumer resistance against other traditional brands.Design/methodology/approachData collection adopted a qualitative research mode: using semi‐structured interviews in two locations (Cornwall Please correct and check againand Glasgow), each with a Tesco and ASDA located outside towns. A total of 59 parents participated in the study. Interviews took place in the stores, with parents seen buying children fashion apparel.FindingsThe findings suggest that decisions are based not only on functionality (e.g. convenience, value for money, refund policy), but also on intuitive factors (e.g. style, image, quality) as well as broader processes of consumption from parental boundary setting (e.g. curbing premature adultness). Positive consumer resistance is leading to a re‐drawing of the cultural boundaries of fashion. In some cases, concerns are expressed regarding items that seem too adult‐like or otherwise not as children's apparel should be.Practical implicationsThe paper highlights the increasing importance of browsing as a modern choice practice (e.g. planned impulse buying, sanctuary of social activity). Particular attention is given to explaining why consumers positively resist buying from traditional label providers and voluntarily choose supermarket clothing ranges without any concerns over their children wearing such garments.Originality/valueThe paper shows that supermarket shopping for children's apparel is now firmly part of UK consumption habits and choice. The findings provide theoretical insights into the significance of challenging market conventions, parental cultural boundary setting and positive resistance behaviour.
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