Niche market strategy in the textile and apparel industry

Abstract

Purpose

The purpose of this study is to examine how the textile and apparel industry can utilize a niche market strategy in order to compete with lower priced imports.

Design/methodology/approach

The research design used for this study was an in‐depth case study method. The sample consisted of selected companies from the fiber, textile, apparel, and auxiliary sectors who are considered leaders in the US textile and apparel industry.

Findings

Results indicated that firms can approach a niche strategy from either a market or a product perspective. Findings also indicated variables that are used by firms for both approaches. The most important factor in which a firm needs to focus is understanding the consumer.

Research limitations/implications

Because of the limited sample size of US textile and apparel firms, the results can only be generalized to those companies that participated in the study and not the entire textile and apparel industry.

Practical implications

This research study showed that a niche strategy is a promising global competitive strategy for the textile and apparel industry that can be used to compete with lower priced imports.

Originality/value

This study clarifies not only how a niche market/product is defined by the industry, but also how firms can implement and maintain a successful niche strategy.

Citation

Parrish, E.D., Cassill, N.L. and Oxenham, W. (2006), "Niche market strategy in the textile and apparel industry", Journal of Fashion Marketing and Management, Vol. 10 No. 4, pp. 420-432. https://doi.org/10.1108/13612020610701956