Consumption and Retail
Our point of departure is that retailing practices and spaces as intrinsically linked to broader social and cultural processes. To understand why some store concepts, marketing practices, retail locations, and products work and others fail; we have to understand the socio-cultural processes underlying the practices of retailing, shopping and consumption.
Likewise, to more fully comprehend the role of retailing in society we must understand how retailing practices and spaces shape contemporary consumer culture. That is, we have to explore the cultural discourse retail marketing is drawing on and we have to examine what cultural notions retail marketing practices are reproducing. Drawing on social and cultural theory and using interpretive qualitative methods we set out to examine retailing, shopping, and consumption practices.
Our work examines everyday consumer practices and the socio-cultural mechanism involved in retailing. In the study of consumers and consumption we explore changes in consumption, how actions of consumers create new types of practices and shape market logics. Key themes in this research currently are sustainability, fashion, digitalization, retail destination, retail work, and city center management in the digital era.
More specifically, studies conducted by this group have, for example, explored the multi-dimensional character of leisure shopping, examined and conceptualized how fast fashion consumers become competent actors in a fast changing market, and studied the gendered processes involved in the work of female retail entrepreneurs.
We have also examined the role that retail service staff has in promoting sustainable consumption, how green marketing practices inscribe products with morality, and the social and cultural mechanisms of second hand markets.
We have also, in a number of studies, tackled the ongoing digitalization of retailing and examined, for example, how smartphones change the practice of shopping, how stores are becoming digitalized, and the emerging phenomenon of mobile payment.