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The operationalisation of international fashion retailer success

Wigley, Stephen M. and Moore, Christopher M. (2007) The operationalisation of international fashion retailer success. Journal of Fashion Marketing & Management, 11 (2). pp. 281-296. ISSN 1361-2026

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Purpose – The paper aims to define the components crucial to international fashion retailer success and to establish how these components may be practically managed by a firm in order to achieve success.
Design/methodology/approach – The paper employs a case study approach.
Findings – The paper proposes that there are three components crucial to international fashion
retailer success – coherent international brand management, disciplined distribution control, and
retail presentation consistent with the marketing image. This may be achieved via centralised control structures or via effective management of relationships with foreign agents.
Research limitations/implications – This is an exploratory study requiring further quantitative
Originality/value – The paper applies theoretical approaches to practical issues, and offers a
practical account of how overseas fashion retailer success may be affected by firm management decisions and competencies.
Keywords - Fashion, Retailing, International marketing, Operations management
Paper type - Case study

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Schools: School of Art, Design and Architecture
Depositing User: Stephen Wigley
Date Deposited: 19 Nov 2010 16:07
Last Modified: 04 Nov 2015 16:12


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