Developing and testing a value chain for fashion retailers: activities for competitive success

Abstract

Purpose: This is an exploratory paper which empirically tests a conceptual model of value chain activity for fashion retailers, developed from the literature. Design/methodological approach: The research involved in depth interviews with 15 of the largest and most successful high-street fashion retailers. Participants were asked to comment on the structure and content of the value chain model. Findings: An updated model of value chain activity for fashion retailers is proposed which takes account of recent changes and developments in the market. Research limitations/implications: This exploratory study is limited to the experiences of 15 large-scale fashion retailers and may benefit from further empirical testing. Practical implications: The results of this study provide a basis for value chain activity and added value in the fashion retailing sector. Originality/value: Academic development and empirical testing of generic business models in the fashion retailing sector is rare. This exploratory research seeks to address this scarcity.

Keywords:

• value chain
• fashion
• retailing
• brand
• branding