A New Look at Fashion Brand Management – product switching strategies in the face of imitation

Research output: Contribution to journalArticlepeer-review


The fashion market today is characterized by rapid change. Demands fluctuate over time and customer taste is rarely stable. As Christopher, Lowson and Peck (2004) mentioned, today's fashion market is ‘chaotic’. With correspondence to the recent ever changing market conditions, it is of growing interest to investigate the ways that sellers should keep up with the market fluctuations. By formulating the market fluctuation as a stochastic process and making use of the optimal stopping theory, the present study examines the ways that a fashion retailer should sustain its brand value in a fluctuating market. The analysis reveals that a fashion retailer with brand value should introduce new items frequently if (1) the items of the fashion retailer are robust to his/her new items or vulnerable to imitations by other fashion retailers or (2) the market as a whole is less uncertain.

Original languageEnglish
Pages (from-to)38-46
Number of pages9
JournalResearch Journal of Textile and Apparel
Issue number3
Publication statusPublished - 2008 Aug 1


  • market uncertainty
  • Optimal stopping theory
  • product vulnerability
  • stochastically fluctuating market

ASJC Scopus subject areas

  • Materials Science (miscellaneous)
  • Industrial and Manufacturing Engineering
  • Business and International Management
  • Management of Technology and Innovation


Dive into the research topics of 'A New Look at Fashion Brand Management – product switching strategies in the face of imitation'. Together they form a unique fingerprint.

Cite this