• Journal article

The development of digital commerce in the fashion industry: The typology of emerging designers in London

Gornostaeva, Galina 2023. The development of digital commerce in the fashion industry: The typology of emerging designers in London. Technological Forecasting & Social Change. 186 (Part A) 122122. https://doi.org/10.1016/j.techfore.2022.122122

TitleThe development of digital commerce in the fashion industry: The typology of emerging designers in London
TypeJournal article
AuthorsGornostaeva, Galina
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.

KeywordsDesigner fashion
Business models
Digital-commerce
London
Article number122122
JournalTechnological Forecasting & Social Change
Journal citation186 (Part A)
ISSN0040-1625
Year2023
PublisherElsevier
Accepted author manuscript
License
CC BY-NC-ND 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1016/j.techfore.2022.122122
Publication dates
Published in printJan 2023
Published online12 Nov 2022

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