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Publication date: 28 August 2024

Kalavila Pathirage Nilmini Bhagya, Priyanka Virajini Medagedara Karunaratne, Gayathri Madubani Ranathunga and Achini Ranaweera

This study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits…

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Abstract

Purpose

This study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits, success factors and characteristics of a niche strategy. Additionally, it identifies data gaps and necessitates a detailed examination to uncover areas with inadequate information.

Design/methodology/approach

This study utilized the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA 2020) method for systematic review and included 70 studies to analyze their findings.

Findings

This systematic literature review pinpoints niche strategies shaping the future of the fashion industry while developing sectors of the textile and apparel industry, fashion technology, fashion retail business, fashion media and communication, luxury fashion, sustainable fashion, adaptive clothing and transgender fashion within the fashion supply chain. A niche market strategy utilizes both pull and push marketing in the fashion industry. Scholarly literature commonly underscores the understanding of the consumer as a pivotal factor in the success of fashion niche market strategy.

Practical implications

This review offers a comprehensive overview of fashion niche strategy practices, aiming to inspire fashion industry professionals. It also serves as a guide for fashion industry professionals, summarizing best practices across various fashion industry sectors to help develop effective niche strategy competencies for firms.

Originality/value

This review thoroughly analyzes niche strategy implementation in the fashion industry, presenting an important resource for individuals new to this sector. It highlights the significance of niche strategies in improving the comprehension of emerging participants in the fashion business.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 29 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 14 June 2023

Thamoda Geegamage, Achini Ranaweera and Rangika Halwatura

The fashion industry has been accused of being the second largest environmental polluter in the world. Millions of tons of post-consumer waste are dumped in landfills and garbage…

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Abstract

Purpose

The fashion industry has been accused of being the second largest environmental polluter in the world. Millions of tons of post-consumer waste are dumped in landfills and garbage disposal sites each year. However, environmental concerns are emerging as a mainstream issue among modern-day consumers. This critical problem has prompted fashion retailers and brands to embrace sustainable practices to address consumers’ environmental concerns by reducing pollution. Given this background, this research aims to understand consumer’s perceptions of value towards second-hand fashion consumption in the context of Sri Lanka.

Design/methodology/approach

This exploratory study uses a qualitative approach to understand consumers’ perceptions of value towards second-hand fashion consumption.

Findings

This research uses the theoretical model of the means-end chain model and shows five consumer’s values of second-hand consumers: price-consciousness, consciousness on emotional bonds, comfortability consciousness, quality and brand consciousness and social and environmental consciousness. Furthermore, the authors show non-second-hand fashion consumers’ values as social status consciousness, hygienic consciousness, comfortability consciousness, quality and brand consciousness and self-expressive consciousness.

Originality/value

This research sheds some light on the emerging knowledge of second-hand consumption. This research further points out certain practical implications by drawing attention to a few opportunities and challenges associated with the second-hand fashion business within the Sri Lankan fashion retail sector, in particular when launching new fashion brands catering to second-hand fashion consumers.

Details

Research Journal of Textile and Apparel, vol. 28 no. 4
Type: Research Article
ISSN: 1560-6074

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