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| Author: | Dewsnap, B. Hart, C. |
| Title: | Category management: a new approach for fashion marketing? |
| Journal: | European Journal of Marketing
2004 : VOL. 38:7, p. 809-834 |
| Index terms: | Fashions industry Retailing Supply chain management |
| Language: | eng |
| Abstract: | This paper proposes that the fashion industry might usefully follow the grocery industry's lead and implement category management. A comprehensive review of the literature on category management highlights the opportunity for fashion marketing to consider the potential of category management, and the specific research gaps. The overall tentative conclusion of this study is that as a consumer-oriented joint planning tool, category management offers retailer-supplier partnerships in the fashion industry an important adjunct to th industry's quick response methods. |
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