The operationalisation of international fashion retailer success

Stephen Wigley, Christopher M. Moore

    Research output: Contribution to journalArticlepeer-review

    24 Citations (Scopus)

    Abstract

    Purpose - The paper aims to define the components crucial to international fashion retailer success and to establish how these components may be practically managed by a firm in order to achieve success. Design/methodology/approach - The paper employs a case study approach. Findings - The paper proposes that there are three components crucial to international fashion retailer success - coherent international brand management, disciplined distribution control, and retail presentation consistent with the marketing image. This may be achieved via centralised control structures or via effective management of relationships with foreign agents. Research limitations/implications - This is an exploratory study requiring further quantitative investigation. Originality/value - The paper applies theoretical approaches to practical issues, and offers a practical account of how overseas fashion retailer success may be affected by firm management decisions and competencies.

    Original languageEnglish
    Pages (from-to)281-296
    Number of pages16
    JournalJournal of Fashion Marketing and Management
    Volume11
    Issue number2
    DOIs
    Publication statusPublished - 2007

    Keywords

    • Fashion
    • International marketing
    • Operations management
    • Retailing

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