customer:
Expo Riva Schuh Middle Eastreference area:
RicercaThe value of the product depends in large measure also on the place at which it is purchased or consumed. The consumer’s experience in the shop depends on perceptions and reactions to stimuli that determine the sensation he or she has of a particular product and hence play a very significant part in the decision whether or not to buy. The style and location of retail outlets are thus structurally a part of the product itself, directly affecting its content and rendering its purchase pleasant and useful. The point of sale of fashion products is thus much more than a mere place at which the products are made available to consumers. It is somewhere in which a retail experience is generated which adds value to thing being bought, an experience that would be quite different if the product were to be bought in another place. Particularly in the world of fashion, the shop is a centre of operations designed to produce intangibles attaching to the product and carry significant weight in terms of business communication and advertising, with a corresponding relevance in budgetary terms.
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