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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)

Research Journal of Textile and Apparel

ISSN: 1560-6074

Article publication date: 1 August 2008

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

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Emerald Group Publishing Limited

Copyright © 2008 Emerald Group Publishing Limited