Fast fashion requires fast marketing: The role of category management in fast fashion positioning

The purpose of this article is to review the potential contributions of category management (CM) to the UK fashion sector and subsequently to establish evaluation criteria for the application of CM in the UK fashion sector.

Qualitative research was employed through an exploratory case study method.

Category management is limited in its application in the fashion industry. The study found that fashion companies adopted collaborative structures in order to implement a CM approach and a CM approach contributes to the development of a fast fashion business orientation.

Exploratory case study method does not allow for the results to be generalised.

The paper proposes a model of the evaluation of the application of category management in the fashion sector.