Perceptions of Existing Small Business Retailers on the Emerging Modern Stores Design in Malaysia; Case Study Existing Small Fashion Retails Store in Georgetown, Penang

Abstract

The retail industry is going through a transformation and the emerging market is witnessing a significant change in its growth pattern; modernization and post pandemic Covid-19 recovery safety SOP. Both existing and new players are experimenting with new retail formats without neglecting the health safety SOP by the government. Customers are also in favor of these retail formats; for trendy shopping environment and safety. This study was conducted to assess the impact of the emerging modern fashion stores design mainly regarding store environment attributes towards existing small local business fashion retails. Also the actions needed to remain competitive. A qualitative approach was chosen by performing interview with several existing small local fashion store retailers. The study used structured questionnaires for collecting primary data followed by data analysis and interpretation. The early findings revealed that there was gaps that existing small local fashion retailers faced. Lacking on the knowledge and guidelines on creating good fashion store environment design mainly after the post-pandemic strategies left them with little information in deciding which store design attributed more appropriate for their operations in an attempt to stay competitive without set aside the safety SOP. Therefore to survive into and through the next decade, it is important for the existing small local fashion business retailers to repositioning themselves by upgrading providing an exciting store environment shopping experience with comply to the current post-pandemic issued health safety (SOP). Thus this study underlines the dilemma that existing small store retailers faced due of modernization and after pandemic.