DLMBAEOIM01 Fast Fashion Case Study

1.2 Task 2: Fast Fashion

Fast Fashion describes a business model of the textile trade in which the collection is constantly changing and the time from the latest designs of the fashion creators to mass production in the stores is greatly reduced. The constant change in the assortment and a shortened shelf life of the materials used should encourage customers to visit the sales areas frequently. Sales can be further increased by evaluating sales data and reacting quickly to it. Major Players in the fast fashion industry are H&M, Zara and Benetton. To deliver an efficient strategy each company chooses different mechanisms to meet the value for the customer.

Task:

Compare and contrast the approaches taken by H&M, Benetton and Zara to managing their supply chains.

Highlight the differences in the approaches focusing on the processes of design, manufacturing, sourcing, and distribution. Discuss limitations of the different approaches in terms of internationalization and market expansion. How could digitalization contribute to optimize their supply chain operations?

Literature:

Hansen, S. (2012). How Zara Grew Into the World’s Largest Fashion Retailer. In The New York Times Magazine, retrieved from: http://www.nytimes.com/2012/11/11/magazine/how-zara-grew-into-the-worlds-largest-fashion retailer.html

2. ADDITIONAL INFORMATION FOR THE EVALUATION OF THE CASE STUDY

When conceptualizing and writing the case study, the evaluation criteria and explanations given in the writing guidelines should be considered.

Identification: general problem description

Concepts: Correct application of methods and technical terms

Analysis: reasonable use of comparison factors and given data, correct execution of applied methods

Conclusion: comprehensible interpretation of the results and further conclusions

Formalities: Adherence to the guidelines of chapter 4.3

Accuracy: Correctness of spelling and punctuation

Language: Quality of the linguistic expression and adequacy of language style for scientific work

3. TUTORIAL SUPPORT

Students have the option to make use of any one of several opportunities to get support for their case study analysis with the course tutor. Taking advantage of these opportunities is the responsibility of the student and the use of these services is voluntary. It is possible to contact the tutor regarding formal and general questions about working on the case study. Please note: a review of outlines and aspects of the presentation is not intended here, since the student’s ability to work independently is part of the evaluation and counts as a part of the overall assessment. There are however general tips for developing the case study to help you getting started.

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