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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 24, No. 1, pp.19-38
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2024
Received 18 Sep 2023 Revised 28 Nov 2023 Accepted 11 Dec 2023
DOI: https://doi.org/10.7233/ijcf.2024.24.1.019

Saving Brick-and-Mortar Fashion Retail : The Impact of ‘Consumer-Engaged’ Retail-tainment on Store Perceptions and Store Loyalty

Ji Young Lee† ; Ki Ho Park
Associate Professor, Fashion and Textile Technology Department, SUNY Buffalo State University, Buffalo, NY, U.S.A.
President, American Might Apparel Company, and Instructor, Art Department, SUNY Jamestown Community College, Jamestown, NY, U.S.A.

Correspondence to: † leej@buffalostate.edu

Citation Lee, J. Y., & Park, K. H. (2024). Saving brick-and-mortar fashion retail: The impact of ‘consumer-engaged’ retail-tainment on store perceptions and store loyalty. International Journal of Costume and Fashion, 24(1), 19-38.

Abstract

As the interest in experiential retail continues to grow, several U.S.-based fashion brands are creating and offering ‘consumer-engaged’ retail-tainment, which involves entertaining activities and events within the brick-and-mortal retail space that consumers can participate in. This study aims to investigate the impact of consumer-engaged retail-tainment on consumers’ store perceptions (i.e., perceived store value, store innovativeness, store entertainment, store distinctiveness) and store loyalty in the context of a fashion retail store. The moderating effect of market mavenism was also assessed in the relationship between store perceptions and store loyalty. Data were collected from 210 consumers in the U.S. through Amazon MTurk, and a structural equation modeling (SEM) was performed to analyze the data. The results revealed that consumers’ recognition of the store’s offering of consumer-engaged retail-tainment positively influenced their perceptions of store value, innovativeness, entertainment, and distinctiveness. Subsequently, all these store perceptions positively impacted store loyalty. There was no moderating effect of market mavenism. This study contributes to the existing studies on retail-tainment by exploring the concept of consumer-engaged retail-tainment, which emphasizes the ‘activity/event’ aspect of retail-tainment. The practical implications highlight the effectiveness of consumer-engaged retail-tainment as a strategic marketing approach for brick-and-mortar fashion stores.

Keywords:

Retail-tainment, In-store events and activities, Consumer engagement, Brick-and-mortar fashion stores, Store innovativeness, Store loyalty

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