2009 EABR & TLC Conferences Proceedings
Prague, Czech Republic
Fast Fashion in a Flat World: Global Sourcing Strategies
Barbara Mihm, University of Wisconsin-Stevens Point
Abstract The research details the changes in the apparel industry based on both design and production, focusing on the concept of fast fashion, which is apparel with a low cost, chic look now dominating the retail world. Fast fashion is mass-produced, reasonable in price for most, and easy to obtain from a variety of retailers. Traditional cycles prior to the advent of fast fashion took about six months from design to availability in the store; fast fashion today means a cycle of four weeks or less. Technological influences are driving the fast fashion movement and these are detailed in the research. Retailers are using a number of approaches to source fast fashion apparel. The study contrasts two very different methods of achieving fast fashion by comparing the sourcing process Zara, a specialty store retail leader uses, with the sourcing process Kohl’s, a successful general merchandiser selling an exclusive line of Vera Wang apparel uses. By applying these very different methods in a theoretical model, the research offers a better understanding of the decisions firms face in sourcing and issues along the supply chain. The concept of network orchestration within the supply chain in the age of globalization is explored. Lastly, the conclusion sections offers evidence of the degree of success of the two methods by comparing financial performance of the firms.
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