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A DUAL PERSPECTIVE QUALITATIVE STUDY ON FASHION’S THIRD SPACE: THE CASE OF URBAN OUTFITTERS CONCEPT RETAIL STORE, SPACE 98
Over the last five years the notion of ‘third space’ or ‘place’ has started to become referred to within a retail context (Nobbs & Manlow 2014). Third space is defined by Mikunda (2004: 11) as “somewhere which is not work or home but a comfortable space to browse, relax and meet people, even enjoy a meal”. In the fashion sector there is an increasing trend for retail and culture/leisure activities to be housed in the same space as means of drawing customers into the store and tempting them to stay for longer. However there is a lack of both empirical and conceptual research on this emergent concept (Oldenberg1999). The aim of this study is to investigate the notion of third space in practice from both a brand and consumer perspective with respect to identifying the motives and methods for its adoption.
Experiences form an integral part of third space as they activate psychological experience mechanisms (Mikunda 2006). This study will consider the motivations for stakeholders to invest in third space environments using the chosen case study fashion brand Urban Outfitters. This retailer has a history of creating unconventional store formats which blend music, lifestyle and fashion products under one roof. In 2008 they created a development called Space fifteen twenty in Los Angeles which was a curated mix of ownbrand and lifestyle brands and featured food, art, vintage and programme of events aimed at the hipster community. In 2014 they opened a store called Space 98 in Williamsburg in Brooklyn which used the same formula, a carefully selected space with an art gallery, revolving pop up stores and a bar and restaurant (WGSN 2014). The research methodology utilises a qualitative approach in the form of store observations, in-depth interviews with store and head office staff, the architect and also snapshot exit interviews with patrons of the store. The results are audio recorded and analysed using thematic content analysis. The outcome of this exploratory technique will provide a 360 degree perspective of the concept in action. The results of the study will be useful for academics and retail marketing practitioners interested in the impact of store formats on consumer behaviour and brand identity.
