Retail segmentation in the apparel industry: experiences in the jacket industry
Journal title MERCATI E COMPETITIVITÀ
Author/s Giancarlo Nadin
Publishing Year 2011 Issue 2011/1
Language Italian Pages 24 P. 115-138 File size 1288 KB
DOI 10.3280/MC2011-001007
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This paper is aimed to deploy the segmentation approach into the distribution channel management. This is a relevant issue in the normal trade environment, while there is a considerable fragmentation in the number of operators and since the relationship between supplier and retailer is often volatile due to the fashion trends. After the reconstruction of the main theoretical framework detected in the recent literature, an interpretative model is designed to envisage a viable approach for segmenting distribution networks. A case study in the domain of goose jacket production is reported as a way to verify two main hypotheses underlying the proposed model.
Keywords: Segmentation, customer portfolio, retail management, fashion
Giancarlo Nadin, La segmentazione della distribuzione tradizionale nel settore fashion: esperienze nel comparto del capospalla in "MERCATI E COMPETITIVITÀ" 1/2011, pp 115-138, DOI: 10.3280/MC2011-001007