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The purpose of this paper is threefold: first, to establish the role of the pop-up store within the international location strategy of fashion retailers, second, to identify the factors influencing pop-up store location choice and the importance retailers ascribe to it and third, to assess how pop-up locations are sourced and selected.

A multiple case study was adopted. Research was conducted using secondary data sources, observation and semi-structured interviews with senior executives with strategic responsibility for store/brand development internationally. Manual content analysis was conducted.

Key findings cover the role of Pop-up stores within international retail location strategy, notably features, forms and function, with the latter highlighting the importance of opportunistic market testing and trial, reduced risk, regeneration, ROI- and CRM-driven decisions; the factors impacting location choice and selection, specifically the trade-offs between reactive and proactive approaches and the importance of networks and intuition, and future pop-up directions.

Due to the chosen research approach, the results may lack generalization outside of the given sector and marketplaces. Several avenues for future research are elucidated including exploration of pop-up transformations including pop-up rebrand, technology enabled, experiential and third place.

The study contributes to the nascent field of research by providing new insight into the role of pop-ups within international location strategy, the factors influencing location choice and selection and offers a pop-up location taxonomy.

Continuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim of this paper is to generate a deeper understanding of if, and to what extent, fashion retailers across different market segments are innovating in terms of in-store technology diffusion over time by taking a long-term perspective over five years.

Drawing on retail change and innovation diffusion theory, the study takes a qualitative approach, using direct observation of 71 fashion stores in London (UK) in 2014 and 2019. In total, 142 stores were tabulated in Excel and qualitatively analysed manually and with NVivo.

The findings identify the innovation adoption strategies implemented, the types of in-store technologies adopted over time and the fashion retail innovation adopters.

The research offers new knowledge in terms of retail innovation and retail change, specifically on retail diffusion of innovation and the importance of in-store technology integration. Several practical implications for improving technology innovation management are also identified.

This study aims to examine the relationship between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore Millennial consumers' overall perceptions of using these wearable technologies.

The research adopts a mixed methods approach. Quantitative enquiry consisting of 312 respondents was followed by two qualitative focus groups in order to provide a more comprehensive understanding of the issue.

The findings indicate that functional, individual and social factors influence Millennial consumers' adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating that luxury smartwatches are perceived as both a technological device and luxury fashion accessory.

Given extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring Millennial's perceptions towards using these new generation smartwatches. This research develops a theoretical framework building on technology adoption model 2 (Venkatesh and Davis, 2000), theory of reasoned action (Ajzen and Fishbein, 1975) and luxury perception models (Wiedmann et al., 2007).

This paper aims to examine the third-place phenomenon, within a fashion context, through the theoretical lens of servicescape and experiential retailing. It identifies third places’ typologies, evolution and adoption and explores the opportunities third places offer to retailers when attempting to connect better with consumers.

Taking a qualitative approach, research was conducted using secondary data sources, observation of 98 retail stores and the shopping-with-consumers technique with 42 informants. Manual thematic analysis and magnitude coding was conducted.

Third-place fashion practices are prevalent and growing. Their predominant functions include sociability, experiential, restorative and commercial. Variances inherent in third places are expounded and a third-place-dimensions model is proposed.

Due to the chosen research approach, the results are limited in terms of generalizability to other settings. Several research directions are elucidated, including exploration of fashion third places on consumers’ place attachment within specific sectors; the impact of differing age, gender and geographies on third place meaning; virtual and hybrid forms; retailer motivations; and third-place alliances.

The preliminary study serves to support managers to understand how consumers perceive and experience the fashion third place and the potential of the third place to enhance consumer engagement.

The research makes a valuable contribution to the dearth of extant literature on third place within the fashion field. It offers a new theoretical perspective on form, function and benefits of third places as a conduit of social-, experiential-, and commercial-experience consumption.

Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship.

An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping.

The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response.

Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings.

Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments.

The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

The purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.

This exploratory study includes three industry case studies, triangulated with external observers. A total of 11 semi-structured interviews were conducted within Germany and the UK.

Findings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than linear, with buyers and merchandisers operating in a more hybrid role.

This paper addresses the lack of research on the see-now-buy-now model as well as on the BMSCP of MBFR and the implications that see-now-buy-now could have on those processes. A modified buying, merchandising and supply chain framework adapted to incorporate see-now-buy-now is created which will be useful for academics and practitioners.

Sportswear within the clothing market has shown the strongest growth in the 1990s (Mintel 1998a), despite slow growth in the ‘general’ clothing sector.