[雙語翻譯]服裝零售外文翻譯--復(fù)古時裝零售--打造店鋪品牌（英文）

1、Chapter 4 Vintage Fashion Retailing: Building the Store BrandJulie McColl, Catherine Canning, Linda Shearer and Louise McBrideAbstract Over the past few decades, vintage fashion has become an enduring trend and vintage f

2、ashion retailers have become an integral part of the fashion retailing landscape. This chapter explores vintage fashion retailing from the perspective of brand image and the brand story and examines the positioning eleme

3、nts that operationalise the vintage fashion retailer brand. Vintage fashion retailers have evolved into sophisticated entities capable of competing in today’s fast paced omni-channel environment. They can benefit from th

4、e creation of a strong brand image that tells the story of an era or theme through the creation of a store/brand whose appearance and display elements bring that theme to life.Keywords Vintage fashion ? Store brand build

5、ing ? Brand story ? Brand image Brand positioning4.1 IntroductionThe increase in vintage fashion retailing has been credited to a number of devel- opments in the fashion environment over the past 40 years. The vintage fa

6、shion movement is said to have evolved from the 1960s London, with the popularity of military uniforms associated with the Beatles’ Sergeant Pepper record, and Edwardian dresses. The movement spread to New York and a yea

7、rning for theJ. McColl (&) ? C. Canning ? L. Shearer ? L. McBride Department of Business Management, Glasgow Caledonian University, Glasgow, Scotland, UK e-mail: j.mccoll2@gcu.ac.ukC. Canning e-mail: c.canning@gcu.ac

8、.ukL. Shearer e-mail: l.shearer@gcu.ac.ukL. McBride e-mail: louise.mcBride@gcu.ac.uk© Springer Nature Singapore Pte Ltd. 2018 P. -S. Chow et al. (eds.), Contemporary Case Studies on Fashion Production, Marketing and

9、 Operations, Springer Series in Fashion Business, https://doi.org/10.1007/978-981-10-7007-5_459(Case 1), City Retro, (Case 2) and Case 3 (this company selected to remain anonymous). These companies were chosen because th

10、ey each represent a dis- tinctive approach to vintage retailing in terms of retail brand story and retail design. Table 4.1 below provides a summary of the case study brands. This chapter seeks to identify the defining f

11、eatures of the successful vintage fashion retailer in terms of brand image and the story that the brand represents and finally considers the operational issues of store positioning that are associated with maintaining an

12、d building brand image in vintage fashion retailing.4.2 Building the Fashion Retailer BrandBrands have evolved from being the identifier of the product to being the identifier of the company, the principal asset that a c

13、ompany has in terms of offering a coherent image in a global environment, a symbolic meaning in the mind of the customer and ultimately as a means of building customer relationships (Kotler et al. 2015).Table 4.1 Summary

14、 of the case study brandsCase Study 1 Minted Case Study 2 City Retro Case Study 3 (anonymous)Brand profile Established small city centre business (3 years) selling streetwear predominantly for men. High quality, affordab

15、le and wearable clothingEstablished small city centre business (10 years)Established small city centre business (25 years)Brand story Minted clothes. Minted condition. Minted price Fun, colourful, authentic, nostalgia, f

16、ocus on 1960s and 1970sChildren’s television character from the 1970sMerchandise strategy The majority of pieces in new, or nearly new condition. Sourced from personal contactsDesigner labels from 1960s–1990s, psychedeli

17、c attire, burlesque. Sourced from wholesalers and personal contactsEveryday wear from a variety of different eras, military uniforms, evening dresses. Sourced from personal contactsBrand store image Boutique style, merch

18、andised by product category, simple store design, spaciousFun reflecting personality and interests of ownerEclectic including variety of military regalia and Scottish artefactsCustomer communications Traditional and soci