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This case study of a fashion-design company aims to show how a co-creation initiative produces competitive advantage by nurturing creativity, expanding the company’s innovation capabilities and enabling it to engage with both taste-making customers and designers from anywhere in the world.

In 2009, Fronteer Strategy, a Netherlands-based market-analysis firm published a conceptual framework for identifying specifically how a firm’s processes and initiatives employ co-creation. This case looks at how this theoretical framework compares with the actual complexities of the co-creation process developed by Own Label.

Own Label’s co-creation approach is a hybrid model that utilizes more than one type of co-creation across its fashion-design process.

What makes co-creation in design-intensive industries a disruptive approach is the democratization of the process by which design choices are made.

Own Label is utilizing its hybrid models of co-creation in order to strategically position its self in niche markets, adapt faster to trends, as well as to be a design leader.

The purpose of this paper is to examine the agile supply chain management practices adopted by UK clothing retailers in order to effectively manage the supply of innovative, high‐margin, high‐fashion content product offerings in a complex global environment.

A case study approach was adopted examining the whole of the global retail fashion supply chain, from typical UK‐based retailers through to their main production and logistics suppliers based in two low‐cost locations, China and Romania. The cases of the UK retailers were followed by a study tour of China and Romania, where ten cases of fabric and finishing manufacturers, intermediaries and logistic providers were carried out.

Many aspects of accepted risk management and agile practice, such as market sensitivity, postponement activities and collaborative information‐sharing partnerships were apparent in the early product definition and the later product delivery stages of the supply chain. However, the responsibility for supply, including the key aspect of managing the complex supply network, was almost exclusively left to intermediaries located in low‐cost countries. These intermediaries in the main could best achieve agile supply from a significantly underutilized low‐cost country supply network through a traditional adversarial price and lead time auction sourcing process.

While the cases considered reflected what seemed to be a typical and widely adopted approach to managing such a supply chain, this may not, of course, be the only approach taken by organisations in the clothing industry.

By examining a whole supply chain associated with agile supply in an important sector, the paper identifies the relative importance of some existing practices and brings into sharper focus those most relevant to this type of supply. The paper also identifies key elements of contemporary supply chain management practice, namely the growing use of global supply for innovative products and the essential and valuable role played by intermediaries in such supply chains.

The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.

The authors conducted three studies using an experimental approach.

Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.

This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.

To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.

Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process from an international marketing perspective using Spanish fashion retailer Zara as a case study.

An in‐depth case approach was adopted based on extensive secondary research, which includes literature published in English and Spanish as well as internal company documents.

The internationalisation of Zara seems to follow the classic “stage model” by firstly entering geographically or culturally close markets before taking opportunities in more distant markets. This global expansion was triggered by both push and pull factors. Compared with the competition, Zara has three distinctions: vertical integration to achieve a faster turnaround time; use of franchise and joint ventures for rapid expansion; and use of the store as the main tool for promotion, with low spend on advertising.

The main drawback in case studies is that of limited validity and representativeness, constraining the potential for making generalisations. However, this case is deemed sufficient to provide valuable insights and improve understanding in this area.

Little attention has been devoted to the internationalisation process from an international marketing perspective. Aiming to fill this gap in the literature, this study provides important insights into Zara's internationalisation process.

The purpose of this study is to draw on an inductive approach in exploring how the post-90s generation relates themselves with the others when browsing fashion images on social media. More specifically, this work explores how young fashion readers perceive the phenomenon of bloggers' self-modeling as a means of self-expression.

Eight focus groups were conducted for 64 Hong Kong young fashion readers. Respondents were asked about their opinion on the fashion blogs, their preference toward bloggers' self-modeling phenomenon, and how they compare themselves with the self-modeling fashion bloggers.

Results indicate that a tendency of social comparison occurred as readers indicated preference toward fashion bloggers who perform as self-modeling image producers, this supports the notion of social comparison that human nature tends to compare with others similar to themselves. This finding also suggests the critical awareness of young fashion readers, in which an ideal beauty is perceived as a successful result from a calculated visual creation, namely “the creative self”.

This study focus on a Hong Kong setting with Instagram as the key communication platform; future research would be benefited from a wider scope of study from an international perspective.

This paper provides practical insight for fashion brands' strategic planners on how the fashion blogging works as a new genre of fashion communication. By understanding the fashion readers' preference, strategic planners could develop appropriate marketing communication strategy in response to the new trend of readers engaging in visual creative production for fashion.

This study reveals a new perspective in interpreting social comparison behavior for the fashion readers in the digital culture, whereas the targeted comparison attribute changed from ideal beauty to the creative self. This finding contributes to the discourse of academic theories in social media, social comparison and fashion communication.

Currently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space, as of yet fashion rental remains a niche form of consumption. This study aims to uncover consumer perspectives of fashion rental to identify opportunities for developing a fashion rental business that meets the needs of current consumers.

This is a qualitative study utilising semi-structured interviews combined with brainstorming and drawing exercises. Interviews were conducted with 17 women and three men.

Findings indicate that considerations around fashion rentals are utilitarian in nature focussing on functional benefits rather than more hedonistic ones. A spectrum of products that people would be most interested in renting is given.

Although the study invited male and female participants, the sample is more female-heavy, which may reflect the fact that women tend to be more open to alternative modes of consumption.

An important implication is that asking consumers to rent clothing requires a significant change in mindset. Brands need to ensure that their services “make sense” for the consumer to consider it as a viable alternative to purchasing new clothing.

This paper proposes a spectrum of fashion items that consumers may be interested in renting; this aims to help brands develop services that meet consumer needs.

The purpose of this paper is to understand the motivations that lie behind the choice of the “temporary store” as a marketing tool, with particular reference to the fashion sector in Italy. In the UK and the USA, the more usual terminology is “pop‐up store”.

The study adopts a qualitative approach, in the form of case studies of two fashion brands using temporary stores in Italy. Data were collected by in‐depth interviews with senior representatives of the two firms, backed by available documentary evidence and observation. Similarities and differences between the two sets of findings were identified and analysed, and conclusions drawn.

This exploratory study points to the need for further investigation, but its findings provide researchers and practitioners with new information about the use of the temporary store as a marketing tool, and the managerial implications. Though still in its infancy in Italy, it is becoming increasingly common elsewhere, especially in the form of “pop‐up stores” in the USA and the UK.

The study provides interesting and relevant information for marketing planners considering the use of temporary stores, in the fashion sector in Italy but also more widely.

The temporary store has been studied from an exploratory perspective, not simply described, as is the case in of the rather limited material available in the specialist media. Therefore, the study makes a significant contribution to the body of knowledge in the field.

The increasing pressure for social responsibility and sustainability that multinational enterprises (MNEs) are facing in their global operations represents one important emerging phenomenon within the international business field. In this book chapter, we present an in-depth case study on how a global fashion MNE develops and implements sustainability practices in their operations in an emerging market context. The case study focusses on the MNE’s work related to energy efficiency and renewable energy in the production market of Bangladesh. The purpose of this chapter is to advance the understanding about particular practices pertinent to a proactive approach to corporate social responsibility (CSR). The chapter contributes to ongoing discussions within the international business field on the role of MNEs in driving and implementing sustainability practices. We add an in-depth understanding of the proactive CSR practices undertaken by an MNE, in an emerging market context.