Nguyen, P and Mogaji, Emmanuel ORCID: https://orcid.org/0000-0003-0544-4842 (2022) Emerging economies in fashion global value chains: brand positioning and managerial implications. In: Brooksworth, Frederica, Mogaji, Emmanuel ORCID: https://orcid.org/0000-0003-0544-4842 and Bosah, Genevieve, (eds.) Fashion Marketing in Emerging Economies: Brand, Consumer and Sustainability Perspectives. Palgrave Studies of Marketing in Emerging Economies book series (PSMEE), I . Springers, Cham, pp. 109-133. ISBN 978-3031073250; 978-3031073267; 978-3031073281 (doi:10.1007/978-3-031-07326-7_5)

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Abstract

Looking at the fashion global value chain (GVC), there is not much vertical integration in the overall industry; most production processes are outsourced to large factories in developing countries. However, beyond just production, there leaves a gap in the market for independent fashion brands in the emerging countries that can take responsibilities for the design, production and marketing of their brands, albeit on a small scale, not competing with global fashion brands. This chapter theoretically examines fashion marketing in emerging economies, recognising the inherent challenges with these economies and how it can influence fashion marketing. This study extends the Smile Curve of High-Value Activities in Global Value Chains, focusing on independent fashion brands in developing countries. The study also provides theoretical contributions relevant for academic researchers, scholars and students. In addition, there are pertinent managerial implications for business owners, fashion tech developers and policymakers.

Item Type:	Book Section
Uncontrolled Keywords:	fashion marketing; value chain; emerging economies; fashion brands; brand positioning
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Marketing Research Group (MRG)
Last Modified:	06 Jan 2023 13:11
URI:	http://gala.gre.ac.uk/id/eprint/37001

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