Brand-image Marketing: Salient Benefits Sought by Fashion Consumers for Needs Fulfillment

Leung, Chun Sing; Zhang, Z. M.; Lee, T. S.

doi:10.1080/00405000008659531

Cited by 5 publications

(4 citation statements)

References 12 publications

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“…Secondly, as found in a previous study (Leung et al, 2000), both the functional benefits and symbolic benefits are most likely to be essential rather than desirable to fashion consumers. When combined with the findings of the present study, this means functionality and symbolism of a garment are essential to a consumer's emotional satisfaction and fulfillment.…”

Section: Discussionsupporting

confidence: 52%

‘Non-utilitarian’ Shopping: Young Female Fashion Consumers' Emotional Motives and Experiences

Leung

Chu

Lee

2003

Journal of the Textile Institute

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Section: Discussionsupporting

confidence: 52%

‘Non-utilitarian’ Shopping: Young Female Fashion Consumers' Emotional Motives and Experiences

Leung

Chu

Lee

2003

Journal of the Textile Institute

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“…By doing so, we aim to achieve a better understanding of the determinants of fashion store personality, which is essential for retail managers who wish to (re)position their stores with regard to their personality. Since retailing in the fashion industry contributes ever more to the creation of symbolic value (Leung et al, 2000), it is worthwhile targeting this sector for a (first) idiographic SP investigation. In our study we focus more specifically on fashion chains in Belgium.…”

Section: Research Objectivesmentioning

confidence: 99%

Determinants of fashion store personality: a consumer perspective

Brengman

Willems

2009

Journal of Product &Amp; Brand Management

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Purpose -The purpose of this paper is to identify the main determinants of fashion store personality, as perceived by the shopper. It aims to discover factors that are responsible for specific store personality trait perceptions in order to understand how these humanlike personality traits are induced in a retailing context. Design/methodology/approach -With this end in mind, a qualitative exploratory study was undertaken. A total of 70 in-depth semi-structured interviews were conducted with a convenience sample of Belgian adult respondents to systematically assess the connotations of the 34 different store personality trait descriptors put forward by d'Astous and Lé vesque. Respondents were asked which fashion stores they considered to embody these specific personality traits and they were probed for the sources of inference they used. Findings -The findings reveal that the store environment and store design particularly is an important factor in determining the personality of fashion stores. Also, other factors such as corporate social responsibility, reputation, service level, the salespeople, the merchandise sold, price/quality perceptions and the consumer base determine perceptions of "genuineness", "solidity", "sophistication", "enthusiasm" and "unpleasantness". Practical implications -A better understanding of the determinants of fashion store personality is essential for retail managers who wish to (re)position their stores. Retailers and store designers should be aware of the important role of "atmospherics" in this regard. Originality/value -Apart from conceptual work, no empirical research has yet systematically investigated determinants of each of the main store personality dimensions.

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“…Hence, brand loyalty is a significant indicator of success (Ehrenberg et al, 1990), and particularly for fashion retailers (Birtwistle et al, 1998). Young fashion consumers seek out both functional and symbolic benefits that are essential to their experiences (Leung et al, 2000). These attributes are encapsulated within branding statements, and the visual messages that convey them.…”

Section: Components Of Retail Imagementioning

confidence: 99%

The marketing directions of two fashion retailers

Newman

Patel

2004

European Journal of Marketing

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Topshop and Gap are important fashion retail brands targeting young style-conscious UK consumers. However, business performance differs widely with Topshop enjoying record sales whilst Gap has recorded losses at a five year high. This paper investigated these variations in performance from a strategic and holistic view of retailer brand image, and the adoption of quality marketing orientation. Answers were sought using key image attributes as a vehicle to understanding customers' perceptions of the retailers under study. Survey data were collected from a sample of 300 typical customers who were set the task of ranking image attributes. Factor analysis of customer responses indicated that Gap customers were offered lifestyles in advertising that were out-of-step with the merchandise on the shelves. This reflected a failure on the part of retail management to satisfy the target market. Topshop customers displayed high levels of confidence in the merchandise proposition but stressed the importance of atmosphere and sales staff in overall assessments. This finding reinforces the view that sustainable retailer positioning pivots on a range of marketing activities as well as matching fashion consumers to styles. The research concludes with implications for strategic retail marketing, theory and practice.

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Brand-image Marketing: Salient Benefits Sought by Fashion Consumers for Needs Fulfillment

Cited by 5 publications

References 12 publications

‘Non-utilitarian’ Shopping: Young Female Fashion Consumers' Emotional Motives and Experiences

‘Non-utilitarian’ Shopping: Young Female Fashion Consumers' Emotional Motives and Experiences

Determinants of fashion store personality: a consumer perspective

The marketing directions of two fashion retailers

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