Fashion retailing in the new economy: the case of SMEs

Abstract

Purpose

The purpose of this paper is to identify how small to medium‐sized enterprise (SME) fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap in a highly dynamic sector.

Design/methodology/approach

A single case study approach is adopted in light of the limited research in this area. Data collection involved a multi‐stage and multi‐methods approach over a six month period to increase the validity of findings and the triangulation of data.

Findings

The findings of this paper highlight, first, the need for formal CRM intervention; and, second, the issues involved in the implementation of a loyalty program.

Originality/value

In the absence of specific knowledge in this area, a framework is developed to advance both theoretical and practical understanding of how SME fashion retailers can build and manage close customer relationships in the new economy.

Citation

Donnell, L., Hutchinson, K. and Reid, A. (2012), "Fashion retailing in the new economy: the case of SMEs", International Journal of Retail & Distribution Management, Vol. 40 No. 12, pp. 906-919. https://doi.org/10.1108/09590551211274919