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Retail stores as brands: performances, theatre and space

机译：零售商店作为品牌：表演，剧院和空间

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The scholars of Consumer Culture Theory studies as well as practitioners have recognised the potential power of spatial design in stores in constructing and communicating retail brands. Retail space and the aesthetic structuring of a range of expressive artefacts have become the stage on which shop attendants perform. This paper focuses on how management and shop attendants of Dutch menswear fashion house Oger communicate and construct the Oger brand, with a special focus on the spatial settings of the retail store. This study shows how the management carefully combines elements generally found in Italian ateliers, English gentlemen's clubs and boardrooms. The symbolic message behind the spatial design of the Oger flagship store is that of human quest for wealth and fame removed from the everyday life. In addition to this earlier observed interplay between design, display and consumption processes, this study indicates the important role of shop attendants in constructing and communicating retail brands. By forging links with organisation studies, we show how retail management carefully designed, managed and orchestrated retail space, objects and shop attendantsa?? roles to construct and communicate the Oger brand. The selling of products through performances in designed theatres connects organisation and economic and aesthetic realms. Finally, the paper introduces a??internal design proxemicsa?? as an extra analytical concept of spatial settings.View full textDownload full textKeywordsspace, retail store, brand, theatre, performance, visual ethnographyRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; var addthis_config = {"data_track_addressbar":true,"ui_click":true}; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10253866.2012.659438
机译：消费者文化理论研究的学者和实践者已经认识到商店中空间设计在构建和传播零售品牌中的潜在作用。零售空间和一系列表达手工艺品的美学结构已成为店员服务的舞台。本文重点介绍荷兰男装时装屋Oger的管理人员和店员如何沟通和构建Oger品牌，并特别关注零售店的空间设置。这项研究表明，管理层如何将意大利工作室，英国绅士俱乐部和董事会会议室中常见的元素进行精心组合。 Oger旗舰店的空间设计背后的象征性信息是人类追求从日常生活中摆脱的财富和名声。除了较早观察到的设计，展示和消费过程之间的相互作用外，这项研究还表明了店员在构建和传达零售品牌中的重要作用。通过与组织研究建立联系，我们展示了零售管理如何精心设计，管理和协调零售空间，物品和商店服务人员a？建立和传达Oger品牌的角色。通过在设计的剧院中进行表演来销售产品，将组织与经济和美学领域联系在一起。最后，本文介绍了“内部设计proxemicsa”。作为空间设置的额外分析概念。查看全文下载全文关键字空间，零售店，品牌，剧院，表演，视觉民族志Delicious，linkedin，facebook，stumbleupon，digg，google，更多”，发布号：“ ra-4dff56cd6bb1830b”}; var addthis_config = {“ data_track_addressbar”：true，“ ui_click”：true};添加到候选列表链接永久链接http://dx.doi.org/10.1080/10253866.2012.659438

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