Fast fashion in the retail store environment
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 7 September 2010
Abstract
Purpose
The paper aims to establish how fast fashion is translated and communicated in the retail store environment.
Design/methodology/approach
An interpretive paradigm and inductive methodology made use of participant observation and key informant interviews.
Findings
Whilst efficiencies in the supply chain have facilitated fast fashion's success, centralised control structures have meant that these efficiencies and flexibilities have not been translated into the retail store environment. Marketing communications activity is evident in relation to aspects of fast fashion, for example, through the use of “hero pieces” as identified in this research, however, availability and retail presence must support the fast fashion proposition.
Research limitations/implications
The paper has a UK focus where fast fashion is well established, therefore generalisations relating to other fashion markets may not be appropriate.
Practical implications
Retailers may have interest in the findings to gain competitive advantage in fast fashion.
Originality/value
Academic research on fast fashion research is still in its infancy, however this paper provides some unique insights into the phenomenon which may add to the nascent literature.
Keywords
Citation
Barnes, L. and Lea‐Greenwood, G. (2010), "Fast fashion in the retail store environment", International Journal of Retail & Distribution Management, Vol. 38 No. 10, pp. 760-772. https://doi.org/10.1108/09590551011076533
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited