“I am going to educate the industry”: how an advocate became a key competitive resource for the adaptive apparel market

Abstract

Purpose

The goal of this study was to explore the development of the first-of-its-kind mainstream adaptive apparel line for children through the collaboration of an adaptive apparel advocate and an apparel brand.

Design/methodology/approach

To achieve this goal, the study used the resource advantage (RA) and first-mover advantage theory to conduct a case study investigating the lived experiences of Mindy Scheier as she created the adaptive apparel movement and collaborated with Tommy Hilfiger® to launch the first-of-its-kind mainstream adaptive apparel line for children.

Findings

The result of the case study revealed two dominant themes: (1) “I am going to educate the entire industry” and (2) “You mean no mainstream brands have done this before?” Using RA theory and first-mover advantage theory, the themes illustrated the advocate's position as a key competitive resource, how she leveraged the key competitive resources with an apparel brand, and subsequently, how the brand, using the advocate as a key competitive resource, established a first-mover advantage in the adaptive apparel market to develop the first-of-its-kind mainstream adaptive apparel line for children in the marketplace.

Originality/value

This study demonstrated how RA theory could be applied to the partnership between an advocate and an apparel firm and how the key resources acquired and utilized by the advocate support a competitive advantage within the adaptive apparel marketplace.

Citation

McBee-Black, K. and Ha-Brookshire, J.E. (2022), "“I am going to educate the industry”: how an advocate became a key competitive resource for the adaptive apparel market", Journal of Fashion Marketing and Management, Vol. 26 No. 1, pp. 179-194. https://doi.org/10.1108/JFMM-10-2020-0218