Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry

Abstract

This article investigates the nature of co-branded relationships within the fashion industry. Existing co-branding literature focuses heavily on consumer evaluations, and many studies explore FMCG and electronics markets, within which ingredient co-branding is common. When two brands from the fashion industry collaborate, both brands exist independently and do not rely on ‘ingredients’ for developing a new product and, therefore, presenting an opportunity for exploring the drivers and types of relationships that could exist. This study adopts an interpretive method of investigation using in-depth interviews with brand managers. Findings provide empirical support for value creation through different relationship levels (such as brand/awareness co-branding, values endorsement and complementary competence co-branding) while highlighting some challenges and risks for co-branding in practice. This article discusses implications for theory development and practice and highlights avenues for future research.     

Visions for a walking and cycling focussed urban transport system

Walking and cycling can make a considerable contribution to sustainable transport goals, building healthier and more sustainable communities and contributing to traffic and pollution reduction. There have been many national and local initiatives to promote walking and cycling, but without a long term vision and consistent strategy it is difficult to see how a significant change may be achieved. This paper presents three alternative visions for the role of walking and cycling in urban areas for the year 2030: each vision illustrates a ‘desirable’ walking- and cycling-oriented transport system against a different ‘exogenous social background’. These visions have been developed through a process of expert discussion and review and are intended to provide a stimulus for debate on the potential for and desirability of such alternative futures. Each is based on the UK and represents a substantial change to the current situation: in particular, each of the visions presents a view of a society where walking and cycling are considerably more important than is currently the case and where these modes cater for a much higher proportion of urban transport needs than at present. The visions show pictures of urban environments where dependence on motor vehicles has been reduced, in two of the visions to very low levels. The methodological approach for devising visions is informed by work on ‘utopian thinking’: a key concept underlying this approach is one of viewing the future in social constructivist terms (i.e. the future is what ‘we’, as a society, make it) rather than considering the future as something that can be ‘scientifically’ predicted by the extrapolation of current trends.     

Exploring retail orientated rotating savings and credit associations: festive season ‘stokvels’ in South Africa

ABSTRACT

Festive season rotating savings and credit associations (ROSCAs) or ‘stokvels’ form a large segment of the market in the lower-income bracket and informal market sector in South Africa and have a high collective purchasing power. This study explores the multi-month, multi-phase process through which these stokvels’ evaluate and purchase bulk groceries from retailers at a substantial discount during the festive season. The study followed an exploratory research design through fifteen in-depth interviews of retailers, interviews that were thematically analysed. The findings revealed four phases in festive season stokvel’s buying process, namely: Need Development, Double-Evaluation Loop, List Consolidation, and Post-purchase Behavior. Each phase encapsulated a number of salient interdependent relationships and prominent time periods in which activities occurred over a year through the lens of the participating retailers. While the actual transaction happens in December, the process usually starts before April of that year. The process is modeled to show when certain phases of the process are completed as well as the actors involved (stokvel, retailer, manufacturer/supplier). To date, there has been no research that has examined the buying process of festive season stokvels through the perspective of the retailer. By creating the first map of this commercial and social process, this exploratory research paves the way for further research into the selling and buying processes in these widely used systems of group purchase.