2019
DOI: 10.1057/978-1-137-52352-5_2
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Patrizia Pepe: Unconventional Innovation and Integration in Fashion Supply Chain

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Cited by 1 publication
(2 citation statements)
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“…Brands may also be forced to reposition themselves due to the changing marketing environment. Repositioning can consist of changing/renewing existing associations, incorporating completely new associations and/or omitting existing Theoretical support: Aversa et al, 2017;Boardman et al, 2020;Cao et al, 2018;Foss and Saebi, 2018;Hacklin, et al, 2018;Heine and Gutsatz, 2015;Logman, 2013;Parguel, 2020;Saebi et al, 2017;Signori and Guercini, 2019;Snihur and Tarzijan, 2018;Todeschini et al, 2017;Varley et associations (Avery, 2012;Gaustad et al, 2019;Muzellec and Lambkin, 2006;Marques et al, 2020;Zhao et al, 2018). But sometimes, new brand associations may spontaneously emerge, as the business model behind the brand is optimized.…”
Section: Business Model Architecturementioning
confidence: 99%
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“…Brands may also be forced to reposition themselves due to the changing marketing environment. Repositioning can consist of changing/renewing existing associations, incorporating completely new associations and/or omitting existing Theoretical support: Aversa et al, 2017;Boardman et al, 2020;Cao et al, 2018;Foss and Saebi, 2018;Hacklin, et al, 2018;Heine and Gutsatz, 2015;Logman, 2013;Parguel, 2020;Saebi et al, 2017;Signori and Guercini, 2019;Snihur and Tarzijan, 2018;Todeschini et al, 2017;Varley et associations (Avery, 2012;Gaustad et al, 2019;Muzellec and Lambkin, 2006;Marques et al, 2020;Zhao et al, 2018). But sometimes, new brand associations may spontaneously emerge, as the business model behind the brand is optimized.…”
Section: Business Model Architecturementioning
confidence: 99%
“…Started as a fast-fashion business, the company continued integrating various formulas to its brand over time, from "pronto moda" to the "flash" formula, each demanding a new layer in the existing business model. Three supply chain layers built around three types of collections characterize Pepe's business model: a main collection, a flash collection created in autumn and sold in spring and weekly (fastfashion) mini-collections (Signori and Guercini, 2019). Some traditional luxury brands like Burberry are reacting to the fast-fashion evolution by adopting the SNBN (see now, buy now) business model (Salonga, 2017).…”
Section: Business Model Architecturementioning
confidence: 99%