Managing Turnover and Retention in Fashion Retail: Evidence from the Case of Max Mara GmbH

This thesis examines the evolution and effectiveness of motivational levers in the fashion retail sector, with a focus on the German labor market. The theoretical framework integrates Self-Determination Theory, Equity Theory, and Job Crafting, aiming to understand how monetary incentives—such as semestral bonus systems—interact with leadership style, job design, and regional employment dynamics. The empirical analysis is based on internal performance and incentive data from a retail company operating across multiple German regions. A comparative perspective between stores with structured, participatory management and those with less coordinated leadership highlights the impact of communication, task enrichment, and autonomy on employee motivation and performance. The study offers insights for designing effective HR strategies in highly regulated labor markets and performance-driven retail environments.