How can Indian small-scale fashion retailers survive COVID-19 disruption?-A Brand Portfolio Optimization Perspective

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 satisfied with their apparel purchases. These factors have created immense stress on the small fashion retailers (SFR) which are currently responsible for about 80% of retailing in India. In the pre-COVID times, SFR's followed the...