2019 journal article
Beyond Brick and Mortar: The Experiences of U.S. Female Mobile Fashion Truck Entrepreneurs
FAMILY & CONSUMER SCIENCES RESEARCH JOURNAL, 47(4), 307–323.
author keywords: entrepreneurs; females; mobile fashion trucks; qualitative; retail; Storey
UN Sustainable Development Goal Categories
1. No Poverty
(Web of Science)
5. Gender Equality
(Web of Science)
9. Industry, Innovation and Infrastructure
(Web of Science)
Source: Web Of Science
Added: July 1, 2019
The purpose of this study was to gain an understanding of the mobile fashion truck phenomenon from a female entrepreneur's perspective. This study provides insight into the unique strategies of this business format, while highlighting the motivations and challenges. Data collection took place through in‐depth interviews with eight female fashion truck entrepreneurs. Five key themes were developed from the data. The themes revealed that female fashion truck entrepreneurs viewed their mobile businesses as a means to deliver unique products and experiences, as well as being a flexible business model. A conceptual model is proposed to further illustrate the key motivations and challenges of the entrepreneurs.