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“Themed Flagship Brand Stores in the New Millennium”

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Räume des Konsums

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Einzelhandelsmärkte sind diversifizierter und fragmentierter denn je; sie konfrontieren die Konsumenten mit einem Übermaß an Informationen und Alternativen. Um die Konsumenten anzuziehen, haben die Handelskonzeme begonnen, ihre Häuser und Einkaufstätten atmosphärisch aufzuladen, um den Konsumenten dadurch ein deutlich einprägsameres und attraktiveres Einkaufserlebnis bieten zu können.2 Entertainment-Berater Michael J. Wolf (1999) meint hierzu, daß Shopping aufgrund der Tatsache, daß das Entertainmentmotiv bis in die letzten Nischen der Wirtschaft vorgedrungen sei, inzwischen zu etwas geworden ist, was er „Shoppertainment“ nennt. Dieser offensichtlich futuristische Trend ist tatsächlich die Wiederkehr eines althergebrachten Imperativs. So erzählen uns Anthropologen, daß die Ursprünge des kommerziellen Marktplatzes bei den festlich arrangierten Marktplätzen früherer Zeiten liegen, bei Plätzen, die sich traditionellerweise an den Rändern der Städte befanden, wo Vorführungen, exotische Personen, Mysterien und Gaukler zugegen waren (vgl. Lears 1994; Sherry 1995). Um die Aktualisierung dieser Tradition zu verstehen, bei der die Geschäfte Geschichten erzählen, mußten die Einzelhandelsmanager der ästhetischen Seite ihrer Verkaufsläden sowie den Verkaufsprozessen besondere Aufmerksamkeit schenken, mittels derer es den Konsumenten gelingt, die physische Erfahrung solcher Plätze mit Bedeutung aufzuladen.

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Author information

Authors and Affiliations

  1. School of Business, York University, USA

    Dr. Robert V. Kozinets (Associate Professor of Marketing an der Schulich)

  2. Department Chair am Mendoza College of Business, Department of Marketing, University of Notre Dame, Deutschland

    Dr. John F. Sherry Jr. (Herrick Professor)

  3. College of Business Administration, University of Illinois, Chicago, USA

    Dr. Benet DeBerry-Spence (Assistant Professor für Managerial Studies)

  4. University of Indiana, USA

    Dr. Adam Duhachek (Assistent Professor für Marketing)

  5. Sasin Graduate Institute of Business Administration, Chulalongkorn University, Bangkok

    Dr. Krittinee Nuttavuthisit (Assistant Professor of Marketing)

  6. Copenhagen Business School im Department of Marketing, University Kopenhagen, Deutschland

    Dr. Diana Storm

Authors
  1. Dr. Robert V. Kozinets
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  2. Dr. John F. Sherry Jr.
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  3. Dr. Benet DeBerry-Spence
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  4. Dr. Adam Duhachek
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  5. Dr. Krittinee Nuttavuthisit
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  6. Dr. Diana Storm
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Kai-Uwe Hellmann Guido Zurstiege

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© 2008 VS Verlag für Sozialwissenschaften | GWV Fachverlage GmbH, Wiesbaden

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Kozinets, R.V., Sherry, J.F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., Storm, D. (2008). “Themed Flagship Brand Stores in the New Millennium”. In: Hellmann, KU., Zurstiege, G. (eds) Räume des Konsums. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-90779-6_5

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  • DOI: https://doi.org/10.1007/978-3-531-90779-6_5

  • Publisher Name: VS Verlag für Sozialwissenschaften

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