The strategic exploitation of new market opportunities by British fashion companies

Abstract

A recent development within the UK fashion sector has been the adoption by younger consumers of products and brands which have been traditionally targeted towards older customer groups. While previous research has tended to focus upon developing an understanding of the motivations which lead young consumers to adopt, adapt and in some cases undermine the brands and products typically associated with other demographic groups, little attention has been given to the role that fashion companies play in this process of market extension and development. By examining the activities of four fashion companies which have successfully extended into the youth market, the research identifies the varying strategic approaches that these firms adopted as well as the alterations they were required to make in order to satisfy the needs of this new group of customers. The research concludes by examining the long‐term implications of this type of market development.

Citation

Moore, C. and Murphy, R. (2000), "The strategic exploitation of new market opportunities by British fashion companies", Journal of Fashion Marketing and Management, Vol. 4 No. 1, pp. 15-25. https://doi.org/10.1108/eb022575