The fashion industry is undergoing a significant transformation with print-on-demand (POD) production leading the way. However, the diverse services offered by fashion POD businesses add analytical complexity. This study aims to conceptualize a competitive yet parsimonious framework for business models used by fashion e-commerce POD platforms through empirical observation.
Data from 21 fashion e-commerce POD platforms are analyzed, applying qualitative content analysis and quantitative multiple correspondence analysis.
Active fashion POD business models are identified and described in terms of value proposition (i.e. end-consumer service model and professional service model), value creation (i.e. hybrid printing approach), value delivery (i.e. live chat and express delivery services) and value capture (i.e. shop service revenue and integration).
The outcomes of this study serve as a guide for prospective fashion POD marketers to build value and recognize opportunities for their own entrepreneurial activities. The study implies a number of managerial recommendations that are presented in order of the unique dimensions.
This study employs a priori deductive theoretical categories to analyze data from real-world POD platforms using an inductive approach. This establishes a solid theoretical foundation while generating practical insights beneficial for POD stakeholders. Additionally, the study introduces an innovative methodological approach that combines qualitative content analysis and quantitative multiple correspondence analysis to explore an emerging business area with limited prior knowledge.
