Fast Fashion Achieving Global Quick

Fast Fashion: Achieving Global Quick Response (GQR) in the Internationally Dispersed Clothing Industry
Bart L. MacCarthy and P.G.S.A. Jayarathne

Abstract The clothing industry is one of the most mobile industries in the world. Global supply poses significant challenges in ensuring the right volume and mix of products within retail stores. Here we define a new concept – Global quick response (GQR) – which strives to combine the cost and scale efficiencies arising from sourcing globally with quick and accurate response to market requirements. GQR is based on lead time compression, effective information management, dynamic planning, and strong logistics. We examine GQR in the context of the new garment development process, the initial volume order process, and the repeat order process, and discuss its requirements with respect to market intelligence, rapid new product introduction, network structure, network planning, and network capability. The importance of staged planning postponement is noted, where commitments to precise mix requirements are delayed as late as possible in the supply process. Different operational approaches for achieving GQR are possible, from fully integrated, centrally controlled systems to response based on contractual relationships. Two contrasting examples from practice – Zara and Primark – are noted. GQR offers significant opportunities for further research both in the clothing sector and more widely. Keywords Clothing industry Fast fashion Global quick response Order fulfilment Postponement Quick response Supply chain management

1 Introduction
The textile and clothing sectors are fundamental to the world economy. International trade in the combined sector has increased 60-fold during the past 40 years, a period characterized by major increases in the globalization of business, deregulation, and
B.L. MacCarthy (B) Nottingham University Business School, The University of Nottingham, Nottingham NG8 1BB, UK e-mail:

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