publication . Article . 2017

Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

O'Hare, Nicola; Stewart, Aileen; McColl, Julie;
Open Access
  • Published: 18 Dec 2017 Journal: Revista Mediterránea de Comunicación, volume 9 (issn: 1989-872X, Copyright policy)
  • Publisher: Universidad de Alicante Servicio de Publicaciones
Abstract
Independent retailers in the fashion sector make a substantial contribution to the UK economy at the time of significant change on the high street due to financial pressures and the growth of online trade. They provide an element of creativity and innovation to a homogenous retail landscape. The independent fashion retailer creates a destination and individual identity by presenting a unique offering and differentiated experience. Whilst independent retailers are important to the future of our high street, research is limited, particularly in the area of fashion independents. Therefore this research examines and identifies the unique characteristics of independe...
Subjects
free text keywords: Independent fashion retail, Niche strategy, Venta de moda al por menor independiente, Estrategia de mercado, Comunicación Audiovisual y Publicidad, Qualitative research, Marketing, Competitive advantage, Marketing mix, Business, Creativity, media_common.quotation_subject, media_common, High Street, Data collection, Communication. Mass media, P87-96, HF, HF5410
Related Organizations
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publication . Article . 2017

Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

O'Hare, Nicola; Stewart, Aileen; McColl, Julie;