How can Indian small-scale fashion retailers survive COVID-19 disruption?-A Brand Portfolio Optimization Perspective
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2021.102633
Abstract: Abstract Fast fashion trends have led to an enormous local brand proliferation in India. Brand proliferation has further led to an overchoice effect among the Indian consumers due to which, they are now increasingly less… read more here.
Keywords: fashion retailers; brand portfolio; covid disruption; portfolio ... See more keywords