Portal de Periódicos da CAPES

Fast fashion requires fast marketing

2006; Emerald Publishing Limited; Volume: 10; Issue: 3 Linguagem: Inglês

10.1108/13612020610679286

1758-7433

Mandy Sheridan, Christopher Moore, Karinna Nobbs,

Consumer Behavior in Brand Consumption and Identification

Purpose The purpose of this article is to review the potential contributions of category management (CM) to the UK fashion sector and subsequently to establish evaluation criteria for the application of CM in the UK fashion sector. Design/methodology/approach Qualitative research was employed through an exploratory case study method. Findings Category management is limited in its application in the fashion industry. The study found that fashion companies adopted collaborative structures in order to implement a CM approach and a CM approach contributes to the development of a fast fashion business orientation. Research limitations/implications Exploratory case study method does not allow for the results to be generalised. Originality/value The paper proposes a model of the evaluation of the application of category management in the fashion sector.