 The development of digital commerce in the fashion industry: The typology of emerging designers in LondonGalina Gornostaeva Technological Forecasting and Social Change, 2023, vol. 186, issue PA Abstract: Digital technologies increasingly transform traditional business models, value chains and associated networks of emerging fashion designers in London. D-commerce becomes an additional dynamic capability contributing to their competitive advantage. An analysis of this phenomenon was conducted exploring data assembled from several online sources. The findings reveal that fashion designers use amalgamations of online and physical channels to develop a downstream value chain domestically and internationally. Although social media plays an increasing role in the marketing of designer products this does not necessarily translates into higher visibility of designers on the Internet, increased accumulation of value or their overall chances of survival and growth. Large retailers who excel at channel diversity remain the important part of the highly institutionalised and hierarchical fashion industry ecosystem. A typology of designers was developed based on the characteristics of their visibility on the Internet, their involvement in d-commerce and other retailing practices. Keywords: Designer fashion; Business models; Digital-commerce; London (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:186:y:2023:i:pa:s0040162522006436 DOI: 10.1016/j.techfore.2022.122122 Access Statistics for this article Technological Forecasting and Social Change is currently edited by Fred Phillips More articles in Technological Forecasting and Social Change from Elsevier |
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