Transformational retailing and the emergence of a modern brand

Liberty of London, 1875–1900

Datos Bibliográficos

ID22124754
AutoresNicholas Alexander (0000-0001-7456-3541, Lancaster University, autor de correspondencia), Anne Marie Doherty (0000-0002-5480-814X, University of Strathclyde), J Cronin (0000-0003-3842-3546, Lancaster University)
Año2020
Volumen6
Número2
Páginas78-96
Fecha de publicación2020-05-03
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaHistory of Retailing and Consumption (JOURNAL)
Identificadores de la revistaISSN: 2373-5171 • E-ISSN: 2373-518X
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/2373518x.2020.1859926
OpenAlexW3110698615
IdiomaEN
Citas recibidas1
Referencias citadas21

This article considers the role of a transformational retail setting in the development of an iconic brand identity in the last quarter of the nineteenth century. The focus of this research is Liberty of London. Through experiential engagement and augmented admission, Liberty created a retail environment that challenged existing practices. Coupled with the development of a brand identity enhanced through authoritative advocacy and consumers’ allegorical encounters with the firm’s core brand message, Liberty achieved the symbolic substantiation of a distinct taste regime through the market-mediation of authenticity. We discuss how brand representation in a transformational retail setting in the metropolitan market of the late nineteenth century legitimised and structured consumer expectations in a context of growing middle class demand for merchandise with enhanced aesthetic qualities and associated lifestyle values

Advertising · Aesthetics · Art · Business · Mediation · Metropolitan area · Political science · Politics · Public relations · Social science · Sociology · Taste · Transformational leadership · Culinary Culture and Tourism · Fashion and Cultural Textiles · History · Law · Psychology · Wine Industry and Tourism · Marketing