Article | Culture Unbound: Journal of Current Cultural Research | Retail and Fashion – A Happy Marriage?: The Making of a Fashion Industry Research Design

Title:
Retail and Fashion – A Happy Marriage?: The Making of a Fashion Industry Research Design
Author:
Cecilia Fredriksson: Department of Service Management, Lund University, Sweden
DOI:
10.3384/cu.2000.1525.11343
Read article:
Full article (pdf)
Year:
2011
Volume:
3
Theme:
Theme: Fashion, Market and Materiality
Pages:
43-54
No. of pages:
13
Publication type:
Article
Published:
2011-04-19


Fashion and retail ought to be a happy marriage. Yet several entrepreneurs in the field of fashion speak of a climate that is difficult to penetrate because of economic and cultural factors. For example, the chain store concept is an expression of the specific and current fashion situation in Sweden: democratic fashion that is cheap and accessible. At the same time, customers now demand personal, unique and ethical fashions. However, there are few possibilities in this climate for low cost development in progressive Swedish design. This article addresses the questions of how special trade conditions are reflected in the relationship between fashion and retail, and how different interests and values are expressed in the culture of Swedish fashion. To gain a deeper understanding of diverse working conditions and strategies, this article analyzes the culture of the Swedish fashion business as a narrative of different social and cultural processes. A conclusion drawn is that a cultural perspective on the oppositions between different practices and logics in the fashion business may contribute to mapping and managing these oppositions.

Keywords: Fashion; retail; design; consumption; cultural economy; narrative; theme analysis

Volume 3, Theme: Theme: Fashion, Market and Materiality, Article 5, 2011

Author:
Cecilia Fredriksson
Title:
Retail and Fashion – A Happy Marriage?: The Making of a Fashion Industry Research Design
DOI:
10.3384/cu.2000.1525.11343
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  • Volume 3, Theme:: Theme: Fashion, Market and Materiality, Article 5, 2011

    Author:
    Cecilia Fredriksson
    Title:
    Retail and Fashion – A Happy Marriage?: The Making of a Fashion Industry Research Design
    DOI:
    10.3384/cu.2000.1525.11343
    Note: the following are taken directly from CrossRef
    Citations:
  • Oylum Korkut Altuna, ├ľzge Si─čirc & F. M├╝ge Arslan (2013). Segmenting women fashion magazine readers based on reasons of buying, fashion involvement and age: a study in the Turkish market. Journal of Global Fashion Marketing, 4(3): 175. DOI: 10.1080/20932685.2013.790708
  • Karen Ka-Leung Moon, Chorong Youn, Jimmy M.T. Chan & Alex Wai-hon Yeung (2013). Product design scenarios for energy saving: A case study of fashion apparel. International Journal of Production Economics, 146(2): 392. DOI: 10.1016/j.ijpe.2013.02.024
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