Study On Fashion Retail Design In Malaysia: Case Study Gucci, Pavilion, Kuala Lumpur
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Date
2017-01
Authors
Mohd Jain Noordin, Mohd Azri
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The emerging of modern retail formats in Malaysia has caused a challenge for existing retailers in competition. Therefore the retailers need to look for ways to deliver better consumer shopping value to increase consumer purchase intention. Past studies found significant relationship between store designs and customer behavior. The store design elements reinforce the retail environment by providing the consumers in experiences around the brand identity which contributed to the store choices and sales. However, only few literatures and researches regarding store design were done in Malaysia especially in fashion retail context. These left the Malaysia’s existing fashion retailers with none existing guideline in deciding which store design strategies are more appropriate for their retail business. Hence the purpose of this investigation is to investigate and establish a basic standard reference on the whole view of store design elements on creating exciting store environment and customer shopping experience towards fashion retail in Malaysia. The study employed a qualitative case study method on the luxury fashion store Gucci, Pavilion, Kuala Lumpur, which is known as one of the most leading fashion retail. The study was performed by observation, interview and survey. The early findings suggested that these three groups of physical store design elements; exterior, interior, and ambient were important for retailer and industry retail consultant in creating unique store environment and shopping experiences for the customers which lead to the retail success. It also showed that sustaining innovation was necessary for retailer to establish and maintain their position in today challenging market.
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Keywords
Study on fashion retail design in malaysia , case study Gucci, pavilion, kuala lumpur