TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Adam, Marcus
A1  - Moessle, Katharina
ED  - Bug, Peter
T1  - Analysis of moving images in fashion stores in Stuttgart
T2  - Fashion and film : moving images and consumer behavior
N2  - Today, digitalization is firmly anchored in society and business. It is also recognized to have significant impact on the retailing sector. The in-store display of moving images has so far, however, gained little attention by researchers. The aim of this research is to provide a first estimation on the current state of moving images distribution in stationary retail stores. A store check was the basis for analysis and evaluation. In sum, 152 stores were analyzed in Stuttgart, Germany. Out of 152 observed stores, 62 stores showed 177 moving images. Detailed analyses about content, mood, color and the actors of motion pictures showed that all aspects are very well harmonized with the target group of the store. The chapter provides a basic estimation of the in-store diffusion of moving images. Thereby, avenues for further research are opened up.
KW  - offline retail film
KW  - offline fashion film
KW  - store fashion film
KW  - fashion and film
KW  - Stuttgart retail
KW  - offline retail moving images
Y1  - 2020
SN  - 978-981-13-9542-0
SB  - 978-981-13-9542-0
U6  - https://doi.org/10.1007/978-981-13-9542-0_13
DO  - https://doi.org/10.1007/978-981-13-9542-0_13
SP  - 269
EP  - 277
S1  - 9
PB  - Springer
CY  - Singapore
ER  -