and marketing innovation of local SMEs that offer their branded products in the fashion industry. While many previous … studies discuss technological and marketing innovation in well-established fashion industries, this study attempts to relate … market sensing and marketing performance from the less-established home fashion industry. Methodology, the sampling method …

Innovation in fashion retail is critical in order to ensure competitive advantage in a constantly evolving market, in … international trends, mindful of the quality of products, but more price sensitive and less loyal to a brand. The shopping … fashion products, less rigorous but relatively consistent. …