The chapter investigates the key role played by a system of directly operated stores in the fast fashion business model. For this purpose, a descriptive case study has been carried out on Hennes & Mauritz AB (H&M), one of the leading companies in the fast fashion sector with a wide network of retail stores across the global market. Findings show that the store represents the heart of the H&M’s business model, since, through direct control over the retail network the company is able to develop a profound level of market knowledge, advantageous for launching onto the market continuous and successful ranges of fashion apparel.

Arrigo, E. (2018). The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study. In P. Pui-Sze Chow, C.H. Chiu, A. Yip, A. Tang (a cura di), Contemporary Case Studies on Fashion Production, Marketing and Operations (pp. 121-137). SPRINGER [10.1007/978-981-10-7007-5_8].

The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study

Arrigo, E.
2018

Abstract

The chapter investigates the key role played by a system of directly operated stores in the fast fashion business model. For this purpose, a descriptive case study has been carried out on Hennes & Mauritz AB (H&M), one of the leading companies in the fast fashion sector with a wide network of retail stores across the global market. Findings show that the store represents the heart of the H&M’s business model, since, through direct control over the retail network the company is able to develop a profound level of market knowledge, advantageous for launching onto the market continuous and successful ranges of fashion apparel.
Capitolo o saggio
Store design, Directly operated stores, Fast fashion retailing, H&M case study.
English
Contemporary Case Studies on Fashion Production, Marketing and Operations
Pui-Sze Chow, P; Chiu, CH; Yip, A; Tang, A
2017
2018
978-981-10-7006-8
SPRINGER
121
137
Arrigo, E. (2018). The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study. In P. Pui-Sze Chow, C.H. Chiu, A. Yip, A. Tang (a cura di), Contemporary Case Studies on Fashion Production, Marketing and Operations (pp. 121-137). SPRINGER [10.1007/978-981-10-7007-5_8].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/176983
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