Learning from the Fashion Industry: a Structured Literature Review
CRANFIELD UNIVERSITY
ELEFTHERIA DIMITRAKOU
LEARNING FROM THE FASHION INDUSTRY: A STRUCTURED LITERATURE REVIEW
CRANFIELD CENTRE FOR LOGISTICS & SUPPLY CHAIN MANAGEMENT
MSc THESIS
CRANFIELD UNIVERSITY CRANFIELD SCHOOL OF MANAGEMENT CRANFIELD CENTRE FOR LOGISTICS & SUPPLY CHAIN MANAGEMENT MSc THESIS
Academic Year 2006-2007
ELEFTHERIA DIMITRAKOU
Learning from the Fashion Industry: A Structured Literature Review
Supervisor:
Dr. Chris Morgan
August 2007
This thesis is submitted in partial fulfilment of the requirements for the degree of Master of Science © Cranfield University 2006. All rights reserved. No part of this publication may be reproduced without the written permission of the copyright owner.
ABSTRACT
This research study is a Structured Literature Review focused on identifying the learning points which can derive from the fashion industry regarding supply chain management solutions. Manufacturing, distribution and marketing issues that enable a more robust analysis of the sector are investigated. A review of business models used by companies in the fashion industry is conducted to gain insights into the way that fashion firms manage demand. An extensive review of the literature reveals that the fashion industry is marketorientated and characterised by short life cycle products and low demand predictability. Lead time reduction enables the development of flexible manufacturing and logistics systems. Short lead times enable reduction of forecast errors and improvement of supply chain responsiveness towards volatile market conditions. The main supply chain solutions in the fashion industry are based on quick response, fast fashion, agile, lean and leagile concepts. Use of information technology, automated manufacturing systems, production and distribution planning based on real-time demand and transparency of information across the whole supply chain are some of the primary characteristics of the fashion supply chains. In
ELEFTHERIA DIMITRAKOU
LEARNING FROM THE FASHION INDUSTRY: A STRUCTURED LITERATURE REVIEW
CRANFIELD CENTRE FOR LOGISTICS & SUPPLY CHAIN MANAGEMENT
MSc THESIS
CRANFIELD UNIVERSITY CRANFIELD SCHOOL OF MANAGEMENT CRANFIELD CENTRE FOR LOGISTICS & SUPPLY CHAIN MANAGEMENT MSc THESIS
Academic Year 2006-2007
ELEFTHERIA DIMITRAKOU
Learning from the Fashion Industry: A Structured Literature Review
Supervisor:
Dr. Chris Morgan
August 2007
This thesis is submitted in partial fulfilment of the requirements for the degree of Master of Science © Cranfield University 2006. All rights reserved. No part of this publication may be reproduced without the written permission of the copyright owner.
ABSTRACT
This research study is a Structured Literature Review focused on identifying the learning points which can derive from the fashion industry regarding supply chain management solutions. Manufacturing, distribution and marketing issues that enable a more robust analysis of the sector are investigated. A review of business models used by companies in the fashion industry is conducted to gain insights into the way that fashion firms manage demand. An extensive review of the literature reveals that the fashion industry is marketorientated and characterised by short life cycle products and low demand predictability. Lead time reduction enables the development of flexible manufacturing and logistics systems. Short lead times enable reduction of forecast errors and improvement of supply chain responsiveness towards volatile market conditions. The main supply chain solutions in the fashion industry are based on quick response, fast fashion, agile, lean and leagile concepts. Use of information technology, automated manufacturing systems, production and distribution planning based on real-time demand and transparency of information across the whole supply chain are some of the primary characteristics of the fashion supply chains. In
References: G Figure 2.3: Snowball search strategy Source: Maylor and Blackmon, (2005)