Purpose – The purpose of this paper is to provide a new perspective by conceptualising country of origin (COO) from a management perspective, identifying the impact different COO constructs have in the context of fashion retailer and manufacturer businesses. Design/methodology/approach –...

Purpose – The paper aims to establish how fast fashion is translated and communicated in the retail store environment. Design/methodology/approach – An interpretive paradigm and inductive methodology made use of participant observation and key informant interviews. Findings – Whilst...