The Future of the Local Yarn Shop

Abstract

Changing consumer buying behaviors and advances in digital technology are challenging brick and mortar retailers to rethink their traditional business models.  This case study examines the extent to which a small population of yarn stores on Vancouver Island, British Columbia, Canada is adapting to these changes.   Personal interviews, on-site observations, website evaluations, and an analysis of Facebook sites were used to gauge the likelihood of survival based on an ability to create community, defined as membership, influence, fulfillment of needs, and a shared emotional connection.  The principal findings revealed that for these four measures of community, influence and fulfillment of need were the strongest elements.