To read the full version of this content please select one of the options below:

Management perspectives on country of origin

Arooj Rashid (School of Materials, The University of Manchester, Manchester, UK)
Liz Barnes (School of Materials, The University of Manchester, Manchester, UK)
Gary Warnaby (School of Materials, The University of Manchester, Manchester, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 9 May 2016




The purpose of this paper is to provide a new perspective by conceptualising country of origin (COO) from a management perspective, identifying the impact different COO constructs have in the context of fashion retailer and manufacturer businesses.


This qualitative study comprises a series of in-depth interviews with key informants from large-scale fashion retailers and manufacturers in the UK.


The major findings of this research demonstrate that COO is considered a strategic business imperative but manifests in a variety of ways depending on brand positioning, long-term strategic plans, expertise, and brand values, etc.

Research limitations/implications

This study contributes to the body of knowledge about the importance of COO. The findings of this research will have practical implications for manufacturers and retailers, informing the debate on the value of the “Made in […]” epithet. Findings are limited to the UK fashion clothing industry.


This research presents a new perspective on the COO construct, addressing it from a management rather than consumer perspective. It argues that COO can be considered as a strategic dimension, which is manifested in a variety of ways. COO has been extensively researched from a consumer point of view but this research takes a new approach by presenting findings from a managerial point of view, with fashion manufacturing and retail branding as the context.



Rashid, A., Barnes, L. and Warnaby, G. (2016), "Management perspectives on country of origin", Journal of Fashion Marketing and Management, Vol. 20 No. 2, pp. 230-244.



Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited