An investigation into retail buying roles and responsibilities for own-label clothing: a multiple case-study

Abstract

The purpose of this research is to investigate own-label buyers’ roles and responsibilities within the context of fashion retailing in the UK, as distinct from the roles of buyers of branded merchandise supplied by other companies. The elements of the fashion retail buying role are drawn together into a framework to offer academics and retailers a perspective on the ways in which theories on buying processes relate to practice. It concludes that buying own-label fashion products is largely similar to buying branded merchandise, with one of the main exceptions being in the area of new product development. Retail merchandisers were found to play a significant role within the buying function, yet there was a relative lack of collaboration between buyers and marketers within the sample.

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