Dedicated followers of fashion retailing: Understanding the customer decision-making

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

For many of those involved in business, while the mantra “the customer is king” is undoubtedly true, there are many times when they wish it was not. Take, for example, the plight of retailers trying to sell their goods to the modern shopper. In the old days, there equation would be simple: advertise goods in a newspaper or magazine; dress window attractively; be nice to shopper when they came into your shop; sell goods to shopper and trust they will come again soon. However, this is 2020 and the shopping experience is a very, very different enterprise indeed.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Original/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Dedicated followers of fashion retailing: Understanding the customer decision-making", Strategic Direction, Vol. 36 No. 9, pp. 19-21. https://doi.org/10.1108/SD-06-2020-0122