Ann Fairhurst

Fast fashion: response to changes in the fashion industry

The fashion apparel industry has significantly evolved, particularly over the last 20 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market. This article reviews the literature on changes that have happened in the fashion apparel industry since the 1990s, highlighting the emergence of a concept of ‘throwaway’ or fast fashion. It describes fast fashion from a supplier as well as a consumers perspective, and draws attention to several potential research issues.

International expansion of retail firms: A theoretical approach for future investigations

Abstract The purpose of this study is to offer a comprehensive assessment and evaluation of the literature in the field of a firms internationalization based on a behavioral paradigm and propose a model for the retail internationalization process which could serve as a basis for future empirical investigations of international retail expansion. The model discusses the antecedents, the process and the outcomes of international involvement of retail firms. An attempt has been made to apply major variables in the model to idiosyncrasies of the retail industry and provide examples of currently active international retailers in the U.S.A. The model is dynamic as it proposes that the outcome of a retail internationalization process will affect its antecedents.

Consumer shopping value, satisfaction, and loyalty for retail apparel brands

Purpose – To examine the effect of utilitarian and hedonic shopping benefits on customer satisfaction, loyalty, and word of mouth communication in a retail branded context.Design/methodology/approach – A sample of young adult consumers (N=276) was surveyed using a self‐administered questionnaire. Statistical techniques (confirmatory factor analysis, structural equation modeling) were used to evaluate the data.Findings – Statistical models indicate support for significant, positive relationships between utilitarian and hedonic shopping benefits, customer satisfaction, customer loyalty, and word of mouth communication.Research limitations/implications – Limitations of this study include the use of a college student sample and confinement to the specialty apparel retail branded purchasing context. The findings are useful because links between the delivery of shopping benefits (e.g. hedonic and utilitarian) and important outcome variables (e.g. customer satisfaction, loyalty, and word of mouth communication) ...

Consumer shopping value for retail brands

Purpose – To examine whether consumers value the in‐store experience that retailers provide as part of the store as brand concept.Design/methodology/approach – A sample of young adult consumers (N=188) was surveyed using a self‐administered questionnaire. Statistical techniques (MANOVA, post hoc tests) were used to evaluate the data.Findings – Statistical models indicate that consumers expect both hedonic and utilitarian value to be present when shopping in the store as brand context.Research limitations/implications – The findings are useful because they confirm significant differences in consumer perceptions of hedonic shopping value across several retail brands. Therefore, customers appear to recognize the uniqueness among the in‐store experience that retailers are working hard to achieve. This delivery of value, then, seems to be an effective source of differentiation.Practical implications – The results of this study indicate that retailers using a “store as the brand” strategy should continue to inv...

Determinants of International Retail Involvement: The Case of Large U.S. Retail Chains

Although retail operations traditionally have been considered poor candidates for international expansion, firms in mature retail markets are increasingly turning to international markets as a means for strategic growth. In this study, the authors examine how internal determinants affect the international ventures of large U.S. retail chains, comparing internal characteristics of international and domestic firms. The authors use the behavioral internationalization paradigm to develop a model of international retail involvement, which serves as a conceptual framework for the study. Through a logistic regression model, the results support the relevance of six of eight explanatory determinants of international retail involvement. The findings highlight the powerful influence of the strategic management characteristics, competitive advantages related to retail concept and logistics, and a retailers size. In contrast, neither previous experience in direct foreign sourcing nor competitive advantages related to retail merchandise were significant in this model.

Factors underlying the phenomenon of consumer ethnocentricity: evidence from four central European countries

It has been suggested that ethnic sentiment is becoming one of the strongest motivations in consumer purchasing behavior in the contemporary marketplace, particularly in economies undergoing major reforms such as those in Central and Eastern Europe (CEE). While the consequences of consumer ethnocentric tendencies have been well acknowledged in empirical research, the sources of this phenomenon have yet to be established. The present study inquired into cultural openness and demographic variables as antecedents to consumer ethnocentricity. Theory based propositions were investigated on samples of consumers in four CEE countries. The results revealed relatively low ethnocentric tendencies, which differed significantly across the countries. Furthermore, brand awareness as an indicator of cultural openness, age and gender were all found to be significant determinants of this phenomenon. The paper concludes by providing a platform for further discussion on the role of ethnocentrism research.

Marketing capabilities and firm performance in fashion retailing

Intense competition and short product life cycles in fashion retailing present a number of marketing challenges for retail firms in both the USA and abroad. In order to survive in this industry, it is vital for participants to develop and leverage core marketing capabilities. The current study examines the effectiveness of different marketing capability factors in a cross‐section of the US specialty apparel and footwear retailing sector (n = 60 retail firms). Data were collected from marketing executives in a national mail survey. Specifically, marketing capabilities in image differentiation, promotions, external‐market knowledge and customer service are examined for their impact on firm level performance. A two‐stage structural equation model is used to test the study’s hypotheses. Results suggest that the most effective marketing capabilities, in terms of performance, are image differentiation and promotional capability.

US shopping mall attributes: an exploratory investigation of their relationship to retail productivity

In light of several successful US mall repositionings, industry experts have encouraged other less productive properties to follow their lead. This study investigates the relationship between selected mall attributes and productivity. A mail survey was sent to a random sample of mall marketing managers. Chi‐square and correlation analysis was used to identify the attributes that were significantly related to productivity. Super‐regional malls located in large, densely populated cities with high income residents were the most successful properties. The results suggest that the attributes of successful malls cannot be transferred or adapted by lower performing malls. Market strategy variables that could be duplicated were not significantly related to high productivity.

The influence of consumer traits and demographics on intention to use retail self‐service checkouts

Purpose – The purpose of this paper is to explore the relationships among demographic factors (gender, age, education, and income), consumer traits (technology anxiety, need for interaction, and technology innovativeness), and intention to use retail self‐checkouts.Design/methodology/approach – A total of 285 usable responses are obtained through a web‐based survey after excluding non‐qualified respondents. Structural equation modeling is developed and tested.Findings – The results of this paper demonstrate that demographic factors only indirectly influence intention to use retail self‐checkouts through consumer traits and thus the authors conclude that individual differences in the use of retail self‐checkouts can be attributed to consumer traits which are determined by some of the demographic factors.Research limitations/implications – Demographic factors and consumer traits are only included as determinants of intention to use retail self‐checkouts. Therefore, future research could attempt to draw a co...

An examination of shopping behavior of visitors to Tennessee according to tourist typologies

The overall objective was to determine tourist typologies and if differences exist with souvenir purchases, sources of information used by tourists to select a place to shop, and shopping behavior. Potential visitors to Tennessee were grouped into categories labeled City, Historical, Active, Alone, and Tour Groups. Data from the survey indicated City individuals spent the most time and money shopping while Active individuals spent the least amount of time. Word-of-mouth recommendation from family or friends was the most important factor in choosing where to shop. Crafts, maps, and books from the area were important to purchase. The determination of tourist styles may aid tourism promoters in souvenirs to offer.