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Ephemeral Retailing

2019-07-26 Business & Economics
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Release : 2019-07-26
Genre : Business & Economics
Kind : eBook
Book Rating : 497/5 ( reviews)

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Book Synopsis Ephemeral Retailing by : Ghalia Boustani

Download or read book Ephemeral Retailing written by Ghalia Boustani. This book was released on 2019-07-26. Available in PDF, EPUB and Kindle. Book excerpt: Often described as the "hottest" retail phenomenon, ephemeral retail concerns the growth of pop-up stores as a new mode of retailing. These temporary stores "pop-up" without notice, quickly attract crowds, then disappear or morph into something else. Although they share similarities with traditional physical stores and online stores, ephemeral stores outshine existing retail formats as they have many unique and differentiating characteristics. These stores are becoming more popular among distribution channels as they offer exclusive and surprising retail experiences. Many established brands have already integrated these new points of sale into their distribution channels, while other brands are adopting them to raise communication, awareness, sales or just for experimentation. This phenomenon is finding its place amongst retailers not only for its efficiency and effectiveness but also for its unique impact, providing a sense of novelty that makes it particularly attractive to postmodern consumers seeking hedonic experiences. This concise text introduces all aspects of this growing phenomenon and contextualises it within existing channels of distribution. It explores brand atmospheric interventions that are designed to affect customer emotions, behaviours or experiences, as well as practices retailers adopt to build relationships with their customers. It will be of interest to scholars and advanced students in retail marketing and branding.

Pop-Up Retail

2021-05-13 Business & Economics
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Release : 2021-05-13
Genre : Business & Economics
Kind : eBook
Book Rating : 445/5 ( reviews)

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Book Synopsis Pop-Up Retail by : Ghalia Boustani

Download or read book Pop-Up Retail written by Ghalia Boustani. This book was released on 2021-05-13. Available in PDF, EPUB and Kindle. Book excerpt: Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise. Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today’s busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity. The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.

A Fashion Retailer’s Guide to Thriving in Turbulent Times

2022-12-01 Business & Economics
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Release : 2022-12-01
Genre : Business & Economics
Kind : eBook
Book Rating : 403/5 ( reviews)

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Book Synopsis A Fashion Retailer’s Guide to Thriving in Turbulent Times by : Ghalia Boustani

Download or read book A Fashion Retailer’s Guide to Thriving in Turbulent Times written by Ghalia Boustani. This book was released on 2022-12-01. Available in PDF, EPUB and Kindle. Book excerpt: By raising questions and providing scenarios for success, this book embraces fashion brand development in current turbulent retail environments. A brand must have an essence; it needs to respect a philosophy, abide by values and follow clear processes. A brand’s success and sustainability follow specific rules, nonetheless for fashion brands. But do fashion brand management rules apply in today’s turbulent times? Acknowledging and going beyond branding theory, this book challenges knowledge and practices that have been guiding fashion retail brands for many years. Co-written by an academic researcher and a retail consultant with 30 years of experience, this practical guide offers not a process that fashion brands must follow, but potential avenues for survival in today’s retail market and facing today’s customers. Professionals and students of fashion retailing and branding will appreciate the detailed case studies that illustrate revisited concepts and thought-provoking suggestions on how to make decisions for an uncertain future.

Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices

2022-06-24 Business & Economics
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Release : 2022-06-24
Genre : Business & Economics
Kind : eBook
Book Rating : 821/5 ( reviews)

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Book Synopsis Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices by : Akel, Gökhan

Download or read book Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices written by Akel, Gökhan. This book was released on 2022-06-24. Available in PDF, EPUB and Kindle. Book excerpt: Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by technology have led to problem-solving, creative functioning, and unique improvements along with experiences. Human-digital experience interaction prevails in many areas of modern society, and in order to evaluate this interaction, a more balanced understanding of digital and experience processes is required. The Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices discusses innovative research on experiential marketing and evaluates the interdisciplinary reflections of practices from different perspectives. The book also explores how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations. Covering critical topics such as experience economy and tourism experience management, this reference work is ideal for managers, marketers, hospitality professionals, academicians, practitioners, scholars, researchers, instructors, and students.

Customer Experience in Fashion Retailing

2024-06-20 Business & Economics
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Release : 2024-06-20
Genre : Business & Economics
Kind : eBook
Book Rating : 62X/5 ( reviews)

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Book Synopsis Customer Experience in Fashion Retailing by : Bethan Alexander

Download or read book Customer Experience in Fashion Retailing written by Bethan Alexander. This book was released on 2024-06-20. Available in PDF, EPUB and Kindle. Book excerpt: This text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context. Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys, designing harmonised CX across retail brand environments online and offline, responsible retailing and taking a human-centric approach to create visceral, wellbeing-based experiences. Finally, the retailer perspective explores real-life case studies of great customer experience from international brands, including Zara, Nike, Ecoalf, To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout, including chapter objectives and reflective questions. Comprehensive and unique in its approach, Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management, Customer Experience, Retail Design and Visual Merchandising, Fashion Psychology and Fashion Marketing.

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