An investigation of micro-business management practices and their links to competitiveness in emerging fashion businesses
Hammond, Lynne J. (2006) An investigation of micro-business management practices and their links to competitiveness in emerging fashion businesses. PhD thesis, University College for the Creative Arts / University of Kent at Canterbury.
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Britain produces some of the best designers in the world, and UK fashion education systems provide a continuous flow of exceptional talent into the industry. However, the numbers of British designer brands being created are low in comparison to the high number of graduates being educated. Often fashion start-ups are not able to sustain a presence in the market place after their initial entry, and are not able to realise and recognise their growth potential. Various research studies have been conducted into this sector, and suggest 'The UK is renowned for producing excellent designers. Indeed, at present our designers are riding the crest of a wave and are recognised around the world as global leaders in terms of creativity. There is no doubt that the UK has and can continue to produce creative talent but channelling that creative talent into viable business requires a different and specific set of skills in areas like marketing, distribution and long term financial planning' (Bruce in Coates, 1997, introduction).
It has been recognised that there is considerable public finance and government support for the Designer Fashion sector, (Malcolm Newbury 2003) but is the support adequate, and are specialist support systems improving the fragile problems in the early stages of establishing a company. The designer fashion sector matters as it is meeting the needs of increasing consumer affluence and global consumption of fashion products and services. Increasing pressure of global market competition has compelled organisations to be more responsive to the needs of the consumer where creativity is seen as a competitive advantage.
The next generation of fashion designers must be equipped to manage professionally new situations, continuous change and highly competitive environments. The findings will provide both educationalist and national/ regional support services with evidence on how to focus their support resources to improve the SMEs' commercial potential as well as provide fashion designers with better understanding of the management capabilities needed to start a fashion company. In addition, the research will provide fashion educators with insights into fashion company practices and consider the need for new curriculum contents that should be included in fashion design courses.
A thesis written in partial fulfilment of the requirements for the Degree of Doctor of Philosophy.
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