Purpose: This research critically investigates product development in the context of fast fashion online retailers who are developing “own label” fashion clothing. With a focus upon inputs, outputs, planning and management in order to comprehensively map the interplay of people, processes...

Purpose: The purpose of this paper is to examine the customer decision-making journey of high involvement female fashion consumers in the context of omnichannel fashion retailing. Design/methodology/approach: The research is qualitative in nature, using a multi-method approach consisting of...

Purpose – The phenomenon of fast fashion is under‐researched academically, yet has received attention in most of the fashion and business press. Therefore, as it would seem timely, this article aims to present the findings of some exploratory research. Design/methodology/approach – The...

Purpose – The purpose of this paper is to provide a new perspective by conceptualising country of origin (COO) from a management perspective, identifying the impact different COO constructs have in the context of fashion retailer and manufacturer businesses. Design/methodology/approach –...

Purpose – The paper aims to establish how fast fashion is translated and communicated in the retail store environment. Design/methodology/approach – An interpretive paradigm and inductive methodology made use of participant observation and key informant interviews. Findings – Whilst...