2024, Vol. 9, No. 4. - go to content...

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[Development of corporate clothing for employees of a retail chain using the theory of consumer behaviour] Journal of Clothing Science, 2024, Vol. 9, No. 4. Available at: https://kostumologiya.ru/PDF/.pdf (in Russian).

Development of corporate clothing for employees of a retail chain using the theory of consumer behaviour

Alekseenko Irina Vladimirovna
Omsk State Technical Universit, Omsk, Russia
E-mail: aleksira.1310@mail.ru
ORCID: https://orcid.org/0009-0008-1176-1960
RSCI: https://elibrary.ru/author_profile.asp?id=704425

Abstract. In today’s market conditions, the development and building of a positive image of a company or organisation is one of the main indicators of competitive advantage. For a trade organisation, the creation and maintenance of a corporate image can become a priority factor in increasing the efficiency of sales and commercial activity as a whole.

The article is devoted to the study of the influence of corporate dress of the personnel of the trade enterprise — brand salon «Bravissimo» (Volgograd) — on its competitiveness and efficiency of activity. The identified features of the dress code of employees and the problems of appearance of the salon staff lead to the problem of corporate image of the trade network of Italian fabrics and the relevance of the development of a collection of uniforms for the staff. It is obvious that at the stage of ‘purchase decision’ of the classical marketing theory a special role is played by the clothes of the personnel of the organisation.

An approach to designing a collection of corporate clothing for employees of the salon of the retail chain «Bravissimo» using the theory of consumer behaviour is proposed. The factors influencing the consumer’s decision to buy goods are identified. The requirements to the corporate clothing for the employees of the salon are defined. A collection of corporate clothing for the staff of the salon of the retail chain «Bravissimo» using the software application CLO 3D for fashion designers was developed.

A trial batch of an item from the proposed collection of staff clothing is produced and an experiment with its application is conducted. A qualitative and quantitative assessment of the effectiveness from the introduction of the new staff uniform is given. A survey of visitors (customers) shows that the appearance of staff takes the first position among others in assessing the effectiveness of the brand salon. For quantitative assessment the coefficient of customer involvement is introduced, the calculation of which shows the growth of its value as a result of the introduction of the new staff uniforms.

Keywords: trade organisation; corporate image; corporate clothing; collection; customer engagement quotient

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