The Effectiveness and Contribution of Branding to Retail Clothing Enterprises Using New Look and Marks & Spencer as a Case Study



Abstract

This paper explores the expansion of brand meaning within a spectacular, retail environment. Spectacular retailing environments include themed retailing, brandscapes, flagship brand stores, themed entertainment brand stores, themed flagship brand stores, and retail clothing enterprises. This research uses an extended case-study method to investigate the Effectiveness and contribution of branding to retail clothing enterprises using New Look and Marks & Spencer as a case study located in Atlanta, Georgia. A retail clothing enterprise is a type of themed flagship brand store, but there are some unique aspects. One key feature of retail clothing enterprises is the resemblance to traditional museums, but, in the former, the brand is positioned within historical and educational contexts. Within the retail clothing enterprise context, this study explains how brand meaning can be expanded along seven dimensions: humanization, socialization, localization, globalization, contextualization, theatricization, and characterization. Retailing implications are discussed.

Table of Contents

Abstract2

Chapter I: Introduction3

Marks & Spencer3

Marketing & Branding3

New Look3

Research Question3

What is the effectiveness and contribution of branding to retail clothing enterprises in case of New Look and Marks & Spencer?3

Chapter II: Literature Review3

Theory on retail spectacles3

Retail clothing enterprises: an intense brand experience3

Retail clothing enterprises and their resemblance to traditional museums3

Chapter III: Methodology3

Extended case-study method3

Analysis3

Chapter IV: Findings & Discussion3

The retail spectacle3

Differences & Similarities3

Target market3

Turnover and profitability3

Brand meaning3

Humanization of the brand3

Socialization of the brand3

Localization of the brand3

Globalization of the brand3

Contextualization of the brand3

Theatricization of the brand3

Characterization of the brand3

Chapter V: Conclusion3

Retailing implications3

References3

The Effectiveness and Contribution of Branding to Retail Clothing Enterprises Using New Look and Marks & Spencer as a Case Study

Chapter I: Introduction

Operating in a consumption driven society, organizations are actively seeking ways to differentiate their brands by promoting an experience, rather than specific product attributes. The proliferation of simulated, extravagant “retail spectacles” (2004, p. 122) is an outward sign of an inward paradigm shift, where the United States is moving away from a service-based economy toward an experience-based economy ([Hirschman and Holbrook, 1982] and [Pine and Gilmore, 1999]). Retail spectacles are structured, manufacturer-controlled retail environments where entertainment serves as the primary means of consumption. Research suggests that consumers visit retail spectacles not only to purchase goods, but also to engage in fantasies, feelings, and fun ([Holbrook and Hirschman, 1982] and [Pine and Gilmore, 1999]). One such retail spectacle is a “themed flagship brand store” where consumers visit the store to engage in personally relevant, company-staged experiences that focus on an established brand (Kozinets et al. 2002). The brand itself “becomes the basis for a retail approach in which new, entertainment-oriented services are offered” (Kozinets et al. 2002, p. 18). Themed flagship brand stores are entertainment destinations that provide a place for retailers to leverage brand loyalty, promote a brand image, and convey brand meaning by allowing consumers to experience the brand.

In academic studies, a stream of research has emerged that investigates various characteristics of extraordinary retail spectacles and how these retail environments build relationships with ...