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UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage?

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  • Donnelly, Shannon
  • Gee, Liz
  • Silva, Emmanuel Sirimal

Abstract

This paper investigates consumer's attitudes towards fashion product assortment in UK mid-market department stores. It aims to determine whether changes to assortment will increase purchase intention and help regain competitive advantage through aligning customer perceptions of product quality and fit with brand image. Our findings challenge the traditional role of the department store in curating fashion assortment. We find that increases in perceived quality, perceptions of brand portfolio and brand fit will increase the purchase intention of UK mid-market department store consumers, whilst reduced assortment sizes would lead to a decrease in purchase intent.

Suggested Citation

  • Donnelly, Shannon & Gee, Liz & Silva, Emmanuel Sirimal, 2020. "UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919312263
    DOI: 10.1016/j.jretconser.2020.102043
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    Cited by:

    1. Dan-Cristian Dabija & Veronica Câmpian & Anna-Rebeka Pop & Raluca Bãbu?, 2022. "Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 891-934, September.
    2. KonÄ ar, Jelena & Grubor, Aleksandar & VuÄ enović, Sonja & Marić, Radenko, 2021. "Exploring E-retailing in the Danube Region countries: A study on internet purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Camila Cristina Rodrigues Salgado & Renan Felinto de Farias Aires & Afrânio Galdino Araújo, 2022. "Transient Competitive Advantage Model (TCAM) to Analyze Companies in the Context of Transience," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(2), pages 185-199, June.
    4. Silva, Emmanuel Sirimal & Bonetti, Francesca, 2021. "Digital humans in fashion: Will consumers interact?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Bobokhujaev B. N., 2020. "Product Assortment Policy in Business Entities: Tactics and Strategies," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 6(2), pages 55-60, June.
    6. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.

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