Okonkwo Prelims

The blending of sports and fashion is another means of retail extension
through providing luxury retailment. Examples include the collaborative
design ranges between sportswear brand Adidas and Yoji Yamamoto and
Stella McCartney respectively. Other collaborations have been between Puma
and fashion designer Alexander McQueen and model Christy Turlington.
While the fusion of luxury fashion with sports is unconventional, the synergy
of tradition and technology that the two sectors offer often results in a highly
creative collection. However, this strategy should be meticulously managed
in order not to lead to the depreciation of the luxury brand’s value.

Product merchandizing design

Merchandizing means the process of managing the methods used to push
products into the market. It utilizes several methods to make the offerings of
a brand attractive to consumers and increase purchase probability, and is
therefore a push-marketing medium as it pushes consumers to make
purchases. Merchandizing involves selling goods at the point of sale, which
in most cases is the physical store. It utilizes visual representation, which is
of paramount importance in luxury fashion retailing and is a constituent part
of branding.
Effective merchandizing techniques are important in luxury fashion retail
especially with the more demanding nature of consumers and the increasing
level of competition among luxury brands. The merchandizing techniques and
product offerings of luxury brands should be realistic, delightful and relevant
to the lives of consumers, since luxury consumers now have multiple product
choices and a multitude of fashion trends every season from a growing number
of designers. As a result they can compare products and trends and make more
informed choices. They also have information and choice overload, which

chapter 4 91

luxury retail design and atmosphere

Figure 4.6 Brazilian

carnival in-store

entertainment at

Printemps luxury

departmental store,

Paris, April 2005