Developing a value chain for fashion retailers: activities for competitiveness

Julie McColl, Christopher Moore

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


It is recognised within the branding literature that strategic and operational activities associated with the development and portrayal of the fashion retailer brand are essential to creating value and maintaining its competitiveness. The literature, however, is fragmented and brand building activities are rarely considered as a coherent process. These activities are proposed within this paper to be essential to the creation of value for fashion retailing companies. A model of value chain activity for fashion retailers, based upon Porter’s value chain, has been developed. The model is theoretical and the concepts drawn from the literature. For future research, empirical studies may consider its application in the fashion retailing sector.
Original languageEnglish
Title of host publicationEuropean Retail Research
EditorsH. Schramm-Klein
Place of PublicationNetherlands
PublisherSpringer Gabler
ISBN (Print)9783658007164
Publication statusPublished - Oct 2012


  • fashion retailing
  • value chain
  • retailer strategy
  • operations management

ASJC Scopus subject areas

  • Business, Management and Accounting(all)


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