The purpose of this paper is to assess the use of alignment practices between manufacturers and retailers; it focuses on the Italian fashion industry.
A qualitative approach is adopted (case studies of fashion retailers in Italy), involving both documentary analysis and structured interviews with retail and store managers, with the aim of assessing the level of channel alignment between manufacturer and retailer.
The paper gives an overview of the extent to which fashion retailers in Italy pursue channel alignment; it suggests a relationship between the degree of alignment and two relevant drivers (channel type and lifecycle phase).
A descriptive analysis with exploratory purpose is provided. The overall research plan includes expanding the analysis and final testing through quantitative methods.
The paper analyses the role of retail channel alignment in the fashion industry from an operational point of view; helps understanding the need for alignment with respect to channel type and lifecycle phase.
