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Beyond Brick and Mortar: The Experiences of U.S. Female Mobile Fashion Truck Entrepreneurs
Author(s) -
Matthews Delisia,
Blanchflower Tiffany,
Childs Michelle
Publication year - 2019
Publication title -
family and consumer sciences research journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.372
H-Index - 31
eISSN - 1552-3934
pISSN - 1077-727X
DOI - 10.1111/fcsr.12304
Subject(s) - truck , brick and mortar , conceptual model , perspective (graphical) , key (lock) , business , marketing , conceptual framework , sociology , engineering , computer science , world wide web , social science , the internet , computer security , database , artificial intelligence , aerospace engineering
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.