Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications

Nguyen, Nguyen Phong; Mogaji, Emmanuel

Abstract

Looking at the fashion global value chain (GVC), there is not much vertical integration in the overall industry; most production processes are outsourced to large factories in developing countries. However, beyond just production, there leaves a gap in the market for independent fashion brands in the emerging countries that can take responsibilities for the design, production and marketing of their brands, albeit on a small scale, not competing with global fashion brands. This chapter theoretically examines fashion marketing in emerging economies, recognising the inherent challenges with these economies and how it can influence fashion marketing. This study extends the Smile Curve of high-value activities in global value chains, focusing on independent fashion brands in developing countries. The study also provides theoretical contributions relevant for academic researchers, scholars and students. In addition, there are pertinent managerial implications for business owners, fashion tech developers and policymakers.

Citation

Nguyen, N. P., & Mogaji, E. (2022). Emerging Economies in Fashion Global Value Chains: Brand Positioning and Managerial Implications. In Fashion Marketing in Emerging Economies Volume I (109-133). Palgrave Macmillan. https://doi.org/10.1007/978-3-031-07326-7_5

• Online Publication Date: Dec 7, 2022
• Publication Date: Dec 7, 2022
• Deposit Date: May 31, 2023
• Publisher: Palgrave Macmillan
• Pages: 109-133
• Series Title: Palgrave Studies of Marketing in Emerging Economies
• Series ISSN: 2730-5554
• Book Title: Fashion Marketing in Emerging Economies Volume I
• Chapter Number: 5
• ISBN: 9783031073250; 9783031073281
• DOI: https://doi.org/10.1007/978-3-031-07326-7_5
• Publisher URL: https://link.springer.com/chapter/10.1007/978-3-031-07326-7_5
• Related Public URLs: https://link.springer.com/book/10.1007/978-3-031-07326-7
• Additional Information: First Online: 7 December 2022