• International Journal of Costume and Fashion
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• v.11 no.2
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• pp.53-64
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• 2011

The implementation of a short renewal cycle has become one of the competitive alternatives for apparel retailers to respond quickly to fast-changing consumer tastes. This strategic orientation affects consumer decision-making by inducing perishability of the store offerings. The purpose of this study was to examine the impact of perceived seller-induced perishability (as a result of a short renewal cycle) on perceived desirability of products urge to buy and purchase acceleration. The proposed model was tested in a field setting with female shoppers from two leading fast fashion retailers in the United States. This study found that perceived seller-induced perishability significantly enhances the perceived desirability of products and intensify the urge to buy while shopping which in turn accelerates purchases. In addition to perceived seller-induced perishability perceived desirability of products also contributed to intensifying the urge to buy. A number of theoretical and managerial implications were discussed and major areas of future research were suggested.

• Archives of design research
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• v.19 no.5 s.67
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• pp.335-350
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• 2006

Due to the development in industrial technology, changes in consumer behavior and aggravating competition within the industry, it is growing only harder every day to build up a strong brand power. Besides, a brand is supposed to age as time goes by, following a brand life cycle, as it is not a solid, immutable asset but something of a living creature. Therefore, self-renovation and revitalization efforts are needed, in order to incessantly confirm the self existence through the relationship with the consumer. In sum, revitalization operation is needed to renew a brand that has grown trite in the passage of time or due to the change in market condition, so as to bring it back anew to the consumers. This study did not stop at measuring the effect of a design renewal as a short-term assignment, but focused on the long-term brand management following the brand life cycle and aimed to define the effective timing and method of revitalization by comprehending the analysis results of consumer consciousness by analyzing the successful cases of brand revitalization and selecting the research analysis targets. As a result, this study proved that a properly-timed brand revitalization efforts in order to cope in advance with predictable changes in environment, can significantly prevent any drop of brand equity from occurring and then extend the brand life cycle. Also, this study could find that a brand revitalization is not a mere concept of a strategy for a short-term sales increase, but should be a long-term strategy to manage a brand, which must be practiced continuously in the time when the brand life cycle curve starts to fall. This research could also confirm that a superficial design renewal, which changes only the packaging of a brand, peformed in short-term haste, is not of help at all.