Journal of Fashion Marketing and Management: Volume 15 Issue 2

Market‐facing strategic alliances in the fashion sector

Stephen M. Wigley, Aikaterini‐Konstantina Provelengiou

The purpose of this paper is to investigate market‐facing fashion industry strategic alliances in the fashion industry by studying a specific case in context of the existing…

Youth identity ownership from a fashion marketing perspective

Tracy Diane Cassidy, Hannah van Schijndel

The purpose of this paper is to investigate the influence that marketing has on teenagers and their development of identity and question the ethical implications of this…

Are fashion‐conscious consumers more likely to adopt eco‐friendly clothing?

Hae Jin Gam

Previous studies regard purchasing of environmentally friendly clothing (EFC) as a subset of environmental behavior. However, like all clothing, EFC also reflects a consumer's…

Accessing opportunities in apparel retail sectors in India: Porter's diamond approach

Manveer Mann, Sang‐Eun Byun

The Indian retailing industry has undergone dramatic changes because of the government's recent liberalization in retail sectors along with the country's rapid economic…

The apparel aftermarket in India – a case study focusing on reverse logistics

Nandita Abraham

This paper aims to map and understand the reverse logistics systems in the apparel aftermarket in India. It clarifies the processes involved from the procurement of used clothing…

Improving garment fit and function through ease quantification

Simeon Gill

The purpose of this paper is to provide a theoretical model for considering ease numerically in the clothing pattern. Classifying the pattern as a geometric Cartesian coordinate…

Assessing college women's associations of American specialty apparel brands

Wi‐Suk Kwon, Sharron J. Lennon

The purpose of this paper is to explore brand association dimensions important to consumers of US specialty apparel brands targeting young women and develop a valid and reliable…

The temporary store: a new marketing tool for fashion brands

Micaela Surchi

The purpose of this paper is to understand the motivations that lie behind the choice of the “temporary store” as a marketing tool, with particular reference to the fashion sector…

Fashion creation-consumption: a pole reversal?

Steve Hayes