Fashion Marketing: Contemporary Issues, Second edition - Pr School

160 Fashion Marketing
‘Minimalist environment’ refers to the background colour (light) and theme
colour of the store (white).
‘Fixtures and displays’ illustrate that merchandise is displayed with hanger
appeal, and the use of wooden fixtures was expected by the respondents.
Subsequently, a cluster analysis was employed to see which of the nine
expectation dimension(s) was (were) important to each cluster. The largest
cluster, comprising a total of 61.3 per cent of respondents, indicated that consumers
have a high expectation regarding the social factor.
Most popular casualwear chain store
In order to obtain additional information of consumers’ expectations on store
environment, respondents were asked to rank four casualwear chain stores in
Hong Kong in terms of the most satisfying store environment. The four stores
were: (1) Bossini; (2) Esprit; (3) Giordano; (4) U2.
Table 8.1 illustrates that over 70 per cent of respondents were mostly
satisfied with the store environment of Esprit. The second most favourable
store was U2, with over 50 per cent of respondents ranking this as the second
best store environment among the four stores. The third ranked store was
Giordano, with a total of 42.8 per cent of respondents rating the store environment
in third position. The fourth was Bossini; respondents were comparatively
less satisfied with this store environment, with over 55 per cent of
respondents ranking it as the least satisfying of the four stores.
Table 8.1 Ranking of the store environment among four stores
Ranking Bossini (%) Esprit (%) Giordano (%) U2 (%)
1st 4.8 74.3 9.3 11.6
2nd 16.1 8.2 26.0 50.7
3rd 24.0 7.2 42.8 25.0
4th 55.1 10.3 21.9 12.7
Total 100 100 100 100
Favourable store environment and pleasant shopping
experience
A majority of respondents agreed that a favourable store environment could
lead them to have a pleasant shopping experience. Over 99 per cent of
respondents considered that a favourable store environment could achieve
a pleasant shopping experience. Less than 1 per cent of respondents denied
that store environment could lead them to have a pleasant shopping
experience.