PurposeThe phenomenon of fast fashion is under‐researched academically, yet has received attention in most of the fashion and business press. Therefore, as it would seem timely, this article aims to present the findings of some exploratory research.Design/methodology/approachThe concept of agile supply chains or supply chain theory is explored with reference to fast fashion requirements. The research was carried out using in‐depth interviews of key informants in the fashion industry.FindingsThe major findings of this exploratory research demonstrate a developmental process occurring in supply chain management when fast fashion comes into the equation. This research provides additional complexity on the existing model of supply chain management for the fashion industry.Research limitations/implicationsThis paper presents a research agenda for future exploration. There are implications for theoretical perspectives of supply chain management as well as retail operations.Originality/valueThis paper offers insights into the impact of fast fashion on the supply chain and the links in the process which deserve further research attention.
PurposeThe paper aims to establish how fast fashion is translated and communicated in the retail store environment.Design/methodology/approachAn interpretive paradigm and inductive methodology made use of participant observation and key informant interviews.FindingsWhilst efficiencies in the supply chain have facilitated fast fashion's success, centralised control structures have meant that these efficiencies and flexibilities have not been translated into the retail store environment. Marketing communications activity is evident in relation to aspects of fast fashion, for example, through the use of “hero pieces” as identified in this research, however, availability and retail presence must support the fast fashion proposition.Research limitations/implicationsThe paper has a UK focus where fast fashion is well established, therefore generalisations relating to other fashion markets may not be appropriate.Practical implicationsRetailers may have interest in the findings to gain competitive advantage in fast fashion.Originality/valueAcademic research on fast fashion research is still in its infancy, however this paper provides some unique insights into the phenomenon which may add to the nascent literature.
PurposeThis paper explores fashion availability, fit and affordability in the UK stores especially for those women who wear size 16 and over; and examines their satisfaction/dissatisfaction with the retail experience.Design/methodology/approachThe satisfaction of customer needs remains a fundamental tenet of marketing theory, research and application. This survey was an exploratory study into satisfaction/dissatisfaction with the fashion provision and shopping environments for women in the UK. A questionnaire solicited the views of 250 women thereby enabling the researchers to gauge consumers' views on sizing, fit and fashion availability, perception of current offers, pricing and shopping environments.FindingsA large percentage of females, particularly those who wear size 16 and over, are dissatisfied with retail environments, fashion and sizing provision among major UK market players. While most women shopped from the high street and department stores, the larger woman had great difficulty in finding well‐fitting fashionable clothing in general, and with certain categories being most problematic. Respondents' views would appear to contradict previously accepted wisdom that clothing consumption activity is leisure and pleasure orientated; many negative experiences prevailed leaving them unhappy and disenfranchised.Research limitations/implicationsThe findings presented are the views of women's experiences in one city in the UK. Future research could include a wider sample from more cities.Practical implicationsMarketers should be aware of the need for affordable fashions for larger women. Lack of appropriate sizes is a major source of dissatisfaction. This creates negative emotions in terms of: merchandise choice, visual merchandising, store environment, sales personnel attitude, pricing policies and promotional activities. These factors are the very foundations of consumer satisfaction and the evidence of consumer dissatisfaction resulting in avoidance behaviour should be particularly worrying for retailers, given that they are operating in an increasingly competitive and saturated fashion environment.Originality/valueThis paper provides an initial indication of what creates consumer satisfaction or dissatisfaction about fashion, fit, affordability and retail environments in the UK particularly among larger women. This paper shows areas of specific concern for marketers.
Consumption benefitsEverybody shops! Catchphrases such as`s hop till you drop'' (Channel 4, 1997),``I shop, therefore I am'' (Firat and Venkatesh, 1993, p. 244) appear in everyday discourse as referents to an increasingly important facet of shared cultural awareness. They symbolize the extent to which consumption dominates the shaping of present day identities, increasingly eclipsing traditional value systems. This is illustrated by Campbell's (1997) discussion of the framing of the shopping experience as a leisure activity in its own right. Consumption has become``very much a social act where symbolic meanings, social codes, and relationships, in effect, the consumer's identity and self, are produced and reproduced'' (Firat and Venkatesh, 1993, p. 235). The transformation of consumption into a form of creative expression relates to both the product and process elements.In the acquisition of products, self-expression is achieved in a twofold manner.``The functions of the symbolic meanings of products operate in two directions, outward in constructing the social world: Social-Symbolism, and inward towards constructing our self-identity: Self-Symbolism'' (Elliott, 1997, p. 2). When considering social-symbolism, Warde (1994, p. 878) states that``F F F people define themselves through the messages they transmit to others through the goods and practices they possess and display. They manipulate or manage appearances and thereby create and sustain a`self-identity'''. He adds further that``F F F consumption offers security to individuals by confirming their self-image'' (Warde, 1994, p. 882). When discussing self-symbolism, Hirschmann (1992, p. 175) argues with the earlier ideas of Belk (as cited in Hirschmann, 1992)``F F F that consumers extend their identities and sense of self by incorporating larger numbers and types of products within a sense of personal possession or control''. Thus conspicuous consumption becomes an internalized marker of self-worth and a condition for external social acceptance and status.Beyond the material utility and exchange value of products, consumption as process is about the enjoyment of products and the images they carry as commodity-signs, a creative engagement with the symbolic contents of a fantasy world.``What is important is not the material possessions themselves or the
This paper outlines recent research which demonstrates that the re-naming of display as visual merchandising has led to centralisation and professionalism of the function. Centralisation of visual merchandising has given the function a strategic profile which has to date been neglected within the literature. The move towards centralisation and therefore increased professionalisation and sophistication of the creative process is discussed and includes the following benefits outlined by the respondents: (1) communicating a cohesive brand image; (2) differentiating the offer from the competition; (3) integrating promotional effort across the brand; (4) increasing availability of technology to facilitate the process. The paper concludes with future research avenues and recommendations.
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