Innovation in the Fashion Industry

In: Business and Management

Submitted By AnneTwilt
Words 6995
Pages 28
Innovation in the Fashion Industry: A Study of Four Cases


Table of Content


Page 3 Page 3 Page 3 Page 5 Page 6 Page 6 Page 8 Page 10 Page 12 Page 13 Page 14

The history of fashion Major trends and developments in fashion Company Selection Analysis of the Companies House of Einstein Zara Fragile TOMS Conclusion Teamwork References Appendix


The history of fashion
In order to fully understand where the fashion industry stands today in terms of organizational forms and strategies, we first look at the transformation this industry has gone through. This paragraph will analyze the changes that have occurred in the fashion apparel industry in the past century. We will also discuss some of the major trends that are visible in the fashion industry today. Up until the 1960s, the fashion industry was roughly divided into two groups. First there were firms which were based on mass production, with low costs and standardized styles that did not change frequently (Bhardwaj & Fairhust, 2010). During this time, a large group of consumers was less sensitive to fashion and had a preference for practical, basic apparel. Secondly there was the luxury fashion industry, which originated in France. A small group of French traditional players set up a special association called the Chambre Syndicate de la Haute Couture (Djelic & Ainamo, 1999). With this association they controlled the luxury fashion industry by setting specific rules. Under these rules the label ‘haute couture’ could be granted only to the organizations that met the requirements.…...