Marketing Fashion Color for Product Line Extension in the Departmental Store Channel

Topics:
Apparel and Accessories,
Home Furnishings and Housewares
Tags:
Gender And Diversity,
Sales Strategy,
Sales Force Management,
Sales,
Retail,
North Carolina State University,
Marketing,
Manufacturing,
Management,
Human Resources,
...
Source:
North Carolina State University

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Overview: Consumer demand, advances in manufacturing and retailing technology, and globalization contribute to an increasingly competitive domestic apparel market. In order to compete, retailers and manufacturers adopt aggressive product strategies designed to capture discerning consumers. A popular strategy for product line extension in the apparel industry is the addition of fashion color to core lines. Academics and practitioners alike have suggested that color can stimulate interest and, subsequently, sales of apparel products. The study examines the impact of visible fashion color on sales of women's core apparel products in the department store context through a quasi-experimental approach.

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Format: PDF | Size: 216KB | Date: Feb 2001 | Pages: 11

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