UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage?

This paper investigates consumer's attitudes towards fashion product assortment in UK mid-market department stores. It aims to determine whether changes to assortment will increase purchase intention and help regain competitive advantage through aligning customer perceptions of product quality and fit with brand image. Our findings challenge the traditional role of the department store in curating fashion assortment. We find that increases in perceived quality, perceptions of brand portfolio and brand fit will increase the purchase intention of UK mid-market department store consumers, whilst reduced assortment sizes would lead to a decrease in purchase intent.