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Fast fashion requires fast marketing: The role of category management in fast fashion positioning

Mandy Sheridan (Business School, Glasgow Caledonian University, Glasgow, UK)
Christopher Moore (Business School, Glasgow Caledonian University, Glasgow, UK)
Karinna Nobbs (Business School, Glasgow Caledonian University, Glasgow, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 July 2006

29502

Abstract

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.

Keywords

Citation

Sheridan, M., Moore, C. and Nobbs, K. (2006), "Fast fashion requires fast marketing: The role of category management in fast fashion positioning", Journal of Fashion Marketing and Management, Vol. 10 No. 3, pp. 301-315. https://doi.org/10.1108/13612020610679286

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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