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The Strategic Retail Model: Understanding the Challenges of the Future of Retailing
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

Purpose The purpose of the thesis is to present, analyse and verify a self-constructed strategic retail model, consisting of four constituents: product, service, positioning and technology. Each constituent represents a focal area, which forms a basis for discussing and interpreting factors and challenges connected to the future of retailing. Additionally, the thesis aims to examine the significance of the strategic retail model in regards to the future of retailing in a fashion context. Method The study is characterised by a qualitative nature, conducted with an abductive approach. The background has been rooted in reality, taking in account the digital revolution, the assumption that traditional marketing is dead and current retail trends. The problem discussion has been based in an academic approach where the concept of business models has been elaborated, along with a presentation of the traditional marketing mix and criticism of its changing nature. The empirical data collection has been conducted through nine interviews, seven face-to-face interviews and two online interviews. The strategic retail model has been verified through an empirical study and a second stage of literature review. Conclusion In a market where the consumer empowerment has fundamentally affected the retail environment, and traditional marketing has lost its former importance, the issue regarding the future of retailing remains. It could therefore be assumed that the significance of the strategic retail model is high. By managing each constituent and consistently strive to achieve an integration of the consumer focus in the strategic retail model, the four constituents and translated underlying consumer understanding is unified.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2013.
Series
Masteruppsats ; 2013.15.2
Keywords [en]
Consumer Behaviour, Consumer Empowerment, Fashion Retail, E-Channel Retail, Positioning, Product, Service, Technology
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-17382Local ID: 2320/12814OAI: oai:DiVA.org:hb-17382DiVA, id: diva2:1309290
Note
Program: Master Programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
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