... shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies. Social implications Digitally fuelled interdependences of brand constellations by professionals...

... and the institutional pressures exerted on fashion systems as a result of digital technology, the fundamental conceptual underpinnings of the theory of spheres are applied to these developments in order to explain the character of the contemporary organization of fashion. Findings Based on the conceptual analysis...