Fashion niche market strategies: a systematic literature review

IF 3.2 4区 管理学 Q2 BUSINESS Journal of Fashion Marketing and Management Pub Date : 2024-08-28 DOI:10.1108/jfmm-06-2024-0228
Kalavila Pathirage Nilmini Bhagya, Priyanka Virajini Medagedara Karunaratne, Gayathri Madubani Ranathunga, Achini Ranaweera
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Abstract

Purpose

This study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits, success factors and characteristics of a niche strategy. Additionally, it identifies data gaps and necessitates a detailed examination to uncover areas with inadequate information.

Design/methodology/approach

This study utilized the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA 2020) method for systematic review and included 70 studies to analyze their findings.

Findings

This systematic literature review pinpoints niche strategies shaping the future of the fashion industry while developing sectors of the textile and apparel industry, fashion technology, fashion retail business, fashion media and communication, luxury fashion, sustainable fashion, adaptive clothing and transgender fashion within the fashion supply chain. A niche market strategy utilizes both pull and push marketing in the fashion industry. Scholarly literature commonly underscores the understanding of the consumer as a pivotal factor in the success of fashion niche market strategy.

Practical implications

This review offers a comprehensive overview of fashion niche strategy practices, aiming to inspire fashion industry professionals. It also serves as a guide for fashion industry professionals, summarizing best practices across various fashion industry sectors to help develop effective niche strategy competencies for firms.

Originality/value

This review thoroughly analyzes niche strategy implementation in the fashion industry, presenting an important resource for individuals new to this sector. It highlights the significance of niche strategies in improving the comprehension of emerging participants in the fashion business.

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时尚利基市场战略:系统文献综述
目的 本研究系统地探讨了时尚产业中有关全球利基市场战略的文献,以便绘制利基市场实践图,并研究利基市场战略的益处、成功因素和特点。此外,本研究还确定了数据缺口,有必要进行详细审查,以发现信息不足的领域。本研究采用系统综述和元分析首选报告项目(PRISMA 2020)方法进行系统综述,共纳入 70 项研究,并对其结果进行分析。研究结果本系统性文献综述指出了塑造时尚产业未来的利基市场战略,同时发展了时尚供应链中的纺织服装业、时尚科技、时尚零售业、时尚媒体与传播、奢侈时尚、可持续时尚、适应性服装和变性时尚等领域。在时尚产业中,利基市场战略利用拉动和推动两种营销方式。学术文献普遍强调,对消费者的理解是时尚利基市场战略取得成功的关键因素。它还可作为时尚行业专业人士的指南,总结时尚行业各领域的最佳实践,帮助企业发展有效的利基市场战略能力。原创性/价值这篇综述全面分析了时尚行业的利基市场战略实施情况,为新进入这一行业的人士提供了重要资源。它强调了利基战略对于提高时尚行业新兴参与者的理解能力的重要意义。
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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
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