This was particularly the case with those that integrated production with

This was particularly the case with those that

This preview shows page 8 - 9 out of 19 pages.

to capitalize upon changing consumer behaviour. This was particularly the case with those that integrated production with retailing, thus enabling them to respond more quickly to changing consumer preferences (Sull & Turconi, 2008). Most importantly, however, these were firms that were capitalizing upon, and shaping, changing con- sumption habits. They had identified demand-driven changes and now had the logis- tical capability to satisfy such changes and, in doing so, further transform GCCs. Since the 1960s there has been an increasing shift from fixed status groups to more mobile identities (Paterson, 2006), which resulted in more dynamic patterns of con- sumption. A greater range of identities and affinities, plus the growing disposable income that made access to these fluid ‘lifestyles’ possible, has altered consumer behaviour (Featherstone, 1991). Greater social mobility, a growing middle class, the rise of urbanization and the growth of shopping malls, together helped create a less exclusive ‘fashion system’ (Entwistle, 2000). The enhanced agency that has accompa- nied socio-economic changes provides individuals with greater opportunities to develop a material sense of who they are and what they want to become — what Aspers (2012) refers to as ‘reflexive identities’. The growth of female labour force participation and style changes amongst males that emphasize more casual attire have further segmented the market, replacing the standardized fashion look of earlier-mass production eras. Advertizing, merchandizing and marketing sustained a culture of consumption; brand awareness is now pervasive and consumerism has become a rite of passage for most teenagers as they learn who they are by what they wear (Zukin, 2005). Changes in lifestyle and constantly varying consumer demands drive the fashion- sensitive retail sector to constantly reinvent itself. This consumer-driven approach to understanding the rationale for retailing changes gives agency to individuals at the point of purchase. Consumers are more knowledgeable and able to adapt to the latest fashion trends providing the goods are affordable and continually changing (Cachon & Swinney, 2011). They are prepared to shop more often and discard ‘dated’ styles more frequently, although research on this type of behaviour remains skeletal (see Barnes & Lea-Greenwood, 2006; Bhardwaj & Fairhurst, 2010; Cachon & Swinney, 2011). Recent studies by Gabrielli et al . (2013) and Watson and Yan (2013) pursue empirical investigations into such consumer behaviour but also recognize the limita- tions of their small samples or their qualitative nature in making definitive claims about the causality of such change. Nonetheless, it is apparent that fashion is increas- ingly a manufactured cultural system, intricately related to changes in material culture, which has become institutionalized in the consumer marketplace and drives retailing (Kawamura, 2005).
Image of page 8

Subscribe to view the full document.

Image of page 9

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes