Empirical study of the fashion industry

Abstract

To appropriately answer the propositions, the approach of a qualitative study at two points of time was chosen. A qualitative approach is applied because qualitative data are collected to learn more about that which cannot be directly observed and measured and to be able to access the opinions and choices of core decisions makers (CEO’s) in international retailing firms. This procedure also allows for analysis of the development and success of retailing firms—overall and in a country-specific environment—over a period of five years. I am aware of the possible disadvantages of qualitative empirical research (e.g., less structured methods and less standardized questionnaire-based results). However, qualitative research allows for a longer relationship with each respondent and results in deeper insights that have a greater potential for new insights (Aaker, Kumar and Day 2001, p. 184-202). In this study, large international retail firms were examined, and personal interviews were conducted at the headquarters of these international firms.