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Fashion localism: evaluation and extensions of utility in Sri Lankan fashion brands

Gayani Anushka Perera (Department of Textile and Apparel Engineering, University of Moratuwa, Moratuwa, Sri Lanka)
Achini Ranaweera (Department of Textile and Apparel Engineering, University of Moratuwa, Moratuwa, Sri Lanka)

Research Journal of Textile and Apparel

ISSN: 1560-6074

Article publication date: 9 February 2022

Issue publication date: 5 May 2023

134

Abstract

Purpose

Localism refers to a concept that encourages local production, consumption and promotion of goods. It is a movement to encourage consumers and businesses to purchase from locally owned, independent businesses that has grown rapidly in the past decade. However, localism remains understudied by researchers. This study aims to provide a more comprehensive understanding of the localism movement by capturing the dynamism of fashion localism in the context of the Sri Lankan fashion retail sector.

Design/methodology/approach

Adopting a qualitative exploratory approach, the authors conducted a series of in-depth interviews with 12 fashion practitioners.

Findings

Based on the findings, the authors propose a conceptual model of fashion localism consisting of eight themes: fashion localism design approach, locally sourced staples, land ethic, employee development, community development, consumer, regulations and limitations and future opportunities.

Originality/value

This research sheds some light on localism literature by capturing the dynamism of fashion localism. In particular, to the best of the authors’ knowledge, this research is the first study in marketing to propose a conceptual model of fashion localism. This research further points out certain managerial implications by illustrating a few practical approaches to the concept of localism within the Sri Lankan fashion retail sector.

Keywords

Citation

Perera, G.A. and Ranaweera, A. (2023), "Fashion localism: evaluation and extensions of utility in Sri Lankan fashion brands", Research Journal of Textile and Apparel, Vol. 27 No. 2, pp. 264-280. https://doi.org/10.1108/RJTA-08-2021-0099

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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