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

Shannon Donnelly, Liz Gee, Emmanuel Sirimal Silva*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)

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.
Original languageEnglish
Article number102043
JournalJournal of Retailing and Consumer Services
Volume54
Early online date21 Jan 2020
DOIs
Publication statusPublished - May 2020
Externally publishedYes

Keywords

  • Assortment
  • Department store
  • Differentiation
  • Fashion
  • Pls-sem
  • UK

ASJC Scopus subject areas

  • Marketing

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