Free

The Sensory Retail Environment of Small Fashion - Essay Example

Comments (0) Cite this document
Summary
The author attempted to discover whether experiential retailing can be applied as a way of retail brand differentiation. Methods of data collection were poor because some of the data could not be quantified. The results indicate that store sensory traits such as smell…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.1% of users find it useful
The Sensory Retail Environment of Small Fashion
Read TextPreview

Extract of sample "The Sensory Retail Environment of Small Fashion"

Critical evaluation of a research paper: The Sensory Retail Environment of Small Fashion Boutiques Critical evaluation of a research paper: The Sensory Retail Environment of Small Fashion Boutiques
Introduction
The author attempted to discover whether experiential retailing can be applied as a way of retail brand differentiation (Clarke, Perry& Denson, 2012). The aim of the research is to determine the sensory experience of patrons in a small vintage. In this case, photo-elicitation interview was used, a qualitative method of research to give more information on the research question. Methods of data collection were poor because some of the data could not be quantified. The results indicate that store sensory traits such as smell, lighting, owner and sound can influence the customer experience.
Strengths
The research methodology was suitable for the study. The study uses qualitative methodology using photo-elicitation interview. The researchers introduced the photographs, which were taken by the participants as a tool to give more information on the questions. This was effective because the participants were able to communicate dimensions of their lives. Visual images play an important role in the customer behavior in a commercial setting (Robson, 2011).
The research design was suitable for this study, researcher compared two different vintage shop with contrasting sensory environment. Comparison why customer returned to one shop compared to the other. In addition, the sample size was small to gather more information on the question of the study (Saunders, Thornhill & Lewis, 2012).
Interviews were used for this case study, which were long enough to ensure that the questions were satisfactory answered. In addition, there was telephone follow up for clarification of the information. The notes were written down to generate insights in the fashion retailing shop. The photographs were also used to support the written words to add meaning to the information communicated.
The sample collection process within the participant was consistent. All participants were given similar digital camera and demonstrated how to use. In addition, the entire participants were met individually to ensure the information provided was according to their own experience. A photograph is very useful because it record things the way they look (Rose, 2012).
Weaknesses
The methods of data collection were poor. Clarke, Perry & Denson (2012) research was very unsatisfactory in the manner it was carried out. Five female participants were left out to define sensory environments. This personal definition is not satisfactory, does not allow comparison of studies, and does not allow the examination of the sensory environments. Participant 1, for example, it was not clearly whether she returned to the shop because she knew the owner or sensory environment.
There was a problem of participant bias. The owner of the shop identified all the participants. The use of familiar participant will result information bias, therefore, the result may not be accurate.
Conclusion
The data was collected in a systematic way as the participants were given similar camera and were assessed individually to avoid information bias. In addition, the sample size was small to enable the researcher get enough information of the research question. However, selection of the participants was biased.
References list
Clarke, D. W. Perry, P. & Denson, H. (2012) The Sensory Retail Environment of Small Fashion Boutiques, Journal of Fashion Marketing and Management: An International Journal, 16 (I4), 492-510
Gaimster, J. (2011) Visual Methods in Fashion. Oxford: Berg Publishers.
Robson, C. (2011) Visual Research Methods in Fashion. Oxford: Berg Publishers.
Rose, G. (2012) Visual Methodologies: An introduction to researching with visual materials, 3rd ed. London : SAGE Publications.
Saunders, M., Thornhill, A. & Lewis, P. (2012) Research Methods for Business Students. 6th ed. London: Prentice Hall Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Sensory Retail Environment of Small Fashion Essay”, n.d.)
The Sensory Retail Environment of Small Fashion Essay. Retrieved from https://studentshare.org/business/1673963-the-sensory-retail-environment-of-small-fashion
(The Sensory Retail Environment of Small Fashion Essay)
The Sensory Retail Environment of Small Fashion Essay. https://studentshare.org/business/1673963-the-sensory-retail-environment-of-small-fashion.
“The Sensory Retail Environment of Small Fashion Essay”, n.d. https://studentshare.org/business/1673963-the-sensory-retail-environment-of-small-fashion.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF The Sensory Retail Environment of Small Fashion

Retail Business and Consumer Environment

...Retail Business and Consumer Environment Introduction: Retail, long regarded as a low-margin and tough industry, has been characterized by turf battle and waves of innovation, because companies concentrate on consumer tastes and revamp business models to reduce overhead expenses, as well as tap new business hubs. Retail executives are routinely grappled with several critical decisions like where to locate their stores, which products to stock, what to be done with supply chains, how to open up new sales channels, and how to build customer loyalty avenues. “Retail executives need to be idea people as well as analysts. After all, success in...
11 Pages(2750 words)Essay

Fashion Retail Marketing

...? Fashion Retail Marketing Contents Contents 2 Executive Summary 3 Brand Value, Strategy and CSR 3 Product Range and Positioning 7 Macro and Micro Environment Analysis 9 PEST Analysis 9 Value Chain Analysis 12 Future Challenges and Opportunities 15 Conclusions and Recommendations 16 References 19 Appendix: Self Reflection 21 Executive Summary Fashion retailing is a global enterprise. As the consumer demands are ever changing, this industry has also constantly evolved over the years. Emergence of new entrants and constant innovation by the existing firms in this industry has induced tough competition. Companies are now planning strategies to increase the...
16 Pages(4000 words)Essay

