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.
- fashion retailing
- value chain
- retailer strategy
- operations management
McColl, J., & Moore, C. (2012). Developing a value chain for fashion retailers: activities for competitiveness. In H. Schramm-Klein (Ed.), European Retail Research (II ed., Vol. 26, pp. 47-75). Springer Gabler. https://doi.org/10.1007/978-3-658-00717-1_3