Fast fashion requires fast marketing

Abstract

Purpose The purpose of this article is to review the potential contributions of category management (CM) to the UK fashion sector and subsequently to establish evaluation criteria for the application of CM in the UK fashion sector. Design/methodology/approach Qualitative research was employed through an exploratory case study method. Findings Category management is limited in its application in the fashion industry. The study found that fashion companies adopted collaborative structures in order to implement a CM approach and a CM approach contributes to the development of a fast fashion business orientation. Research limitations/implications Exploratory case study method does not allow for the results to be generalised. Originality/value The paper proposes a model of the evaluation of the application of category management in the fashion sector.

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