Competitive Value Chain Activity for Fashion Retailers

Julie McColl, Christopher Moore

Research output: Book/ReportBook


It is recognised within the literature that strategic and operational activities associated with the development and portrayal of the fashion retailer brand, are essential to creating value and maintaining competitiveness. The literature, however, is fragmented and brand building activities are rarely considered as a coherent process. This research empirically tests a conceptual model of value chain activity for fashion retailers which was developed from the literature and was based on Porter’s Value Chain. The research involved in depth interviews with fifteen of the largest and most successful high street fashion retailers. An updated model of value chain activity for fashion retailers is proposed which takes account of recent changes and developments in the market. The results of this study provide a basis for value chain activity and added value in the fashion retailing sector.
Original languageEnglish
Place of PublicationGermany
PublisherScholars' Press
Number of pages52
ISBN (Electronic)9783639510973
ISBN (Print)9783639510973
Publication statusPublished - 2015


  • fashion retail
  • brand
  • value chain activity


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