Fast Fashion Business Model

Jin, Byoungho; Jung, Hyo Sun; Matthews, Delisia; Gupta, Megha

doi:10.4018/978-1-60960-756-2.ch011

Cited by 24 publications

(24 citation statements)

References 19 publications

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“…The value they create can span firms’ and industries’ boundaries (Amit and Zott, 2001) to include constellations of stakeholders that co-construct firms within their wider ecosystems (Chandrasekara and Harrison, 2013). The prevailing fashion business model, fast fashion, reflects a networked perspective through the configuration of complex supply chains (Jin et al , 2012), and the creation of value from sourcing clothing and accessory designs at affordable prices that are frequently changed to maintain their originality and style (Sheridan et al , 2006; Kent, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Fashioning clothing with and for mature women: a small-scale sustainable design business model

Townsend

Kent

Sadkowska

2019

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Purpose An ageing population in the developed world has become a significant topic in the contemporary research agenda. The purpose of this paper is to report on the development of a new small-scale business model based on facilitating in-depth understanding and responding to mature female consumers’ needs and expectations towards fashionable clothing. Design/methodology/approach Two complementary approaches are used: interpretative phenomenological analysis allows the researchers to employ the life-course perspective and to develop in-depth understanding of individuals’ present experiences in relation to their past. Action research offers the possibility to develop participatory, co-design processes based on collective creativity and mutual knowledge exchange between the stakeholders. Findings The research finds a strong interest in fashionable clothing by women, irrespective of their age. The action-based co-design process involving collaborative encounters with mature consumers creates a dynamic capability for alternative fashion design methodologies. This approach can contribute to a small-scale fashion business model for the mature women’s fashion market. Practical implications The women in the study stress the need for a more inclusive design process and expressed a willingness to buy from a brand/retailer who would offer them such a collaborative opportunity. There are practical implications for how a more flexible sizing approach to the design of fashion for older women could be implemented. Originality/value This research makes a contribution to practice-based design solutions for mature women and a new inclusive business model based on emotional durability. The innovative methodological approach contributes to the field of ethical and sustainable fashion design.

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Section: Literature Reviewmentioning

confidence: 99%

Fashioning clothing with and for mature women: a small-scale sustainable design business model

Townsend

Kent

Sadkowska

2019

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“…Fast fashion has experienced a decade of blistering growth and is fast becoming the way of the retail world as more and more brands move to the model and work on ways to improve operational strategies (Donaldson, 2013). Fast fashion provides the latest fashion trends along with agile response to consumer demand with reasonable prices (Jin, Chang, Matthews, & Gupta, 2012). Fast fashion's target market is large population of mobile young people -the target for fashionable fast fashion clothes.…”

Section: Introductionmentioning

confidence: 99%

Exploring the Relationships among the Dimensions of Fast Fashion Consumer-Based Brand Equity

2014

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“…Fast fashion provides the latest fashion trends along with agile response to consumer demand with reasonable prices (Barnes and Lea-Greenwood, 2010; Jin et al, 2012). Fast fashion remains a key success factor in fashion retail and fast fashion has become a mainstream strategy of fashion retailers in the global fashion industry (Barnes and Lea-Greenwood, 2010; Gabrielli et al, 2013).…”

Section: Fast Fashionmentioning

confidence: 99%

Exploring the personality of sportswear brands

Tong

2014

Sport, Business and Management: An International Journal

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Su, J. (2016). Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion. Asia Pacific Journal of Marketing and Logistics, 28(3), 464-480. Purpose -The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Made available courtesy of EmeraldDesign/methodology/approach -Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings-The findings reveal that brand awareness has a significant and positive direct impact on brand personality and perceived value; brand personality has a significant and positive direct effect on perceived quality and perceived value; and brand awareness, perceived quality and perceived value have a significant and positive direct effect on brand loyalty, respectively.Originality/value -Applying the brand equity model in the fast fashion industry and surveying actual consumers, the research provides in-depth empirical evidence of the interactions among the brand equity dimensions. Since fast fashion has become a key feature of the global fashion industry over the last decade, understanding the elements of brand equity and the inter-relationships among them provides important insights to marketing practitioners to develop strategies which encourage the growth of brand equity.

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Fast Fashion Business Model

Cited by 24 publications

References 19 publications

Fashioning clothing with and for mature women: a small-scale sustainable design business model

Fashioning clothing with and for mature women: a small-scale sustainable design business model

Exploring the Relationships among the Dimensions of Fast Fashion Consumer-Based Brand Equity

Exploring the personality of sportswear brands

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