An exploratory packaging study of the composite fashion footwear buying framework

Brigitte de Faultrier and Neil Towers

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 5, 463-470

Abstract: The paper develops a composite framework for buying packaging for fashion footwear products that includes logistics, marketing and the Fashion Store Concept. A qualitative survey among eight retail chains in France explores the buying of packaging decision-making process for fashion footwear. Buying of packaging has been recognised as having specific importance for the visual merchandising activity of the retailer as well as the logistics and marketing activities. Clarity of ownership and control is critical to maximising the full potential from the business opportunity that packaging provides as it significantly impacts an integrated approach to buying within a fashion retailer.

Keywords: Buying; Packaging; Fashion Supply Chain (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:5:p:463-470

DOI: 10.1016/j.jretconser.2011.06.011

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