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.
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