Abstract
Market positioning is perhaps the greatest strategic problem facing the fashion retailer in today's dynamic retail environment. Branded merchandise and changing consumer perceptions/lifestyles make continual market monitoring essential. This study explores explores the dynamics of market positioning in the home fashion arena, as viewed from a consumer lifestyle perspective. Implications for more effective home fashion market positioning by department, specialty, and mass merchandising outlets are also given.
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Mills, M.K. Strategic retail fashion market positioning: A comparative analysis. JAMS 13, 212–225 (1985). https://doi.org/10.1007/BF02729947
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DOI: https://doi.org/10.1007/BF02729947