Paul Freathy

More than just a name above the shop: a comparison of the branding strategies of two UK fashion retailers

UK fashion retailing is characterised by high levels of market concentration, centralisation and outlet standardisation. In the pursuit of market share, the multiple fashion retailers are implementing branding strategies that aim to differentiate their product offer and reinforce their market positioning. Empirical research, via key informant interviews, examined the branding decisions of two multiple fashion retailers and established four main methods of brand differentiation.

Customer decision making in fashion retailing: a segmentation analysis

Research into store image, market positioning and store choice has mainly been carried out in supermarkets or department stores and only a limited amount in speciality retailing. This study uses conjoint analysis to examine the way consumers choose where to purchase menswear fashion clothing, based on their perception and trade‐off of four attributes ‐ price, quality, selection and staff ‐ shown to be important in previous research. The results indicate that quality was the most important attribute to the respondents in this study. The paper concludes by analysing sub‐segments of shopping preferences for customers of Next for Men, a UK fashion retailer.

Developments in the Superstore Labour Market

This article applies labour segmentation theory to the labour market in superstores. Whilst there are limitations over the applicability of this theory, broad divisions between primary and secondary sector employment conditions may be recognised. Moreover, the lubour supply reveals a distinct gender bias with women being used primarily as sales assistants and males occupying managerial positions.

Motivating the employee in the independent retail sector

Abstract This paper examines the motivations and levels of satisfaction experienced by employees in the independent retail sector. Drawing upon Lockes Theory of the Motivational Sequence, the paper reports the results of 121 qualitative interviews with staff. The structure of the retail labour markets is first examined. The paper then considers levels of job motivation and satisfaction. Both extrinsic and intrinsic factors are considered. The day-to-day interaction with customers, the level of responsibility held and working with fellow colleagues are all seen as positive aspects of the job. Alternatively, rude customers and unappreciative employers were held to be amongst the most negative factors. The paper concludes with a discussion of these results.

Flexibility, labour segmentation and retail superstore managers: the effects of Sunday trading

Research into retail employment relations has focused largely upon the shop floor worker. Relatively little has been written on the role of store management. This paper focuses upon managerial attitudes to one of the major contemporary retail issues- Sunday trading. It examines the composition of the managerial workforce within the DIY and grocery superstore sectors and analyses their attitudes towards Sunday opening. It concludes that, compared to other job categories, these superstore managers perceive there to be greater disadvantages with Sunday working. The implications of this are assessed both in retail management terms and also in the context of debates about restructuring retail employment, labour market segmentation and flexible workforces

Spending time, spending money: passenger segmentation in an international airport

Changes within the air transport sector have required many European airports to either develop or expand their commercial activities. Strategies have included the expansion of retail space, a broadening of the tenant and merchandise mix and the development of a passenger segmentation strategy. This paper explores the efficacy of this approach by identifying the behaviour of different passenger segments while in an international airport. Using a framework of strategic market segmentation, it identifies how travellers allocate their time having entered ‘airside’ and details any purchases made. Using observational research and a face-to-face quantitative survey, 301 passengers were tracked and interviewed. Through a broad based, a priori form of segmentation, significant differences in shopping behaviour are identified. Such findings assist with the development of the airports commercial strategy and allow a number of observations to be made about the value of market segmentation from both a theoretical and managerial perspective.

Contemporary Developments in Employee Relations in Food Retailing

Over the past decade considerable attention has been focused upon the changing nature of the retail food sector. While some attempts have been made to detail the implications for employee relations, the majority of studies have chosen in-depth qualitative research. While all such study is to be welcomed, it is necessary to place such focused research into the context of sectoral change. This article provides an overview of the major developments within food retailing and details their impact upon contemporary employment relations.

SUNDAY WORKING IN THE RETAIL TRADE

For many individuals, Sunday working in retailing is simply a fact of life. With many retailers trading, some legally, others illegally, on a Sunday, there is a need to understand the Sunday labour market. Provides a general summary of the findings of a major survey into the structure, composition, terms and conditions and motivations of this Sunday retail workforce.

Retailing in post‐apartheid South Africa: the strategic positioning of Boardmans

Purpose – This paper aims to detail the strategic repositioning of a retail organisation in South Africa. It seeks to describe the social and political transformations that have occurred since the ending of the apartheid regime and discuss the implications of these changes for the retail sector. In particular, the emergence of a new middle class has required many organisations to reconfigure their business processes and operations. The paper focuses upon one company (Boardmans) to illustrate many of these changes.Design/methodology/approach – The data used in this paper are primarily secondary in nature. One of the authors was also incumbent within the organisation and had direct experience of many of the issues that are described.Findings – Many retail organisations initially found it difficult to cope with the needs of non‐white customers and were forced to make changes to the way in which they operated their businesses. Boardmans, whilst initially coping in the post‐apartheid period, over time, lost to...

Employment Theory and the Wheel of Retailing: Segmenting the Circle

This article attempts to highlight the transitory nature of the retail labour market and provide a theoretical framework that accounts for the employment changes that have occurred in retailing since the Second World War. Using the concept of cyclicality embodied within the Wheel of Retailing, it identifies how at each stage of the cycle there develops a new dominant form of employment relation. The British grocery sector is taken as an example to illustrate this relationship.