Identifying critical resources for successful fashion startups in the USA: an exploratory study

Abstract

Purpose

Using resource-based theory and social cognitive theory, this study aimed to investigate crucial resources that new US fashion ventures need to survive the initial stage of business development. It also intended to discover the role and characteristics of founders that contribute to the success of a fashion business, as well as challenges and struggles that fashion entrepreneurs face.

Design/methodology/approach

For the study, a qualitative research method with in-depth personal interviews was conducted. Participants were recruited through purposeful sampling methods. Using a grounded theory approach, we analyzed the approximately 308 pages of primary source data, transcribed from the records of the interviews.

Findings

Findings were categorized into three major themes. First, financial resources and literacy, marketing, merchandising, as well as legal resources were identified as critical resources at the firm level. Second, at the individual level, four important human agency factors, including intentionality, forethought, reactiveness and reflectiveness were revealed as essential for the success of fashion entrepreneurs. Lastly, relationships and networks were highlighted at both firm and individual levels.

Originality/value

This study contributes to the understanding of fashion entrepreneurship, an understudied area. The study identified critical resources for the success of fashion startups, especially during the initial business development process. The findings also emphasized the importance of human agency factors and networks at both firm and individual levels.

Citation

Davis, L.Y., Zhao, L., Davis, D. and Liu, Y. (2024), "Identifying critical resources for successful fashion startups in the USA: an exploratory study", Journal of Fashion Marketing and Management, Vol. 28 No. 5, pp. 997-1014. https://doi.org/10.1108/JFMM-04-2023-0091