Abstract
This paper examines the nature of diversification within a successful UK apparel retailer, illustrating the competitive advantages which may be accrued as a consequence. Analysis of the Next business model and its corporate development suggests that diversification of brand, product, channel, format, foreign market and business support variables concentric to the core brand management competency of the company may be successful in creating sustainable competitive advantage for an apparel retailer. The paper proposes a conceptual model for the diversification of an apparel retailer, demonstrating hypothetical factors which may be used in the diversification of an apparel retail business in contemporary markets.
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CORE (COnnecting REpositories)
CORE (COnnecting REpositories)
