Navigating servitisation in the GCC fashion sector: a comprehensive assessment of status and barriers

Abstract This study aims to evaluate the current level of servitisation in the Gulf Cooperation Council (GCC) markets in the fashion sector and identify various internal and external obstacles that may hinder fashion organisations in the GCC region from fully adopting the servitisation strategy. An exploratory methodology was employed, using a qualitative approach with semi-structured interviews on a purposive sample. The study reveals that the implementation of the servitisation strategy in GCC is in its initial stages. While evidence of the dimensions underlying such a strategy was found, they were not employed and linked as suggested in the literature to generate the required results. Additionally, non-transparent and limited relationships with partners and unskilled employees were identified as the main barriers preventing fashion agents from fully embracing servitisation in the GCC fashion sector. This study uniquely explores servitisation in the GCC fashion sector, filling a significant gap in existing research that has largely overlooked this region and industry. Unlike previous works that broadly address servitisation in manufacturing, this paper delves into the specific challenges and adoption levels within the GCC’s culturally and economically distinct context. By offering nuanced insights from senior managers in leading fashion organisations, it provides valuable empirical evidence and practical implications for both academia and industry, marking a notable contribution to the literature on servitisation strategies in emerging markets.