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| Tekijä: | Newman, A. J. Patel, D. |
| Otsikko: | The marketing directions of two fashion retailers |
| Lehti: | European Journal of Marketing
2004 : VOL. 38:7, p. 770-789 |
| Asiasana: | Fashions industry Retailing Market orientation Marketing strategy Brands Corporate image Consumer behaviour Factor analysis |
| Kieli: | eng |
| Tiivistelmä: | Fashion retailing is a highly competitive and profitable part of the UK retail sector. This paper focuses on the two major fashion multiples Gap and Topshop, an attempt to identify the key factors that influence the market performance of these brands. Topshop customers displayed high levels of confidence in the merchandise proposition but stressed the importance of athmosphere and sales staff in overall assessment. This finding reinforces the view that sustainable retailer positioning pivots on a range of marketing activities as well as matching fashion consumers to styles. |
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