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Authors
Advisor(s)
Abstract(s)
O consumidor, na contemporaneidade, tem menos tempo livre devido
à sobrecarga do dia à dia: deslocamentos entre casa e trabalho, atividades
paralelas, além do comodismo do comércio online e os seus dispositivos de
compra aliados às mídias sociais, entre outros fatores, são recursos
facilitadores de venda e conhecimento de produto e serviço, distanciando o
consumidor da experiência de compra na loja física e o deixando mais
exigente e infiel as marcas.
O retalho, para rebater esta mudança no comportamento do cliente,
tem criado um ambiente físico cada vez mais interessante e desejável,
envolvendo elementos sensoriais tais como cheiro, decoração, música
ambiente, iluminação, atendimento personalizado ou até mesmo o
autoatendimento. Estas estratégias utilizadas para atrair este consumidor de
volta às lojas físicas é um movimento resiliente do comércio (Rousseau, 2017).
Outro problema que o retalho está combatendo, é o fator globalização,
tornando cada vez maior a concorrência entre marcas, sejam elas de
vestuário, calçado, ou quaisquer bens de consumo, ou até mesmo tipos de
serviço.
A necessidade de criar mecanismos que envolvam a experiência de
compra, com a inserção de elementos sensoriais e diferencias em um
ambiente comercial significa, atualmente, mais do que a própria satisfação
em ter ou usufruir do bem comprado, tornando a experiência algo
imprescindível no retalho.
Neste movimento de criação de diferenciação do comércio, tornou-se
mais evidente um tipo de loja no retalho chamada Concept Stores. Não se
sabe ao certo há quantos anos existe este conceito no retalho, mas estima-se
em torno de 40 anos através da abertura da L’éclaireur, em Paris, aberta por
Armand Hadida em 1980. Entretanto, a maioria das pesquisas relacionadas a
este modelo de loja evidenciam que o conceito partiu de Carla Sozzani, irmã
de Franca Sozzani, editora de moda da Vogue Itália que abriu sua primeira e
pequenina loja no número 10 do Corso Como, em Milão, no ano de 1991. O
modelo foi repetido pela Colette, num espaço que abriu portas na Rue Saint-Honoré, na capital francesa, em 1997, e desde então por toda e qualquer
marca – da Tesco e House of Fraser à Apple, da Nike à Nestlé.
A sua repetição fez com que a essência da Concept Store se deturpasse,
analisa o portal How To Spend It do Financial Times1
. Com isso, consumidores
e retalhistas confundem o termo concept store, fazendo com que a palavra
seja usada indevidamente.
Identificar o sentido, a clareza e a raiz das Concept Stores tem com o
objetivo neste trabalho, definir os conceitos que contextualizam, o que é uma
loja concept, utilizando o cruzamento de dados e levantamentos de
informações de diversos autores, e ainda através de análises por meio de
pesquisas qualitativa e quantitativa, compreender e contrapor a utilização
indevida da palavra Concept Store, trazendo assim, um desdobramento que
poderá contribuir em futuras estratégias de branding para lojas conceito.
Consumers nowadays have less free time due to the daily overload: commuting, parallel activities, in addition to the convenience of online commerce and their social media buying devices, among other factors, are resources for sales facilitators and for product and service knowledge, distancing the consumer from the physical store shopping experience and making brands more demanding and unfaithful. Retail, to counteract this change in customer behavior, has created an increasingly interesting and desirable physical environment involving sensory elements such as smell, decor, ambient music, lighting, personalized service, or even self-service. These strategies used to attract this consumer back to physical stores is a resilient movement of commerce (Rousseau, 2017). Another problem that retail is battling is the increasing of globalization factor, making competition between brands, whether clothing, footwear, or any consumer goods, or even types of service. The need to create mechanisms that involve the shopping experience, with the insertion of sensory elements and differences in a comercial environment, means more than the satisfaction of having or enjoying the good purchased, making the experience something indispensable in retail. In this movement to create differentiation in commerce, a kind of retail store called Concept Stores has become more evident. It is unclear how many years ago this concept has been in retail, but it is estimated at around 40 years through the opening of L'éclaireur in Paris, opened by Armand Hadida in 1980, however, most research related to this store model shows that the concept came from Carla Sozzani, Franca Sozzani’s sister, fashion editor of Vogue Italy who opened her first small shop at number 10 Corso Como in Milan in 1991. The model was, of clearley, repeated by Colette, a space that opened its doorson Rue Saint-Honoré in the French capital in 1997, and since then for any brand - from Tesco and House of Fraser to Apple, from Nike to Nestlé. Its repetition has made the essence of concept store misrepresented, analyzes the How To Spend It portal of the Financial Times. As a result, consumers and retailers confuse the term concept store, causing the word to be misused. Identifying the meaning, clarity and root of concept stores aims in this paper to define the concepts that contextualize what a concept store is, using the crossing of data and surveys of various authors, and also through analysis of qualitative and quantitative research, understanding and counteracting the misuse of the word concept store, thus bringing about a development that may contribute to future branding strategies for concept stores.
Consumers nowadays have less free time due to the daily overload: commuting, parallel activities, in addition to the convenience of online commerce and their social media buying devices, among other factors, are resources for sales facilitators and for product and service knowledge, distancing the consumer from the physical store shopping experience and making brands more demanding and unfaithful. Retail, to counteract this change in customer behavior, has created an increasingly interesting and desirable physical environment involving sensory elements such as smell, decor, ambient music, lighting, personalized service, or even self-service. These strategies used to attract this consumer back to physical stores is a resilient movement of commerce (Rousseau, 2017). Another problem that retail is battling is the increasing of globalization factor, making competition between brands, whether clothing, footwear, or any consumer goods, or even types of service. The need to create mechanisms that involve the shopping experience, with the insertion of sensory elements and differences in a comercial environment, means more than the satisfaction of having or enjoying the good purchased, making the experience something indispensable in retail. In this movement to create differentiation in commerce, a kind of retail store called Concept Stores has become more evident. It is unclear how many years ago this concept has been in retail, but it is estimated at around 40 years through the opening of L'éclaireur in Paris, opened by Armand Hadida in 1980, however, most research related to this store model shows that the concept came from Carla Sozzani, Franca Sozzani’s sister, fashion editor of Vogue Italy who opened her first small shop at number 10 Corso Como in Milan in 1991. The model was, of clearley, repeated by Colette, a space that opened its doorson Rue Saint-Honoré in the French capital in 1997, and since then for any brand - from Tesco and House of Fraser to Apple, from Nike to Nestlé. Its repetition has made the essence of concept store misrepresented, analyzes the How To Spend It portal of the Financial Times. As a result, consumers and retailers confuse the term concept store, causing the word to be misused. Identifying the meaning, clarity and root of concept stores aims in this paper to define the concepts that contextualize what a concept store is, using the crossing of data and surveys of various authors, and also through analysis of qualitative and quantitative research, understanding and counteracting the misuse of the word concept store, thus bringing about a development that may contribute to future branding strategies for concept stores.
Description
Keywords
Atmosfera de Loja Estratégia do Retalho Experiência de Consumo Loja Conceito Resiliência:branding