Contemporary Case Studies on Fashion Production, Marketing and Operations

This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature,

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Pui-Sze Chow Chun-Hung Chiu Amy C. Y. Yip Ailie K. Y. Tang Editors

Contemporary Case Studies on Fashion Production, Marketing and Operations

Springer Series in Fashion Business Series editor Tsan-Ming Choi, The Hong Kong Polytechnic University, Hung Hom, Hong Kong

More information about this series at http://www.springer.com/series/15202

Pui-Sze Chow Chun-Hung Chiu Amy C. Y. Yip Ailie K. Y. Tang •



Editors

Contemporary Case Studies on Fashion Production, Marketing and Operations

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Editors Pui-Sze Chow Centennial College Pokfulam Hong Kong Chun-Hung Chiu Business School Sun Yat-sen University Guangzhou China

Amy C. Y. Yip City University of Hong Kong Kowloon Hong Kong Ailie K. Y. Tang Centennial College Pokfulam Hong Kong

ISSN 2366-8776 ISSN 2366-8784 (electronic) Springer Series in Fashion Business ISBN 978-981-10-7006-8 ISBN 978-981-10-7007-5 (eBook) https://doi.org/10.1007/978-981-10-7007-5 Library of Congress Control Number: 2017955659 © Springer Nature Singapore Pte Ltd. 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore

Preface

The fashion industry is amongst the largest industries in the world. The global fashion market contributes a huge amount of GDP and employs a majority of people in many countries; thus it has pivotal impacts on the global economy. Apart from the volatile demand and fast-moving fashion trends, the dynamics of the industry is constantly affected by the advancement in technology and the ever-changing concerns from the consumers such as sustainability. Whereas continuous investigation and theory development advances the knowledge to tackle the up and coming issues in such a dy