Case Study: The Body Shop And The Role Of Design In Retail Branding
Audrey Nanjala
13124324
MST 323 – Assignment 2
1 ARTICLES REFERENCED
Kent, T. and Stone, D. (2007). The Body Shop and the role of design in retail branding. International Journal or Retail & Distribution Management, 35(7), pp.531 - 543.
Moore, C. and Birtwistle, G. (2004). The Burberry business model: creating an international luxury fashion brand. International Journal of Retail & Distribution Management, 32(8), pp.412 - 422.
2 INTRODUCTION
In trying to gather sources for this assignment, it was noted that just a few literature deal with the subject matter unanimously. The first article cited above, looks into the history of the brand and briefly how the brand values and the product affect the design of the interior stores. Therefore touching on brand strategy as a means to progress the brand as a whole. The second article however, looks at specific brand strategies in the business sense that determine the brand position in the long run. In order to design an interior that not only correspond to the brand but also carries the significant connotations, the designer is expected to understand the narrative that is the brand.
3 BRAND MANAGEMENT
According to Moore and Birtwistle (2004), the initial success of Burberry can be attributed to the fact that the brand produced a product that was in line with consumer needs. “The reputation of the company was enhanced through the development of ‘gabardine’, a fabric that was resistant to tearing, weatherproof but also breathable. It
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