دانلود رایگان مقاله انگلیسی فرصت هایی برای خرده فروشی لوازم مد روز در فروشگاه های موقت - امرالد 2017

Abstract

Purpose – The purpose of this paper is to further theorize the concept of the “sustainable temporary store” and explore benefits and challenges for slow fashion retailers using temporary stores to promote a new value proposition and develop a business model. Design/methodology/approach – The theoretical part combines the findings from marketing and human geography literature to theorize pop-up retailing from the slow fashion SME perspective. The empirical part uses a critical case study and a qualitative method approach (primary sources, half standardized interviews, ethnographic observation). Findings – The study provides theoretical insights into five success criteria for the “sustainable temporary store” across geographies. Empirical findings allow for further conclusions about challenges in regards to spatial requirements and business modeling for slow fashion retail entrepreneurs in the Netherlands. Research limitations/implications – Limitations of the study are the geographical scope of exiting literature on the global north and the restricted sample size. However, by selecting a critical case, careful geographically restricted generalizations can be made. Practical implications – The study provides useful information for slow fashion entrepreneurs who want to use cheap temporary space to develop their retail business model. Social implications – The results show that there is placemaking value (social value creation) in temporary slow fashion retailing. Originality/value – The study provides a relevant contribution to the theory of pop-up retailing and more precisely to the concept of the “sustainable temporary store.” It also delivers a replicable empirical research design for other geographies.

Conclusion and discussion

Combining marketing and human geography literature, the concept of the “sustainable temporary store” (Pomodoro, 2013) could be enriched. From the perspective of slow fashion retailing start-ups, five relevant properties of pop-up retailing could be identified: moderate scarcity in terms of the time of the pop-up retailing (six months to one year), an immersive, multi-sensory and interactive store environment, aesthetic interstitiality (unusual location or exterior store design), evental interstitiality ( festival-like programming) and the need for social media marketing in the pre-experience, experience and post-experience phases.

The empirical case of one “sustainable temporary store” in the Netherlands shows that a starting retailer can use these properties to successfully build and promote a retail brand and a unique value proposition in slow fashion retailing. In how far is the “Het Strijken” pop-up retail experience generalizable? On the grounds of the methodological choices, the case can be qualified as critical. It could be shown that “Heet Strijken” used all relevant properties of the “sustainable temporary store.” However, the entrepreneur could not sufficiently develop a retail concept into a sustainable business model due to the lack of knowledge and skills in business modeling and the lack of financial resources. Also, aesthetic interstitiality eventually turned into a challenge as customers on the long run preferred to shop in a territory with a matching cluster of small boutiques and hospitality offerings.