An exploratory packaging study of the composite fashion footwear buying framework

The paper develops a composite framework for buying packaging for fashion footwear products that includes logistics, marketing and the Fashion Store Concept. A qualitative survey among eight retail chains in France explores the buying of packaging decision-making process for fashion footwear. Buying of packaging has been recognised as having specific importance for the visual merchandising activity of the retailer as well as the logistics and marketing activities. Clarity of ownership and control is critical to maximising the full potential from the business opportunity that packaging provides as it significantly impacts an integrated approach to buying within a fashion retailer.

► A composite buying framework for logistics, marketing and the Fashion Store Concept.
► Buying packaging for fashion footwear impacts on visual merchandising.
► A qualitative survey involved eight important retail chains in France.
► Clarity of ownership and control underpins the integrated approach.