Liquid Retail: Cultural Perspectives on Marketplace Transformation

Ronan Jouan De Kervenoael*, Domen Bajde, Alexandre Schwob

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Inspired by Bauman’s notion of “liquidity,” we problematize the socio-cultural dynamics taking place in contemporary retail. The notion of liquid retail enables researchers to untangle marketplace transformation and to highlight developments centred around markets and market-actors that jointly transform each other. This introduction underlines, as a point of departure, recent developments in retailing that have been marked by the corrosion of fixity and boundaries. We provide a short synopsis of marketplace transformation and liquid retail, from a socio-cultural perspective, and summarize the papers included in this special issue.
Original languageEnglish
Pages (from-to)417-422
JournalConsumption, Markets and Culture
Publication statusPublished - 21 Sept 2018


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