strategies that promote choice and loyalty one must further illuminate the dynamic and evolving relationship between the consumer and the brand. This paper seeks to address this critical need. The paper first examines the nature of consumer decision makingidentifying the formation of the consideration set as an integral component of this process; secondly, it investigates the characteristics of those brands held RONNIE BALLANTYNEis a lecturer in marketing in the Division of Marketing at Glasgow Caledonian University. His specialist area of research is consumer brand choice. He has presented several papers on this research topic at international conferences both in Canada and the UK. Ronnie has also been a guest speaker on the use of brand image and brand personality at the Leo Burnett Advertising company in Chicago, Illinois, USA. Ronnie is in the final stages of completing his PhD. ANNE WARRENis a lecturer in consumer behaviour in the Division of Marketing at Glasgow Caledonian University. Anne has over ten years' teaching experience and has written several articles in conference proceedings. Her current research interests include branding and consumer identity. KARINNA NOBBSis a lecturer in fashion marketing in the Division of Marketing at Glasgow Caledonian University. Karinna was a trained visual merchandiser, has been teaching for three years and recently received her PgC LTHE. Research interests include luxury fashion brand management and visual merchandising; she has also presented papers within these areas. AbstractThe purpose of this study is to trace key developments in the evolution of consumer brand choice. Based upon the critical and in-depth literature review, several salient issues are identified. Today's consumer can be characterised as suffering from 'over choice' and choice fatigue. As a consequence, consumers have developed phased decision-making strategies in order to simplify their decision making. An integral component of these phased decision-making strategies is the formation of a downsized subset of brands, the consideration set, from which brand choice is made. Of those brands held within the consideration set, similarities in terms of brand attributes have prompted brand image as the significant differentiator in facilitating choice. It is evident that brands must develop an emotional and symbolic attachment with consumers if they are to succeed in today's highly competitive marketplace. Brand managers must recognise that it is through the manipulation and moulding of brand image that truly meaningful differentiation and brand meaning can be achieved. The main contribution of the paper lies in the exploration of brand image. Brand image is viewed as a multi-dimensional construct -the key dimensions of heritage and authenticity have been identified as pivotal determinants of brand success.

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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-The purpose of this paper is threefold: first, to establish the role of the pop-up store within the international location strategy of fashion retailers, second, to identify the factors influencing pop-up store location choice and the importance retailers ascribe to it and third, to assess how pop-up locations are sourced and selected. Design/methodology/approach-A multiple case study was adopted. Research was conducted using secondary data sources, observation and semi-structured interviews with senior executives with strategic responsibility for store/brand development internationally. Manual content analysis was conducted. Findings-Key findings cover the role of Pop-up stores within international retail location strategy, notably features, forms and function, with the latter highlighting the importance of opportunistic market testing and trial, reduced risk, regeneration, ROI-and CRM-driven decisions; the factors impacting location choice and selection, specifically the trade-offs between reactive and proactive approaches and the importance of networks and intuition, and future pop-up directions. Research limitations/implications-Due to the chosen research approach, the results may lack generalization outside of the given sector and marketplaces. Several avenues for future research are elucidated including exploration of pop-up transformations including pop-up rebrand, technology enabled, experiential and third place. Originality/value-The study contributes to the nascent field of research by providing new insight into the role of pop-ups within international location strategy, the factors influencing location choice and selection and offers a pop-up location taxonomy.

Purpose – Since the concept of the flagship store format was first introduced to retailing in the 1970s, both its form and function have evolved considerably. The highest concentration of flagships can be seen in the luxury fashion market. This paper aims first to define the flagship concept in terms of its key characteristics, and second to outline the academic and industry developments, thereby charting its evolution.\ud \ud Design/methodology/approach – Research was undertaken qualitatively due to the exploratory theory building nature of the subject area and the absence of accepted theoretical frameworks. This took the form of non participant observation and in-depth interviews with brand representatives within seven major fashion capitals.\ud \ud Findings – The research identifies essential elements of the luxury store format: its scale and size which usually exceeds functional need; it is derived and built on the twin features of exclusivity and uniqueness; it seeks to offer the customer a justification for their visit. The format evolves and adapts to find new ways of generating and communicating differentiation.\ud \ud Research limitations/implications – The findings provide direction for future research in the area, in particular, an opportunity to investigate how luxury flagship stores adapt in order to accommodate market conditions.\ud \ud Originality/value – The paper delineates the characteristics of the luxury flagship store format and identifies a new characteristic of this format