商品簡介
Throughout modern history, retailers have opened their doors to consumers, providing them with goods and services that satisfy both rational and emotional needs. They do this by evoking a customer's sensory system, in an effort to create memorable experiences that will entice the shopper to visit time and time again. It is a pragmatic approach that must rely heavily on demographic research, trading area selection, managerial/merchandising strategies and communication - if the retailer hopes to have brand longevity.
Starting with a brief overview on the history of retail, topics in market research, site selection and retail typology are discussed. The difference between on-site and off-site retailing are distinguished as well as the successes and opportunities of both. Multi-channel approaches that have aided in retail test markets and cost effective growth within the industry are also addressed, looking specifically at how technology (the internet, social media and smart phones) has created a new formula within a stagnant model.
There is also in-depth discussion of back-of-house functions such as human resources, (hiring, payroll, job descriptions and salaries) and loss prevention from a management standpoint. Front-of-house functions such as merchandising (product analysis, fixturing, fixture sales tracking), visual merchandising (seasonal displays, windows, mannequins), circulation patterns and how the merchandising team works with the management team to drive overall sales and brand image, are introduced in ways that can be easily translated across different retailers. These topics provide an overall analysis of how the retail model operates in an effort to continually capture the ever-changing market.
After discussing retail attributes on a store level, the text will dive into how corporate offices foster store growth and development, as well as how they support the teams that manage them. Basic corporate retail jobs are introduced and linked to the store level. Finally, corporate social responsibility (CSR) and its integral role in brand sustainability is explored, showing how contemporary consumers are demanding a greater CSR initiative from retailers. Each chapter includes case studies, interviews and 'day in the life' job overviews.
作者簡介
Dimitri Koumbis is the Creative Director of Situ Retail Environments, which is a design firm that focuses on consumer research, demographic and trading area studies, branding, store design and visual merchandising/display for retailers. He is also Adjunct Faculty, Fashion Merchandising and Marketing at The Art Institute of New York where he teaches Contemporary Retail Environments, Store Design, Visual Merchandising, Branding, Trends/Forecasting, Textiles, Portfolio, and Apparel/HR Management.
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