According to Barnes and Lea-Greenwood (2006) and Berger (n.d), mass-communication has allowed consumers greater access to information and consequently the performance gap between companies can no longer be hidden. With the introduction of e-commerce, how consumers behave and what they demand has changed. Mintel (2011) reported that over 55% of all Internet users research products via the Web before making a purchase either in-store or online. With so much information at hand, consumers have become more demanding. Their willingness to wait to be satisfied has been reduced and instant product availability is expected (Fernie & Sparks, 2009). These new demands have rippled across supply-chains and impacted how fashion businesses deliver and maximise customer experience. According to Verdict (2010), the rising use of high-speed broadband worldwide is further facilitating the growth in online retail spend and its influence on the movement, storage and sale of merchandise from production through to consumption and service support. E-commerce is proving to be an increasingly significant distribution channel, poses both challenges and rewards for fashion retailers. The challenge for fashion companies has been to shift away from traditional methods of supply-chain management (SCM) towards an integrated approach that attempts to develop end-to-end supply-chains that are consumer-centric rather than product-centric, providing customized products and services (Sreenivas, 2007; Fernie, McKinnon & Sparks, 2010).
Over the last few years, many businesses in the fashion retail sector have forged success by entering into the e-commerce market and shaping their supply-chains in order to be responsive to these changes in consumer expectations and demands. Founded in
Bibliography: Anon (2010) Zara launches online boutique. Available at: http://www.fashionunited.com (Accessed: 14 November 2012) Barnes, L., & Lea-Greenwood, G Bartlett, P.A., Julien, D.M., & Baines, T.S. (2007). "Improving supply chain performance through improved visibility", International Journal of Logistics Management, Vol. 18 Iss: 2, pp. 294 – 313 * Christopher, M., & Towill, D.R. (2000)."Supply chain migration from lean and functional to agile and customised", Supply Chain Management: An International Journal, Vol. 5 Iss: 4 pp. 206 – 213 * * Doyle, S.A., Moore, C.M., & Morgan, L. (2006)."Supplier management in fast moving fashion retailing", Journal of Fashion Marketing and Management, Vol. 10 Iss: 3 pp. 272 – 281 Debenhams (2011) Debenhams Annual Report and Accounts 2011. [Online] Available at: http://www.debenhamsplc.com/phoenix.zhtml?c=196805&p=irol-reportsannual (Accessed: 19 November 2012) Fernie, J., McKinnon, A Fernie, J. & Sparks, L. (2009) Logistics & Retail Management: emerging issues and new challenges in the retail supply chain, 3rd ed. London: Kogan Page. Fernie, J., Sparks, L., & McKinnon, A. C. (2010). “Retail logistics in the UK: past, present and future.” International Journal Of Retail & Distribution Management, Vol. 38 Iss: 11, pp. 894-914. * FreshMinds, (Jun 2010), Multi-Channel Matters: A Route to Next Generation Retailing. Fresh Minds. Hines, T. (2004) Supply Chain Strategies: customer-driven and customer-focused. Oxford: Elsevier Butterworth-Heinemann. Jackson, T. & Shaw, D. (2009) Mastering Fashion Marketing. Basingstoke: Palgrave Macmillan. King, L (2011) Marks and Spencers targeting supply chain overhaul. [Online] Available at: http://www.computerworlduk.com/news/infrastructure/3319749/marks-spencer-targeting-supply-chain-overhaul (Accessed: 19 November 2012) Klumpp, M., Jasper, A Linguiri, S. (2005) Zara: Responsive, High Speed, Affordable Fashion. London: London Business School. Metapack (2010) Multi Channel Supply Chain. [Online] Available at: http://www.metapack.com/files/whitepapers/MetaPack_whitepaper-Multi-channel_supply_chain (Accessed: 14 November 2012) Mintel (2011) Online Spending Habits Mintel (2012) Fashion Online. London: Mintel International Group Limited Sreenivas, M Verdict (2010) Global Strategies in Online Fashion Retailing. Datamonitor Group Verdict (2010) UK Remote Shopping 2012- the Main Pillar of Multichannel Retailing Webb, B (2010) ASOS - a 21st Century Fashion Brand. ASOS Case Study