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Analysis of moving images in fashion stores in Stuttgart

  • 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.

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Author of HS ReutlingenBug, Peter; Adam, Marcus; Moessle, Katharina
Erschienen in:Fashion and film : moving images and consumer behavior
Place of publication:Singapore
Editor:Peter Bug
Document Type:Part of a Book
Year of Publication:2020
Tag:Stuttgart retail; fashion and film; offline fashion film; offline retail film; offline retail moving images; store fashion film
Page Number:9
First Page:269
Last Page:277
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open Access?:Nein
Licence (German):License Logo  Lizenzbedingungen Springer