Hızlı Moda Markalarında Çevik ve Esnek Tedarik Zinciri Yönetimi
Agile and Flexible Supply Chain Management in Fast Fashion Brands

Summary/Abstract: In today’s highly competitive business world, companies have started to pay particular attention to supply chain management for achieving sustainability. When individual businesses within a supply chain act like one unified company, costs decrease, uncertainities are removed and companies increase their competitive advantage. Recently, the fashion and ready to wear industry have moved towards a fast fashion structure by adding new collections in the middle of the season in order to offer more alternatives to the customers. As a consequence, customers are offered lower prices whereas quantity of sales, profits and brand awareness increase. This study offers a novel research model on the relationship between the agility and flexibility dimensions of supply chain management and fast fashion firm performance, and all the hypotheses are tested through multiple regression analysis.

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