CENTRAL AND EASTERN EUROPE IN THE LIGHT OF THE SPATIAL DISTRIBUTION OF LUXURY STORES – SOME PROBLEMS
Keywords:
Central and Eastern Europe, luxury goods stores, city.
Abstract
This study analyses the characteristics and structure of luxury goods stores in Central and Eastern Europe (CEE). Studies dealing with the spatial distribution of services created for the super-rich people are relatively few. The authors of this article show luxury goods stores in CEE countries with respect to their locations (urban/rural), location factors, numbers, structure, and the differences between countries and regions. They also consider whether Central and Eastern Europe has space for luxury store networks to expand. The status and structure of luxury goods stores in CEE countries are analysed and evaluated based on secondary data on the authorised retailers of luxury goods. Using the k-mean method as one of its tools, the study shows that luxury goods are mainly offered in large cities (populated by more than 200,000 people). Moscow has been found to have the most extensive network of luxury stores, which gives her a special position among CEE cities. Sankt Petersburg, Prague, Kiev and other European cities with significantly smaller numbers of luxury stores rank lower.
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References
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2. Burt, S., and U. Johansson, and Å. Thelander. (2011). Standardized marketing strategies in retailing? IKEA’s mar-keting strategies in Sweden, the UK and China. Journal of Retailing and Consumer Services, no. 18: 183–193.
3. Chevalier, M., and M. Gutsatz. (2012). Luxury Retail Management: How the World's Top Brands Provide Quality Product and Service Support, John Wiley & Sons, Singapore.
4. Chevalier, M., and G. Mazzalovo. (2008). Luxury brand management: a world of privilege, John Willey & Sons (Asia), Singapur.
5. Coles, T. (1997). Trading places – the evolution of the retail sector in the new German Länder since unification. Applied Geography 17, no. 4: 315–333.
6. Cornell, A. (2002). Cult of luxury: The new opiate of the masses. Australian Financial Review, 47.
7. Dennis, C., D. Marsland, and T. Cockett. (2002). Central place practice: shopping centre attractiveness measures, hinterland boundaries and the UK retail hierarchy. Journal of Retailing and Consumer Services, no. 9: 185–199.
8. Dion, D., and E. Arnould. (2011). Retail Luxury Strategy: Assembling Charisma through Art and Magic. Journal of Retailing 87, no. 4: 502–520.
9. Doyle, S.A., C.M. Moore, A.M. Doherty, and M. Hamilton. (2008). Brand context and control: the role of the flag-ship store in B&B Italia. International Journal of Retail & Distribution Management 36, no. 7: 551-563.
10. Fernie, J., C.M. Moore, and A. Lawrie. (1998). A tale of two cities: an examination of fashion designer retailing within London and New York Journal of Product & Brand Management 7, no. 5: 366-378.
11. Fernie, J., C. Moore, A. Lawrie, and A. Hallsworth. (1997). The internationalization of the high fashion brand: the case of central London. Journal of Product & Brand Management 6, no. 3: 151-162.
12. Gerhard, U., and B. Hahn. (2005). Wal-Mart and Aldi: Two retail giants in Germany. GeoJournal, no. 62: 15–26.
13. Godey, B., J. Lagier, and D. Pederzoli. (2009). A measurement scale of “aesthetic style” applied to luxury goods stores. International Journal of Retail & Distribution Management 37, no. 6: 527-537.
14. Haggett, P., (Ed.). (2002). Encyclopedia of World Geography: Eastern Europe (2 ed.). Andromeda Oxford Ltd, Oxford.
15. Hahn, B. (2000). Power centres: a new retail format in the United States of America. Journal of Retailing and Consumer Services, no. 7: 223-231.
16. http://pop-stat.maske.org
17. http://www.citypopulation.de
18. http://www.prweb.com
19. http://www.worldbank.org
20. Hung, K., A.H. Chen, N. Peng, C. Hackley, R.A. Tiwsakul, and C. Chou. (2011). Antecedents of luxury brand pur-chase intention. Journal of Product & Brand Management 20, no. 6: 457–467.
21. Jałowiecki, B. (2005). Polskie miasta w procesie metropolizacji. Studia Regionalne i Lokalne 19, no. 1: 5-15.
22. Jones, K., and M. Doucet. (2000). Big-box retailing and the urban retail structure: the case of the Toronto area. Journal of Retailing and Consumer Services, no. 7: 233-247.
23. Jones Lang LaSalle. (2011). Glitter and glamour shining brightly. Advance Luxury shopping streets Europe. http://www.joneslanglasalle.be.
24. Kemp, S. (1998). Perceiving luxury and necessity. Journal of Economic Psychology, 19: 591-606.
25. Kozinets, R.V., J.F. Sherry, B. DeBerry-Spence, A. Duhachek, K. Nuttavuthisit, and D. Storm. (2002). Themed flag-ship brand stores in the new millennium: theory, practice, prospects. Journal of Retailing 78, no. 1: 17–29.
26. KPMG. (2010). The Luxury Goods Market in Poland, http://www.kpmg.com
27. Kubis, A., and M. Hartmann. (2007). Analysis of Location of Large-area Shopping Centres. A Probabilistic Gravity Model for the Halle–Leipzig Area. Jahrbuch für Regionalwissenschaft, no. 27: 43–57.
28. Li, Y., and L. Liu. (2012). Assessing the impact of retail location on store performance: A comparison of Wal-Mart and Kmart stores in Cincinnati. Applied Geography, no. 32: 591-600.
