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Want a deal on that vintage item? Find common connection with seller

Sellers value the good more, but they will accept less from a person who also values that good because they want the link to the people who came before them — the heritage connection.

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If you’re looking to furnish your home with vintage furniture or expand a collection of treasured memorabilia, new research from the Indiana University Kelley School of Business and the Cornell University SC Johnson College of Business suggests those items could end up being cheaper if buyers emphasize a mutual connection to the past.

The research also has implications for sustainability.

“While a good gains value through association with an individual owner, it also gains value through its connection with a collective past,” said Kate Christensen, assistant professor of marketing at the Kelley School. “But connecting to the people who came before changes the value of objects. Sellers value the good more, but they will accept less from a person who also values that good because they want the link to the people who came before them — the heritage connection.”

Christensen is the lead author of the article, “The Role of Heritage Connection in Consumer Valuation,” recently published by the Journal of Marketing Research. Her co-author is Suzanne Shu, the John S. Dyson Professor in Marketing and dean of faculty and research at Cornell University’s SC Johnson College of Business.

“It’s long been known in behavioral economics that owners will often over-value an item,” Shu said. “Yet, we were observing almost an opposite pattern: Owners were willing to take a below-market sales price if the buyer was somehow connected to the object’s past.

“Even more surprising was that they’re offering a lower sales price to people who they think are likely to value the item the most. From an economic perspective, it’s an interesting demonstration of how people are willing to trade between money and emotional connections. From a marketplace perspective, it gives us insight into the selling and donating of the heirlooms retirees may be trying to get rid of.”

They conducted their study with Cornell alumni at a reunion weekend, with sellers in Facebook Marketplace and with CloudResearch-approved participants on the Amazon Mechanical Turk platform.

Past research has found that owners who are highly attached to sentimental items demonstrate heightened sensitivity to the future usage of their goods. This research suggests that sellers find it easier to part with an item when selling to buyers who share a connection to the item’s past.

Christensen and Shu’s research is applicable to markets that involve resale, such as the $43 trillion U.S. housing market and the $450 billion collectibles market.

“To get a discount on an older house, real estate agents might encourage their clients to use homebuyer ‘love letters’ that emphasize their experience living in a house from the same time period and their goal of staying connected to the past while enjoying the house,” Christensen said.

But the research could have significance beyond the hunt for a good bargain.

“While we analyze buying and selling of consumer goods in this paper, our work has implications for sustainability,” Christensen said. “While individuals sell goods, governments sell land, oil, water and mining rights. This research suggests that emphasizing a natural resource’s connection to generations past and the people who came before may make citizens value the land more and may make them more concerned about who gets the rights to the resource.

“We hope that understanding the link between the past and the present will pave a way to understanding how to preserve and protect our future.”

Nearly everyone has a possession that connects them to the past. For Christensen, that item was her grandmother’s teacups. Her research confirmed her own feelings that there is a distinction between selling to a collector and to someone who wants to maintain the same connection to those who came before them.

“Novelist William Faulkner famously wrote, ‘The past is never dead. It’s not even past,’” she said. “This is true in the marketplace, where the past has been mostly ignored. We found that a heritage connection — a seller’s link to the people who came before them — affects the decisions consumers make in a marketplace.”

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Beauty & Fashion

UNIQLO Mall of Asia store reopens on May 17

The branch first opened in 2012 as the global brand’s very first store in the Philippines, introducing Filipinos to UNIQLO’s stylish and functional everyday clothing.

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UNIQLO’s original MOA store is set to open its doors once more after major updates. The newly revamped store comes with a bigger space and larger offerings.

The branch opened in 2012 as the global brand’s very first store in the Philippines, introducing Filipinos to UNIQLO’s stylish and functional everyday clothing. With its sprawling 1,550 square meters at that time, the store served thousands of customers in the largest mall in the country and remained as one of the go-to hubs for LifeWear.

On May 17, the all-new UNIQLO MOA store promises to be even bigger with a doubled-up floor space of over 3,000 square meters spread across two floors. Loyal and new customers alike will surely enjoy the store’s new layout and latest presentations, as the space evolves with the new lifestyles of Filipinos.

Redefined experiences

Aside from featuring a vast selection of LifeWear pieces, the all-new UNIQLO MOA store will also redefine the retail experience where in-store and online shopping comes hand-in-hand. Store-driven efforts such as same-day Click & Collect are set to give customers an integrated shopping experience with UNIQLO.

The all-new UNIQLO MOA store will also be the second store in the country to have UNIQLO Coffee and UTMe! Originally only available at UNIQLO Manila Global Flagship Store in Glorietta 5, UNIQLO Coffee and UTme! is coming to the MOA store to delight coffee lovers and art lovers, respectively.

UNIQLO Coffee in the Philippines presents locally sourced, high-quality coffee beans from Mt. Apo, and features goods and pastries that mix Filipino and Japanese flavors.

Meanwhile, the UTme! service lets customers customize shirts and tote bags with various designs from its library or their own creations and images. To celebrate the new opening, UNIQLO is expanding its UTme! line-up with new designs in collaboration with partners from the local community.

Redefined lifestyles

The UNIQLO MOA store offers the brand’s complete LifeWear collection for men’s, women’s, kids, and babies. The all-new store spotlights essentials that are made for all, such as, the UNIQLO Core T and UNIQLO BraTop collection. Collaboration pieces with world renowned designers and pop culture brands will also be available.

Mark your calendars on May 17 and join the eventful re-opening of the UNIQLO MOA store at Level 2 to 3 of MOA’s North main mall, sure to be filled with exciting surprises with a redefined shopping experience like no other.

