The antecedents of in-store hoarding: measurement and application in the fast fashion retail environment

Abstract

This study raised scholarly inquiry about the construct of in-store hoarding and investigated the antecedents of in-store hoarding in the fast fashion retail environment. As the market becomes dynamic and volatile, more retailers are moving toward fast fashion by constantly delivering new products throughout the season. As a result, a product life span is dramatically reduced, thereby accelerating perishability of fashion items. Moreover, in order to make constant room for new products and minimize markdowns, fast fashion retailers deliberately limit product availability, creating a sense of scarcity on the part of consumers. Based on the literature review and one-to-one interviews, perceived perishability, scarcity and low price were identified as primary drivers of in-store hoarding. Overall, results from a field study supported the proposed model. However, the findings indicated that perceived perishability and scarcity were central to understanding in-store hoarding, whereas low-price perception was least important with a marginally significant effect on in-store hoarding. This study made a significant contribution to the consumer and retailing literature by introducing, defining, and operationalizing new constructs and new measurements, including scales for perceived perishability, perceived scarcity, and in-store hoarding. This study also provided many implications for practitioners in developing and implementing marketing and merchandising management strategies.

Keywords:

• in-store hoarding
• fast fashion
• perishability
• scarcity
• low price