We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
« Take 1, get 5 ! » : la fidélisation collective des adolescentes aux magasins de prêt-àporter.
- Authors
Gentina, Elodie; Collin-Lachaud, Isabelle; Fosse-Gomez, Marie-Hélène
- Abstract
This research aims at exploring the keys to teenage girls' loyalty to their clothing shops, by considering their collective practice of shopping. Readyto- wear clothing is a relevant application field, as they devote an important part of their spending to buy clothes. A qualitative survey was conducted with 16 teenage girls and their group of female friends. Teenage girls shopping revealed to be a collective behavior. Still, all teenage girls groups do not show the same structure hence identifying the leader matters to retailers. These latter can adopt a more collectively oriented vision of loyalty that could be expressed in their marketing practices, such as loyalty programs, store design, price and communication policies. But adolescent as individual is also to be taken into account
- Subjects
TEENAGE girls; LOYALTY; CLOTHING &; dress; SHOPPING; RETAIL industry
- Publication
Revue Management et Avenir, 2012, Issue 52, p157
- ISSN
1768-5958
- Publication type
Article
- DOI
10.3917/mav.052.0157