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Erschienen in:
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2018 | OriginalPaper | Buchkapitel

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

verfasst von : Elisa Arrigo

Erschienen in: Contemporary Case Studies on Fashion Production, Marketing and Operations

Verlag: Springer Singapore

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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. The case study has shown that the store represents the heart of 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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Metadaten
Titel
The Key Role of Retail Stores in Fast Fashion Companies: The H&M Case Study
verfasst von
Elisa Arrigo
Copyright-Jahr
2018
Verlag
Springer Singapore
Buch
Contemporary Case Studies on Fashion Production, Marketing and Operations

Print ISBN: 978-981-10-7006-8

Electronic ISBN: 978-981-10-7007-5

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-981-10-7007-5_8