Fashion occupational communities – a market‐as‐network approach

Abstract

Purpose

Seeks to explore the notion of fashion networks, both local and global, as a means by which “products” – economic and intangible – can be exchanged and to present research findings of a network study undertaken in the Nottingham knitting industry.

Design/methodology/approach

Presents a study of knitting companies in the Nottingham area of the UK using social network methods to identify the structure and role of the local and global networks in which these businesses sit and shows, by describing the networks of two contrasting companies, the advantages and challenges they afford to the learning of individual businesses and other participants in the local network.

Findings

The density of the local network is presented and the role of universities and regional development agencies is shown to be important. The profiles of two‐example companies shows one type which is well connected within the local network and another type which has good global links but is not well connected locally. The implications of these two kinds of profile are discussed.

Practical implications

Indicates the importance of developing balanced networks, which allow the dissemination of ideas, information and norms and provide opportunities for exchange.

Originality/value

Challenges current ideas about fashion supply chains by exploring markets as complex networks of relationships which reflects the blurring of boundaries between firms and changing perceptions of “customers” and currencies of exchange. This paper revisits notions of markets in the context of the needs of small and medium‐sized fashion businesses and in particular focuses on their learning and development.

Citation

Ashton, P. (2006), "Fashion occupational communities – a market‐as‐network approach", Journal of Fashion Marketing and Management, Vol. 10 No. 2, pp. 181-194. https://doi.org/10.1108/13612020610667496