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The fashion retail environment is changing faster than ever. This book shows the latest state of the art in both theory and practice in how to attract customers, turn them into shoppers and to develop them into lovers of any fashion business.
The key-focus lies on a deep understanding of the emotional part during the buying-process. It clearly shows the potential of new digital and social media, and the integration of the on- and offline world within the fashion retail world.
Purpose: Emotions play a central role in approach-avoidance customer conflicts in retailing. The purpose of this paper is to assess the influence of emotions in the fashion retail environment, in particular to investigate how emotions can be best defined and clustered as well as how emotions affect the costumer behavior.
Findings: The conceptual paper reveals a framework explaining diverse theories of emotional models existing in literature. Moreover, the stimulus-organism-response model is applied to costumer behaviour in the fashion retail to explain the shopping experience under the influence of cognitive and affective emotional processes. Finally, it is concluded that point of sales have to be turned to point of emotions in order retailers are able to develop sustainable relationships with their customers.
Purpose: The purpose of this paper is to analyze if omni-channeling is a prerequisite for physical stores to create an emotional shopping experience.
Findings: Due to the technological developments an changes in consumer behavior, the retailer needs to adapt digital tools and to offer services that link on- and offline channels ensuring an emotional shopping experience. Multi-channel retailers need to integrate their channels to satisfy the customer.
Purpose: The purpose of this paper is to analyze if the practice of emotional fashion advertising has ethical dimensions, which must be considered by the companies using those advertising approaches in order to adhere to their general ethical and social responsibility.
Findings: First it was shown that companies have a social and hence ethical responsibility toward the society they operate in and that this responsibility includes their marketing and advertising activities. Furthermore it was examined how emotional advertising works in order to analyze this practice from an ethical point of view. It was shown that an emotional advertising approach can have negative effects on consumers and therefore could jeopardize a company's ethical responsibility.
Purpose: This research paper provides a general assessment and analysis of social media in digital marketing context and highlights its current use, risks, but also its enormous potential for companies to extent their customer reach by using such new channels, which has not been broadly established yet.
Findings: Key findings demonstrate the importance of social media engagement for companies and present respective difficulties in designing a social media strategy. Since marketers are under constant pressure to justify social media spending, measurement methods need to be established. Expressing the return on social media spending in actual numbers has so far represented major obstacle for firms.
Purpose: The purpose of this paper is to elaborate if video marketing enhance emotional involvement. Therefore a literature research is done in two parts. Firstly there is a review on the development of marketing communication and video marketing. In the second part of the review the focus is set on emotions itself, how emotional involvement is generated and how emotions influence consumption behavior.
Findings: The key finding of this paper is that videos can enhance emotions through their multi-sensory character in an efficient way. Furthermore there could be identified that especially viral videos create emotional enhancement and meet the direct marketing approach.
Purpose: This research paper deals with the question how the degree of transparency of a payment method influences the buying decision in fashion business. Therefore, consumer behavior and the decision-making process in fashion business are reviewed. Furthermore, the impact different degrees of payment transparency have on consumer behavior in general are compiled and evaluated.
Findings: It is assumed that the degree of transparency of a payment method has an impact on consumption in fashion business. Transparency relates positively to the pain of paying, which functions as a self-regulation tool by sending out signals about the conceivable consequences of spending money. Hence, the less transparent a payment is, the higher the willingness to spend will be. Moreover, it is assumed that transparency not only has an impact on consumption in fashion business, but the effect is also reinforced by consumer behavior.
Purpose: The purpose of this paper is to analyse the main elements of successful customer loyalty programs in general and emotional components of the buying process in order to determine loyalty programs for fashion retailers.
Findings: The results of this study indicate that loyalty programs in fashion retail require considerable non-monetary benefits such as sense of exclusive membership and enhanced status to distinguish from competitors customer loyalty programs.
Purpose: The purpose of this paper is to analyze the importance of word-of-mouth for fashion companies and to answer the research questions if fashion companies should integrate their customers actively in their marketing communication and if so, how can they approach the conversion of their customers into promoters?
Findings: The integraton of the customer into the marketing mix is inevitable in today's marketplace. Customers are heavily influencing the fashion industry escpecially the transmission of trends. Thereof, a redefinition and proactive integration of the customer as promoter is necessary.