Relation between branding and growth of the firm in new quick fashion formulas: analysis of an Italian case

Quick fashion formulas can be described as a product/service characterised mainly by its potential to supply retailers with a range renewal service that is produced at short time gaps. The purpose of this paper is to examine the hypothesis that by adopting new quick fashion formulas clothing manufacturers can at least in part integrate the different factors that traditionally contributed to the success of operators in different strategic groups. In the case of the Italian firm analysed here, the range renewal service and consequently the development of a new production management model are integrated with construction of a strong brand identity, which has resulted in increased performance. The development of new quick fashion formulas appears symptomatic of transition from a production‐driven to a market‐driven characterisation of the apparel manufacturing sector. The development and success of quick fashion formulas such as those analysed in this paper may have important implications not only for the evolution of clothing distribution, but indeed for the whole supply chain upstream of the retailer, including textiles manufacturers who produce yarn and fabric.