Luxury retail design and atmosphere

Uche Okonkwo

Chapter 4 in Luxury Fashion Branding, 2007, pp 78-101 from Palgrave Macmillan

Abstract: Abstract This watchword is used to emphasize the indispensable nature of an appropriate location in retail. Retail location involves more than physical space but includes the choice of a place that is most suitable for the sale of the products or services in question. An inappropriate retail location is difficult to overcome, irrespective of the feasibility of the rest of a company’s overall strategies. Poor retail positioning can also negatively affect a store’s accessibility and attractiveness to shoppers, regardless of the brand’s positioning. This factor is even more crucial for luxury brands because in addition to visibility and accessibility, luxury brands ought to be situated in the most elite and prestigious locations of the cities where they operate. Retail location is therefore of paramount importance to the luxury goods sector.

Keywords: Brand Equity; Brand Personality; Luxury Good; Retail Location; Luxury Brand (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59088-5_5

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DOI: 10.1007/978-0-230-59088-5_5

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