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This concept involves setting up a vendor managed micro-store with its own dedicated space, decor and fittings, staff trained to meet the high fashion brand’s service levels, separate dressing rooms, and potentially their own systems of inventory management etc. Special in-store ‘destination’ points are thereby established to drive store and brand visibility and to increase overall store profitability. The micro-store would be entirely responsible for selecting which merchandise to stock and how to display it.
You have been asked explore the ‘state of play’ in academic literature and practitioner information, which could be used to design a strategy for a particular general merchandise retailer. Your task is to gather existing consumer insights relating to retailing high fashion New Zealand designer clothing brands as a stand-alone store within the clothing department of a larger store.
Questions for you to consider in a consumer behaviour context are:
1. BRANDING:
a. How do consumers perceive high fashion designer brands, and to what extent are there differences in perceptions among brands?
b. How are general merchandise retailer brands perceived, and how might this differ to fashion brands?
2. DECISION MAKING: What influences women when they decide on where to shop for high fashion designer clothes?
Assignment: Conduct a literature review of relevant academic articles (consumer marketing, consumer psychology and retailing literatures are likely to be the most helpful) to scope the existing knowledge on this topic. Your submission could be formatted as a report or a structured essay, and can focus on one or more of the questions listed above, though the focus of your submission should be clear. Industry information can also be used, but should not form the majority of sources for your assignment. Your literature review should clearly establish what is currently known about the question(s) you are focussing on, and also what remains to be addressed.
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