Fashion Retail Innovation: About Context, Antecedents, and Outcome in Technological Change Projects

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Author(s): Torben Tambo (Aarhus University, Denmark)
Copyright: 2015
Pages: 26
Source title: Successful Technological Integration for Competitive Advantage in Retail Settings
Source Author(s)/Editor(s): Eleonora Pantano (Middlesex University London, UK)
DOI: 10.4018/978-1-4666-8297-9.ch012

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

Fashion retail is recognised for its strong capabilities in product innovation, while also having the potential to improve the governance of technology-based process innovation. This chapter proposes a model perspective in management of technology and innovation, including special requirements of fashion retailing. In particular, this chapter discusses the context of fashion retailing understood as product and brand-based characteristics. A case study-based methodology is then used to guide an analysis of antecedents and (expected) outcome of fashion retail innovation. IT-based innovation dominates, but innovation is suggested to include a broader scope of technologies. Contrary to innovation maturity models, this chapter proposes to consider innovation as a continuous refinement between dynamic capabilities and absorptive capacity where technologies must be adapted to the special characteristics of the fashion retail industry.

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