Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a...

Complementary approaches are proposed for understanding and targeting fashion consumers – concentrating especially on innovation theory and self‐concept theory. These are seen as being two potentially relevant approaches because fashion is concerned with “newness”, therefore innovation...