Has there been a trickle down effect within the retail experience due to the use of events within the fashion hierarchy?
(2014) Has there been a trickle down effect within the retail experience due to the use of events within the fashion hierarchy?, no. 67.
This research project is an investigation into the use of event services within the retail industry to create an experience for the consumer and it will identify whether this has been caused by a trickle down effect through the fashion hierarchy. The topic was chosen as it was an area within events that has not been researched enough to fully understand the principles behind the transition of using events within a retail environment. There is a substantial amount of literature surrounding the fashion industry but the majority of the time, this is in regards to design, management and marketing therefore it would not provide a detailed or accurate response to the research question. The research had three objectives that were designed to cover all aspects of the research question. Objective one was focused upon the literature and identifying the evolution of fashion regarding fashion cycles and the trickle down theory, as these theoretical frameworks are the varying factors within the research. Therefore, understanding the way in which they operate within fashion was essential, as it allowed the researcher to create a strong theoretical framework for the research design process. Objective two was regarding the identification and analyses of event services within retail. Finally objective three was developing on the previous objective by indentifying whether or not, fashion hierarchy provided a trickle down effect within retail to influence with use of events. The data collection was conducted using a qualitative approach and using interviews as the ways of gathering the data. Participants were from Edinburgh and the Lothians so that was the search zone throughout the research. The participants were from different levels of fashion so could provide different sets of knowledge and experience. The sample collection was difficult due to retailers not wanting to take part. Therefore, the research has a small sample size but due to the difference in fashion levels within the participants there was enough variety to get reliable results. The literature review was able to provide the research with key themes that were used to help analyze the results of the research process. Within the literature, a few literature gaps were identified where there was limited information on the topics. These gaps were identified as the trickle down theory within a service, regarding the way in which luxury experience such as fashion shows impacts upon the lower levels of the hierarchy. The gaps within literature were more visible throughout the results chapter. The results have shown that the hierarchy of fashion is losing unique qualities due to the submergence to the tickle down theory. Due to the attention being placed upon unique features within retail, the high end market has been struggling to achieve growth within the industry due to the other two fashion levels offering the same service. The results show that all fashion levels are open to influential factors to ensure continuous evolution and growth; this is due to the increase attention being given to the consumer. Therefore, constant adaption to maintain target market is essential. When analyzing the results against the literature review for the discussion chapter, there were a couple of areas highlighted due to contradictions between results and the literature. Throughout the literature the fashion levels are described as being separate from one another. The results proved this wrong as the majority of participants were are from different levels but they all acknowledged the influence the hierarchy had within fashion retail. It was shown that due to the diffusion of business models, there was an increase within competition for the consumers interest. This proved difficult for high end fashion as the competition with the other two fashion levels have caused for a stall in growth. Therefore, it was argued that retailers need to have unique selling point such as fashion shows and personal shopping to compete with other similar retailers for the consumer interest. Therefore, the conclusion of the research is that there is a degree of trickle down affect within retail but the degree to which it is implemented depends on the retailers target market and location in which there set.