Quantitative Analysis of the Fashion Industry Comparing Spanish and British Small and Medium-Sized Companies

Lorena Ruiz-Fernández (), Laura Rienda (), Bartolomé Marco-Lajara () and Pedro Seva-Larrosa ()
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Lorena Ruiz-Fernández: University of Alicante
Laura Rienda: University of Alicante
Bartolomé Marco-Lajara: University of Alicante
Pedro Seva-Larrosa: University of Alicante

Chapter Chapter 5 in Firms in the Fashion Industry, 2021, pp 67-86 from Springer

Abstract: Abstract The current dynamic environment in the fashion industry is a major challenge for Small and Medium-sized Enterprises (SMEs). From an international perspective, we have considered interesting to focus our study on two of the European countries where the fashion sector is particularly relevant. Our aim is to describe and quantitatively compare the image and positioning of SMEs in the UK and Spain. To achieve this objective, we analysed the investments that these SMEs make in a trademark and their presence in social media (webpage and social networks). In general, our results indicate that the behaviour of the companies in these two countries is similar, although we also detailed some specific nuances between them.

Keywords: Fashion industry; SMEs; Trademark; Social media; Comparative analysis (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-76255-1_5

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DOI: 10.1007/978-3-030-76255-1_5

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