McColl, Julie and Moore, Christopher (2015) Competitive Value Chain Activity for Fashion Retailer. Scholar's Press

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Abstract

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.

Item Type:	Book
Status:	Published
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/3265

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