Introduction

This chapter explores with a special focus on the spatial settings, how management and shop attendants of Dutch men's wear fashion house Oger communicate and construct the Oger brand. The study makes a valuable contribution in the quest for empirical studies on space and spatial arrangements in retail shops. The Oger case shows how management carefully designed, managed and orchestrated retail space, objects and shop attendant's roles in an 'Oger theatre' to construct and communicate the brand. This theatre gives both customers and shop attendants a context for the performance of services and tells them about the nature of goods and services to be found in that specific store. Literature on organization culture and identity can be helpful to consumer culture scientists to better understand how brands are communicated through different communication channels. The case study of Benetton is such an example of connecting the concepts of corporate identity and brand.