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Retail VS Outlet
Sheana Bow, Diana Molodecki,
Morgan Nettleton, Dani
Sinnatamby, and Ashlee Sud
Agenda
Introduction
Objective
Survey
Results
Conclusions
Recommendations
Introduction
Objective
We determined the effects of the
presence of outlet stores on the
brand image of luxury fashion
brands
among
consumers
of
The Survey
Research Design:
Descriptive research
Online survey: advantages and
disadvantages
Sample Design:
Convenience and snowball
sampling through social media
Sample size of 69 participants
Fieldwork and Data Collection:
Demographics reflected our
method of recruitment
Non response error
Social desirability bias
Demographics
Results
Results
If one of your favourite celebrities endorsed a luxury apparel item, how would this
affect your decision to purchase this item?
Limitations
Time Constraints
3 month time limit
Only short-term impact found
Similar Demographic
88.4% of participants were between the ages of 18 and 35
69.6% of participants were female
Conclusions
Why do people buy luxury apparel?
Preference for style
What are the most important differences between outlets and retail
stores?
1) Price 2) Quality
How do people decide where to buy luxury apparel?
Price
Discounts have a positive effect
Quality has the biggest effect on perception of brand (65.3%)
Recommendations
Outlet stores have a positive impact on the perception of
luxury brands
Luxury brands should open outlets
Outlets should carry clothes that are of superior quality but
from past seasons
Retail stores should include a discount section
Future area of research: online shopping
Open an outlet?
YES!
References
luxury fashion brands apparel
barbie shopping bag
louis vuitton logo
gucci logo
http://www.seventeen.com/fashion/celeb-fashion/news/a28902/kim-kardashian-printed-dress/
clueless outfits
karl lagerfeld
yves saint laurent logo
fendi logo