The influence of globalisation on store image in South African apparel retail design

Abstract

Globalisation and rapid responses to competition and technology have reshaped the retail industry and consumer's expectations toward store design. In the constantly changing globalised world, retail design is so inextricably connected to economic markets and trends as drivers for consumption that we ask whether there is still a place for local design? This study is aimed at understanding how globalisation has influenced store image in South African apparel retail design and to identify to what extent global and local brand stores speak a common design language. A comparative study was done of two local and two global brand stores, all of which are represented locally within retail malls in South Africa. Data gathered through observations and a focus group was analysed using a store image model developed by Janse van Noordwyk (2008) and used as a conceptual framework to gain insights. The South African apparel retail sector is constantly confronted with a fundamental challenge whether to take part in global processes or to do so in ways that promote and provide sustainable growth locally. The findings indicate that the design of global branded stores is absorbed into the design of local branded stores thus acculturating to the language of the global market. The language of retail design has become universal at the cost of local identity and situated relevance driven by advanced capitalism; the author argues that these need not be mutually exclusive.