Merchandising/Marketing/Retailing: Management

A Case Study Analysis of Local Luxury Fashion Store's Survival in Small Towns

---

Abstract

Retail is considered one of the major segments in the luxury market and in retail sector, the luxury fashion market have created a standpoint for itself where its consumers wear clothing or apparel items not necessarily out of function, but for fashion and prestige purposes. To attract a larger consumer group, luxury fashion brands started to have a competitive price tag while maintaining the quality of their products and the status of their brand. The larger consumer group in the luxury market segment has also triggered the establishment of local luxury fashion businesses in small towns in the United States. However, the struggle was hard for these businesses in small towns compared to any big city as the number of consumers is very low. Using the Porter's (1990) diamond model, this study aims to understand how local luxury fashion businesses build competitive advantages in small towns.

Keywords: Luxury fashion, Local business, small business, small town, Luxury retail

How to Cite:

Swazan, I. & Das, D., (2022) “A Case Study Analysis of Local Luxury Fashion Store's Survival in Small Towns”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15889