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Beauty & Fashion

Decathlon opens new Cebu City store

It is the first store outside Mega Manila for the France-based sports brand, our 6th store in partnership with SM, and the first Decathlon Philippines store to open this 2024.

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Global sports retail brand Decathlon unveils its 10th store in the Philippines, a 3,000 sqm sports retail zone at SM City Cebu. It is the first store outside Mega Manila for the France-based sports brand, our 6th store in partnership with SM, and the first Decathlon Philippines store to open this 2024. 

“We are excited to launch not only a new store, but a key milestone for us in making sports accessible to more and more Filipinos,” Hans Iff, President of Decathlon Philippines, states. “In Decathlon we always go where the sport lovers are, and Cebu is the perfect starting line for us, with its blend of urban playgrounds and nature destinations, and of course its active and dynamic residents. We look forward to welcoming all sport lovers and sparking the wonders of sport within each one.” 

Decathlon Cebu offers an expansive range of products for over 70 sports, with expansive display areas and experience zones for everyone to try and test. “We are happy to be in Cebu, a home for outdoor, water, and multisport activities, and a popular local and international tourist hub. Our goal is to be where the sport passionates are, but we also recognize that we are so much more than sport – we exist to unlock the love of sport in everyone. We look forward to having everyone discover our best-value sports products at an accessible price, and welcome everyone in SM City Cebu, ” Hathaipat ‘Spray’ Theintangpiriya, store leader for Cebu and city leader for Visayas and Mindanao, shares. 

Spray also assures that the Decathlon journey will continue to grow in the Visayas region. “Our Cebu store is only the starting line of an exciting Decathlon adventure. Our mission definitely isn’t done, and you can look forward to having more and more stores within the region in the coming years.” 

Decathlon Cebu also has a few surprises for all sport lovers this opening week. On March 1 only, the first 100 customers will receive an exclusive Decathlon backpack. On March 1 to 3, customers with a minimum purchase of P3500 will get an exclusive Decathlon Cebu tote bag, and on March 4-10, a special dry bag awaits customers with a minimum single receipt worth Php 3500. Only Decathlon members are eligible for the promos – simply sign up for free to enjoy up to 2-year warranty and 365-day refund and exchange on most items, access to Decathlon playgrounds and sports events, and more member-only promos and exclusives. 

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Beauty & Fashion

Introducing Emirates’ Business Class loungewear

Emirates’ Business Class loungewear is composed of a super soft premium modal material, which customers find lightweight and breathable.

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 Emirates Business Class customers will now be able to enjoy a complimentary inflight loungewear set which includes a relaxed cowl neck top and drawstring pants, comfortable slippers, and a matching eye mask. The luxurious loungewear is designed to be the ideal ‘flight fit’ – perfect for sleeping in, but also suitable to wear for a social drink at the A380 onboard lounge, or as a casual outfit that takes you from aircraft to arrivals in style.

Emirates’ Business Class loungewear is composed of a super soft premium modal material, which customers find lightweight and breathable. Designed to reflect contemporary athleisure trends, the cozy fabric is in a relaxing shade of light blue, available in two sizes. The botanic fibers and jersey knit style means the loungewear has an elegant drape that flatters various body types, ensuring soft and stretchy comfort above the clouds. Presented in a complementary drawstring pouch, each set contains an adjustable loungewear top and pants, a pair of warm slippers and an eye mask.

Emirates Business Class customers will be offered the loungewear set upon boarding so they can change at their leisure and maximize comfort for the full duration of the flight. On flights of 9 hours or more, Business Class customers will receive the full set with loungewear top and pants, slippers and eye mask, while on flights that have a duration of 2 hours and 30 minutes, customers will receive complimentary slippers and eye mask sets.

The launch of Business Class Loungewear forms part of Emirates’ ongoing investment into elevating customer experience, ensuring customers in all classes ‘fly better’. Recent investments have included a huge retrofit project of 120 aircraft with upgraded cabin interiors, creative new menus and new high-quality ingredients, exclusive champagne partnerships, a new hospitality program for Emirates cabin crew, live TV onboard amidst a vast library of inflight entertainment, complimentary Wi-Fi attainable for all customers, luxurious amenity kits and a world-class wine list.

The multimillion-dollar investment into Business Class loungewear has been in development for more than a year, designed in-house by the Emirates team to be best-in-class for comfort, style and reusability. During the trial period on routes to and from New York and Boston, customers shared highly positive feedback on the loungewear, with sets being taken home by customers to be worn again.

Experience true inflight comfort with Emirates Business Class

When you fly Emirates Business Class, your journey becomes as exciting and memorable as your destination. Choose from a curated selection of regionally inspired gourmet dishes and enjoy the different flavors of the world, and then immerse yourself in Emirates’ award-winning entertainment with more than 6,500 channels of on-demand content for you to explore.

Pamper yourself and stay refreshed with the complimentary travel amenity kit featuring Bulgari products and comfort essentials including a dental kit, double mirror, deodorant, tissues, and a foldaway hairbrush. Relax and unwind in your seat which seamlessly reclines into a fully flat bed with a soft, comfy mattress and a cozy blanket for a good night’s sleep.

With Emirates Business Class, you also get exclusive access to Emirates chauffeur drive service for a seamless, door-to-door experience to and from the airport, available in over 70 cities worldwide. You’ll also get access to Emirates’ Business Class Lounge which offers complimentary Wi-Fi, a well-equipped Business Center, and an array of gourmet dining options and exclusive beverages, allowing you to ease into the next step of your journey.

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