Value: A retail‐level assessment

Retailers talk about giving value to consumers, but the literature yields no clear definition of value. This study represents an initial attempt to define value empirically from a retailer and consumer perspective based on consumer user experience with apparel products and retailers chosen to shop. If one can determine the attributes that are most important to consumers, then it may be possible to utilise value as a strategic competitive advantage in differentiating a retailer and a product in what consumers ever‐increasingly see as commoditised products and stores. There are importance attribute differences for the retailer chosen to shop and values related to the product and the store.