The analysis reveals that a fashion retailer with brand value should introduce new items frequently if (1) the items of the fashion retailer are robust to his/her new items or vulnerable to imitations by other fashion retailers or (2) the market as a whole is less uncertain.
Fujita, Y. (2008), "A New Look at Fashion Brand Management – product switching strategies in the face of imitation", Research Journal of Textile and Apparel, Vol. 12 No. 3, pp. 38-46. https://doi.org/10.1108/RJTA-12-03-2008-B004
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