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  • Transformational Retailing Accepted Author Manuscript

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in History of Retailing and Consumption on 24/02/2021, available online: http://www.tandfonline.com/10.1080/2373518X.2020.1859926

    Accepted author manuscript, 291 KB, PDF document

    Embargo ends: 24/08/22

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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Transformational Retailing and the Emergence of a Modern Brand: Liberty of London, 1875-1900

Research output: Contribution to journalJournal articlepeer-review

E-pub ahead of print
<mark>Journal publication date</mark>24/02/2021
<mark>Journal</mark>History of Retailing and Consumption
Issue number2
Volume6
Number of pages19
Pages (from-to)78-96
Publication StatusE-pub ahead of print
Early online date24/02/21
<mark>Original language</mark>English

Abstract

This article considers the role of a transformational retail setting in the development of an iconic brand identity in the last quarter of the nineteenth century. The focus of this research is Liberty of London. Through experiential engagement and augmented admission, Liberty created a retail environment that challenged existing practices. Coupled with the development of a brand identity enhanced through authoritative advocacy and consumers’ allegorical encounters with the firm’s core brand message, Liberty achieved the symbolic substantiation of a distinct taste regime through the market-mediation of authenticity. We discuss how brand representation in a transformational retail setting in the metropolitan market of the late nineteenth century legitimized and structured consumer expectations in a context of growing middle class demand for merchandise with enhanced aesthetic qualities and associated lifestyle values.

Bibliographic note

This is an Accepted Manuscript of an article published by Taylor & Francis in History of Retailing and Consumption on 24/02/2021, available online: http://www.tandfonline.com/10.1080/2373518X.2020.1859926