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The Long Tail of Fashion
University of Borås, Swedish School of Textiles.
2008 (English)Conference paper, Published paper (Other academic)
Abstract [en]

With Internet as an increasingly important factor in world economy new methods of doing business has evolved. The long tail economy first became evident in the music and book industry. Record labels are no longer making huge profits on selling records due to free downloads in peer-to-peer networks but also due to the development of on-line music stores like iTunes and similar solutions where the consumer can choose freely between a wider selection of products. Not only is the long tail economy visible in music and film industry but also in the fashion market where there is an increasing number of small online stores and fashion blogs driving the demand down the long tail of products. And not only are consumers buying their way down the tail, revenues are also moving down the tail as blogers are earning by advertising in affiliated networks. Drivers in the new economy are the Internet, the democratization of production- and distribution tools and the connection of demand and supply. Which has made it possible for everybody with a computer and an Internet connection to produce and distribute music, films and to some extent consumer goods. The market is no longer as hit driven as in the past but increasingly driven by the niches and the future of business is selling less of more. In the long tail economy the 80/20 rule is no longer that evident - we are moving down the long tail of products and services

Place, publisher, year, edition, pages
2008.
Keyword [en]
long tail, economy, Other industrial engineering and economics
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:hb:diva-6040Local ID: 2320/4349OAI: oai:DiVA.org:hb-6040DiVA: diva2:886724
Conference
Presenterad: AUTEX 2008, Biella, Italien
Available from: 2015-12-22 Created: 2015-12-22 Last updated: 2017-05-02

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