Inspired by Bauman’s notion of ‘liquidity’, we problematize the socio-cultural dynamics taking place in contemporary retail. The notion of liquid retail enables reserachers 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.
de Kervenoael, R., Bajde, D., & Schwob, A. (2018). Liquid retail: cultural perspectives on marketplace transformation. Consumption Markets and Culture, 21(5), 417-422. https://doi.org/10.1080/10253866.2018.1462583