Abstract

This article examines the phenomenon of “Experiential Retail Environments” (EREs) in the fashion sector in view of being useful to retail design practice. A discovery-oriented research approach was applied to understand: (i) what an ERE is; (ii) how in-store experience is triggered; and (iii) how the experiential dimension is integrated in the retail designer’s processes. Data were collected through the combination of a literature review and interviews conducted with representatives of the stakeholder groups most concerned with fashion retail design projects: retailers, retail designers, and customers. The research provided valuable clarifications. First, it helped to propose two definitions for the term ERE, one more specifically suited to a retail professional audience and the other accounting for the customer perspective. Second, it showed in-store experience to be created at two levels: through the combination of tangible aspects that generates varying customer perceptions, representing a more conceptual level for the experience. Finally, it surfaced that though there is a call for more experience integration in the fashion retail sector, currently, there is no systematic approach for this in the physical retail design process. In most cases, experiential considerations are left to the retailer and dealt with after the store concept has been designed.

摘要

本文探讨了时尚界的“体验式零售环境”（EREs）现象，以期对零售设计实践有所帮助。应用以发现为导向的研究方法来理解： (i) ERE 是什么；(ii) 如何触发店内体验；(iii) 体验维度如何整合到零售设计师的流程中。数据是通过文献回顾和对最关注时尚零售设计项目的利益相关者群体代表的访谈收集的：零售商、零售设计师和客户。该研究提供了有价值的澄清。首先，它有助于为 ERE 一词提出两个定义，一个更适合零售专业观众，另一个则考虑到客户的观点。第二，它展示了店内体验将在两个层面上创造：通过产生不同客户感知的有形方面的组合，代表体验的概念层面。最后，它浮出水面，虽然在时尚零售领域需要更多的体验整合，但目前在实体零售设计过程中还没有系统的方法。在大多数情况下，体验因素留给零售商，并在设计商店概念后处理。在实体零售设计过程中没有针对此的系统方法。在大多数情况下，体验因素留给零售商，并在设计商店概念后处理。在实体零售设计过程中没有针对此的系统方法。在大多数情况下，体验因素留给零售商，并在设计商店概念后处理。