Examining customers’ perceived benefits and Involvement towards pop-up fashion stores

Abstract

The retail environment has become very complicated as many different channels had affected the traditional brick and mortar form of retailing. Customers today are provided with abundant of information, a ton of offers and exclusive deals online as well as offline. In such a competitive environment, marketers are finding new opportunities and new ways to engage customers in an effective manner. Due to intense modernization and modern technology retail sector needs to keep innovating, because customer desire uniqueness and excitement when they go out to shop. Hence the whole retail sector needs to be more interesting, more exciting, more cool and more and more. This situation lead to a whole new concept of retailing, “POP-UP” stores which are also referred as “an expression of innovative solutions”. Pop up store are temporary retail outlets, which can provide a tremendous amount of benefits to the brands and customers. These stores have become a lot more common in the fashion industry. There are three hypotheses that are proposed in this research, based on the literature review; more the customers have knowledge about fashion and different product categories, it will have positive impact on customer’s attitude. Fashion involvement has positive impact on customers’ attitude (impulse Buying) towards pop-up fashion stores (H1). The second hypothesis (H2) is that trust has positive impact on customers’ attitude. Similarly, creating store with the sensory elements that trigger the customers’ hedonic buying need has positive impact on customer attitude and impulsive buying (H3). The data was collected through an online questionnaire made on google docs from 315 consumers’ at the two cities in Pakistan, Islamabad and Rawalpindi. The data collected was run through SPSS software. Cronbach’s Alpha, regression analysis and correlation was calculated. The results indicated that a number of recommendations were given at the end of the thesis, as per the findings that fashion stores can use in order to know their customers better and make better relationships with their customers. There were constraints and limitations involved in the research, as many people in Pakistan are not even aware of the concept “Pop-up” stores.