29. Manlow, V., and K. Nobbs. (2013). Form and function of luxury flagships. An international exploratory study of the meaning of the flagship store for managers and customers. Journal of Fashion Marketing and Management 17, no. 1: 49-64.
30. MDRC. (2008). Research brief MDRC European high net worth 2008. http://www.mdrc-global.com/publications.htm
31. MDRC. (2010). Research brief MDRC European high net worth 2010. http://www.mdrc-global.com/publications.htm.
32. Moore, C.M., and G. Birtwistle. (2004). The Burberry business model: creating an international luxury fashion brand. International Journal of Retail & Distribution Management 32, no. 8: 412-422.
33. Moore, C.M., and G. Birtwistle. (2005). The nature of parenting advantage in luxury fashion retailing – the case of Gucci group NV. International Journal of Retail & Distribution Management 33, no. 4: 256-270.
34. Moore, C.M., A.M. Doherty, and S.A. Doyle. (2010). Flagship stores as a market entry method: the perspective of luxury fashion retailing. European Journal of Marketing 44, no. 1/2: 139-161.
35. Moore, C.M., and S.A. Doyle. (2010). The evolution of a luxury brand: the case of Prada. International Journal of Retail & Distribution Management 38, no. 11/12: 915-927.
36. Nobbs, K., C.M. Moore, and M. Sheridan. (2012). The flagship format within the luxury fashion market. Interna-tional Journal of Retail & Distribution Management 40, no. 12: 920-934.
37. Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. Palgrave Macmillan, Hampshire.
38. Otok, S. (2009). Geografia polityczna. Wydawnictwo Naukowe PWN, Warszawa.
39. Petcu, O. (2009). Eastern Europe, an untapped market with many resources for luxury brands. http://www.cpp-luxury.com/en/eastern-europe--an-untapped-market-with-many-resources-for-luxury-brands_425.html
40. Plezi, M., (Ed.). (1998). Słownik łacińsko-polski. Tom III, Wydawnictwo Naukowe PWN, Warszawa.
41. Pojani, D. (2011). Urban and suburban retail development in Albania’s capital after socialism. Land Use Policy, no. 28: 836–845.
42. PricewaterhouseCoopers. (2007). Global Private Banking/Wealth Management Survey 2007: Executive Summary. http://www.privatebankinginnovation.com/en/private-banking-library/
43. Reddy, M., N. Terblanche, L. Pitt, and M. Parent. (2009). How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons, no. 52: 187—197.
44. Szymańska, D. (2004). Some problems of urbanization in Russia. Current Politics and Economics of Russia, East-ern and Central Europe 19, no. 2: 75-99.
45. Szymańska, D. (2007). Urbanizacja na świecie, Wydawnictwo Naukowe PWN, Warszawa.
46. Szymańska, D. (2009). Geografia osadnictwa. Wydawnictwa Naukowe PWN, Warszawa.
47. Środa-Murawska, S. (2007). Selected aspects of changes in trade network in the period 1995-2003 from the per-spective of Polish small towns. Bulletin of Geography. Socio-economic series, no. 8: 151-161.
48. Thomas, D. (2010). Luksus, dlaczego stracił swój blask. MUZA SA., Warszawa.
49. Truong, Y., G. Simmons, R. McColl, and P.J. Kitchen. (2008). Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands. Journal of Strategic Marketing 16, no. 3: 189-203.
50. Tungate, M. (2009). Luxury world, the past, present and future of luxury brand. MPG Books Ltd., Bodmin.
51. Turunen, L.L.M., and P. Laaksonen. (2011). Diffusing the boundaries between luxury and counterfeits. Journal of Product & Brand Management 20, no. 6: 468–474.
52. Tynan, C., S. McKechnie, and C. Chhuon. (2010). Co-creating value for luxury brands. Journal of Business Re-search, no. 63: 1156–1163.
53. United Nations, Department of Economic and Social Affairs. (2009). Demographic Yearbook 2008. http://unstats.un.org/unsd/demographic/products/dyb/dyb2008.htm
54. United Nations, Department of Economic and Social Affairs. (2011). Demographic Yearbook 2009-2010. http://unstats.un.org/unsd/demographic/products/dyb/dyb2009-2010.htm
55. Vigneron, F., and L.W. Johnson. (1999). A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior. Academy of Marketing Science Review 1999, no. 1: 1-15.
56. Wen, C.-H., S.-H. Liao, W.-L. Chang, and P.-Y. Hsu. (2012). Mining shopping behavior in the Taiwan luxury prod-ucts market. Expert Systems with Applications, no. 39: 11257–11268.
57. Wiedmann, K.-P., N. Hennigs, and A. Siebels. (2009). Value-Based Segmentation of Luxury Consumption Behav-ior. Psychology & Marketing 26, no. 7: 625–651.
58. Witońska, A. (2008). Jak koncerny walczą z podróbkami. Gazeta finansowa online. http://www.gazetafinansowa.pl/index.php/component/content/article/248-jak-koncerny-walcz-z-podrobkami.html
59. World Bank. (2008). Unleashing Prosperity: Productivity Growth in Eastern Europe and the Former Soviet Union Washington.
Published
2015-02-20
Cited
How to Cite
Środa-Murawska, S., & Szymańska, D. (2015). CENTRAL AND EASTERN EUROPE IN THE LIGHT OF THE SPATIAL DISTRIBUTION OF LUXURY STORES – SOME PROBLEMS. Human Geography Journal, 15(2), 48-57. https://doi.org/10.26565/2076-1333-2013-15-08
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