Is it worth investing in an online fashion pop-up store?

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-05-15 DOI:10.1080/20932685.2023.2189602

I. Roozen, M. Raedts, Muriel Schwolle

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引用次数: 0

Abstract

ABSTRACT The COVID-19 pandemic outbreak has also challenged fashion brands to offer (potential) customers new and exciting online brand experiences and buying options. This study compared the effectiveness of two types of online fashion stores: an online pop-up store versus the same brand’s web store, for a luxury brand (Louis Vuitton) and a mass-selling fashion brand (Nike). The effectiveness of the stores was measured by means of the following constructs: perceived brand experiences, social media buzz intentions, and buying intentions. Based on previous research on personality traits of fashion pop-up store visitors, we hypothesized that online pop-up stores would be more effective for customers with a high level of need for uniqueness (NFU). A sample of 212 female customers participated in our online experiment that had a between subjects-design. The results showed that customers who score relatively high on NFU are significantly more likely to buy from an online pop-up store. These customers also have superior brand experiences, and are more likely to share their experiences on social media, regardless of brand type. Overall, the results indicate that an online fashion pop-up store is significantly worth considering, especially for female customers who are looking for uniqueness.

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投资一家在线时尚快闪店值得吗?

摘要新冠肺炎疫情的爆发也挑战了时尚品牌为（潜在）客户提供新的、令人兴奋的在线品牌体验和购买选择。这项研究比较了两种类型的在线时尚商店的有效性：奢侈品品牌（路易威登）和畅销时尚品牌（耐克）的在线快闪店与同一品牌的网店。商店的有效性是通过以下结构来衡量的：感知的品牌体验、社交媒体的轰动意图和购买意图。基于之前对时尚快闪店访客个性特征的研究，我们假设在线快闪店对具有高度独特性需求（NFU）的顾客更有效。212名女性客户参加了我们的在线实验，该实验采用了受试者之间的设计。结果显示，在NFU上得分相对较高的顾客更有可能从网上快闪店购买。这些客户也有卓越的品牌体验，更可能在社交媒体上分享他们的体验，无论品牌类型如何。总体而言，研究结果表明，在线时尚快闪店非常值得考虑，尤其是对于那些寻求独特性的女性顾客来说。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.