Nowadays such term as fast fashion is far not new, it combines enhanced design and quick response systems. In 80th and 90th in order to get more profit brands shifted to the low-cost high fashion oriented on people who not willing to spend a lot of money however in love with fashion and instead of selling them two standard collections per year making them come back to shop and buy clothes every two weeks as collection changes and rarely repeated. Zara, H&M and Benetton are three of the most major fast fashion brands, however some of their steps from the “supplier of raw materials to the end-customer” in this case these steps are designing, manufacturing, distribution and retailing not always same. “All stages in chain must include consideration of the final customer; moreover each operation in chain should be satisfying its own customer.” Benetton
First was Benetton, created by Luciano Benetton during the time, when knitted clothes were expensive in or handmade by old people in boring colours. Once when his sister made for him bright yellow sweater and it attracted attention of young generation he got an idea to create a brand focused on young population who will love bright colours. Now Benetton is famous brand known all around the world for selling casual garments, its designers focus more on materials’ quality, technologies and colours, than on variety and complicated designs and prices in Benetton more expensive than in H&M or Zara. Stores of Benetton usually very big 1500-3000sq meters, so they can display full range of products, moreover they have one small collection that remain the same throughout the season. Dual supply chain system helps to keep the supply up with demand and satisfy customer’s needs. H&M
H&M (Hennes & Mauritz) was in the beginning just Hennes what means “for her” in Swedish. This shop of clothes for women was opened by Erling Persson in 1947, later after buying new shop which name was Mauritz Widforss, after expansion...
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