Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

Nicola O’Hare; Aileen Stewart; Julie McColl

doi:10.14198/MEDCOM2018.9.1.23

Autores/as

Nicola O’Hare Glasgow Caledonian University, Reino Unido
Aileen Stewart Glasgow Caledonian University, Reino Unido
Julie McColl Glasgow Caledonian University,

DOI:

https://doi.org/10.14198/MEDCOM2018.9.1.23

Palabras clave:

Venta de moda al por menor independiente, Marketing mix, Estrategia de mercado

Resumen

Los minoristas independientes en el sector de la moda hacen una contribución sustancial a la economía del Reino Unido en el momento de un cambio significativo debido a las presiones financieras y el crecimiento del comercio en línea. Proporcionan un elemento de creatividad e innovación a un paisaje minorista homogéneo. El distribuidor independiente de moda crea un destino y una identidad individual al presentar una oferta única y una experiencia diferenciada. Mientras que los minoristas independientes son importantes para el futuro, la investigación es limitada, sobre todo en el área de empresas independientes de la moda. Por lo tanto, esta investigación examina e identifica las características únicas de los minoristas independientes de moda en Escocia. La investigación adopta un enfoque de estudio de caso, métodos cualitativos de recolección de datos con el fin de cumplir con los objetivos del estudio. Las Estrategias Competitivas Generales de Porter y la mezcla de mercadeo se utilizaron como un medio de extraer los aspectos individuales y las características únicas del minorista de moda independiente.

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