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What fast fashion can learn from the ultra-fast fashion business model? – An exploratory research
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This Work Project focuses on a new concept in fashion called ultra-fast fashion. Ultra-fast fashion has a direct-to-consumer business model with a focus on producing clothes on an on-demand basis based on data collected through a vertically-integrated e-commerce. In addition, this segment’s supply chain mainly avoids any excess inventory, focuses on local manufacturing, with shorter lead times of a few days to a week with a combination of agile, lean, and responsive supply chain strategies. Being an under-researched business model, there is an opportunity to explore how this new concept develops, and, therefore, infer useful insights for the study of the fast fashion business model. This study took a qualitative approach, using in-depth interviews with industry experts and materials and data available at the moment. After analyzing both secondary and primary data, we concluded that ultra-fast fashion can be seen as an important segment in fashion and as a strategy for fast-fashion companies to adopt due to its faster approach to attending to consumer demands in an innovative way.
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Ultrafast fashion Fashion marketing Fast fashion Supply chain management Fashion industry