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The paper presents new methods of distributing non-food products that undeniably better meet customers’ rationale of purchase than traditional distribution areas. Consequently, the universe of consumption is analysed, a concept that continues to be a vital issue both in the United States and Europe. The analysis was performed through a study that aims to highlight the attempts made in the adoption of innovative retail forms in the apparel industry in Romania and future directions in this field. The need to examine the specific distribution of products in the apparel industry and the state of adoption of the new retail forms in Romania is justified by the increasing number of companies that have developed their own brands without having distribution channels appropriate to the new socio-economic conditions. The study reveals the need for knowledge and awareness of the benefits of marketing the products in the new retail forms, as well as the necessity for consumers to be initiated by distributors in the exploration of the new reinvented sale areas, by designing appropriate consumer universes through the implementation of the ECR philosophy.

The Option for the Universe of Consumption and the “Efficient Consumer Response” Philosophy