MULTI-BRAND CLOTHING STORES: HOW DO CUSTOMERS MAKE PURCHASE DECISIONS?

Abstract

A multi-brand store is a retail outlet that provides a "one-stop-shop" experience by exhibiting a variety of online apparel brands in one physical location. The study aims to investigate in-store shopping experiences and indoor environmental quality as the most influential predictors of purchase intention and perceived value of multi-brand fashion stores. This research also seeks to identify which consumer decision-making styles are most likely to shop at multi-brand stores. Understanding this is important for fashion retail businesses, as online e-commerce has seen a consistent increase and is expected to continue rising in the coming years. The findings of this research can provide valuable insights to develop strategies. The quantitative method was carried out using a survey with 120 responses as the sample size. The results revealed that hedonic experience and sense of belongingness were the most influential factors for purchase intention. Immersive and escapist experience affect the perceived value of a multi-brand store. Furthermore, key consumer decision-making styles that were found to be associated with multi-brand shopping were novelty-fashion conscious, recreation, conspicuity, reliance on celebrities, and exclusivity. The findings suggest that retailers should strive to enhance their store's layout, lighting, and acoustic environment by leveraging music, design, fragrance, and friendly service, as well as using eco-friendly brands to bolster the store’s exclusivity and build a sense of brand community.