A New Look at Fashion Brand Management – product switching strategies in the face of imitation
Yasunori
Fujita
(Department of Economics, Keio University, 2-15-45 Mita Minato-ku, Tokyo, Japan)
Abstract
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.
Keywords
Citation
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2008 Emerald Group Publishing Limited