Fashion Retail Research Levis

...Fashion Retail Research - Levi's [Type Here] Here] Here] [Type Here] Table of Contents Table of Contents 2 Bibliography 8 Brand Profile Levi is world famous denim jeans brand, owned by Levi Strauss & Co. (LS&CO) founded in 1853. It is a privately held company formed by Levi Strauss and now by his family. Levi's jeans was started to produce in 1873 and is called the original and authentic jeans (www.levistrauss.com). It has a wide range of products which caters to different sort of people. It caters to men, women and children worldwide. Indirect competitor is even companies like Armani, and direct competitors are companies like The Gap. SWOT Analysis Levi is a very...
4 Pages(1000 words)Case Study

Online and Offline Clothing/Fashion retail sales

...industry continues to look decent as it is expected to rise by 11% but can be diminished through constant competition. How many Menswear Fashion/Clothing retailers are located in the US?  From the perspective of the industry, around 2 million stores of menswear are located in America. Stores such as JoS A. Bank, Menswear house and Express have gained the most share in their quest to thrive the market. Since older gentlemen need to wear corporate wear, these stores have the amazing ability to mesh style and creativity with corporate clothes. The revenue that has been accumulated from men’s clothing has been up to $8.8 billion, which shows that companies are still making sales in this recessive...
2 Pages(500 words)Essay

South Africa Fashion Business Environment

The location of the boutique in Worcester Mall is strategic. The boutique is in the interesting location because it is on the wine route that is likely to have a variety of customers from not only the area but also even the international visitors. However, this might be a disadvantage if the wine tasting seasons is not booming because that will mean the customer base will be the locals only. In Craighall Mall, the boutique is located in the most expansive Suburb. However, the disadvantage is that it is very close to the Hide Park mall that also has the best customer base both international and locals the interesting thing about the local customer is that most are international diplomats. According to Jennings, paying R640.00 for a...
4 Pages(1000 words)Assignment

Fashion, Retail and Advertising

...Fashion, Retail and Advertising by Fashion, Retail and Advertising Introduction Fashion and social trends, all through time, have had major impacts on the way that the market operates. The world of advertising is constantly evolving in order to keep up with whatever is new in the market, socially or fashion wise. In the period spanning the year 2000 to the year 2013, the rapid evolution of advertisement following the constantly changing world trends has held true. More than ever, retail services and advertising are dependent on the ability of retailers to keep up with, and even pre-empt the next big thing in the market. This paper is a study into the cultural and social changes that have taken place in the decade... running from the year...
8 Pages(2000 words)Essay

Fashion retail concepts of the future

...to the purchase stage. Fashion is ushering in an age of interactive shopping. Interactive experience means that a client takes charge of one’s shopping time. This involves the use of sensory simulation in testing products before purchase. For instance, the Burberry store in central London avoids the idea of direct purchases. The store has simulated the website experience in its physical store on Regent Street. A customer, therefore, makes one’s purchases from the sofa while using a swipe machine (Cartner-Morley, J. 2012, 1). Clothing in the store has chips and identification technology that makes it possible for customer to witness images of clothes in catwalk. Mobile applications will be a key...
2 Pages(500 words)Essay

Fashion Retail in the UK

...FASHION RETAIL IN THE UK School Fashion Retail in the UK The BCG is a business strategy model that seeks to evaluate the relative position of a business portfolios and their potential. The portfolios are classified into four sub classes. These four sub classes are categorized based on the market share and the growth rate of the industry in which the organization operates under (Botten, 2005). This assignment will seek to summarize the ideas behind the BCG business strategy. In addition, it will look critically into Zara UK’s strategy model and the benefits it has drawn by implementing the strategies. Large companies always face challenges to allocate effectively their...
4 Pages(1000 words)Essay

Will Genderless Fashion Change Retail

...in the fashion industry are wondering whether the genderless mode of fashion will apply in the retail industry. Some, however, are quite confident that people will do away with gender codes that have been considered for many years. For example, some women go for Givenchy men’s collection. On the other hand, men have been found eyeing and buying brands for women such as the Celine. Traditional demographic segments such as location, age and gender no longer applies in the fashion industry. The fact is that many people are creating their brands that are not dictated by traditional demographics noted earlier. For example, it has been noted that close to 30% of menswear are...
2 Pages(500 words)Essay

Fashion Retail Management - Personal Statement

...environment. I believe the Introduction to Masters Study (Online short course) will offer me a crucial opportunity to grow my profession even further. Learning is a continuous journey that never ends. Growing up I watched my Dad working hard to become as successful businessman. He reminded me throughout difficult times that hard work is key to success. Heeding his advice, I am soon completing my first degree in Business Management and thereafter register for an MA in Retail Fashion Management will help me attain my goal. I now feel that I am confident, self-motivated, and determined. My eventual career objective is to establish a multi-channel based virtual store which will also...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic The Sensory Retail Environment of Small Fashion for FREE!

Contact Us