Dr Lorna Stevens publishes paper in the Journal of Retailing

Marketing 29 September 2017

Dr Lorna Stevens

Dr Lorna Stevens, a Reader in Marketing at Westminster Business School has just had a paper accepted for publishing in the Journal of Retailing.

The paper, “Epic Aspects of Retail Encounters: The Iliad of Hollister” which is due to be published in 2018, argues that the classic Epic literary form offers a rich source of insights into contemporary retail branding practices, and consumers’ experiences of retail “brandscapes”.

Dr Stevens and her co-authors Stephen Brown (Ulster University) and Pauline Maclaran (Royal Holloway) draw on young consumers’ reflections on the Hollister retail environment.

The study captures their heroic quests, ‘epic’ encounters, and ‘monstrous’ in-store struggles. Key findings show that challenging retailing environments such as Hollister’s can be a hit or miss affair, and that what Moon (2013) refers to as “hostile brands” can fail in the long term. This indeed has proved to be the case with Hollister, which has now begun modifying its full-on sensory assault marketing strategy.

Dr Stevens said: “This has been a fascinating project because Hollister is such a unique retail environment, and it is an ideal site in which to explore consumers’ experiences from an Epic perspective. The brand itself has all the markers of an Epic saga.”

Find out more about Marketing courses at the University of Westminster.

About Westminster Business School:

Westminster Business School, University of Westminster, is one of London’s leading centres for professional business education. The School offers a wide range of undergraduate, postgraduate and professional programmes, including the AMBA accredited MBA.

All of our degrees are professionally focused and prepare students for working in their chosen careers. Alongside our quality courses, students have opportunities to enhance their practical experience through internships, professional placements and study abroad. Our central London location provides strong links with the business and government communities enabling us to bring practitioners and experts into the classroom on a regular basis.

We have a diverse student population which reflects London’s demographic variety and every year we welcome hundreds of students from Asia, Australia, continental Europe and the United States. We also have visiting scholars and researchers from all over the world. Although we are a school with a strongly international outlook, we also offer a range of part-time qualifications for working professionals.

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