Engaging with Fashion

Abstract

Based on empirical data from twenty semi-structured interviews with designers, buyers and merchandisers of UK based multiple womenswear retailers, this chapter examines the variations in retailers' working practices with a particular emphasis on their product differentiation strategies.The theme running throughout this chapter is that of differentiation and similaritya topic of enquiry commonly associated with Simmel's ([1904], 1957) essay on fashion.This discussion of the womenswear retailing industry demonstrates that, more than one hundred years after Simmel published his work, the dualistic tendencies of similarity and differentiation continue to fuel the modern fashion system. Kewords Fashion retailing -Simmelimitationdifferentiation -UK fashion

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