Author： Fernie John Azuma Nobukazu
Publisher： Emerald Group Publishing Ltd
ISSN： 0309-0566
Source： European Journal of Marketing, Vol.38, Iss.7, 2004-07, pp. : 790-808
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Abstract
The offshore migration of fashion manufacturing from established markets to offshore countries, and the increasingly complex nature of fashion consumption has played a crucial role in transforming the way fashion is perceived in the contemporary world. Globalisation of the fashion industry has allowed consumers to gain easier access to the in-vogue style at an increasingly inexpensive price. This paper explores the future direction of fashion in the industrialised economies through the experience of the Japanese fashion industry from a small manufacturers' perspective. Empirical findings from a questionnaire survey reveal the fundamental gaps that exist between the theory and the practice, in light of the original premise that quick response (QR) could be the vehicle for a survival strategy of domestic apparel manufacturing in the industrial economies.
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