This study aimed to identify the factors that comprise the drivers of, and barriers to, the implementation of fast fashion clothing in the retail industry in South Africa via a case study of one of South Africa’s major fast fashion retailers. Using a quantitative, questionnaire-based, e-mailed survey to collect data from a self-selected convenience sample of 78 managers and employees, the study findings confirmed the importance of both information (store feedback and stock planning) and supplier relationships (capability and flexibility) as drivers of fast fashion. Overall, ‘capability’ was perceived overall as the most important factor, enabling adjustments to range, order size and market closer to the selling season. Barriers were confirmed as issues related to product (quality, authenticity, perishability) and social responsibility (environmental and exploitation/ethics) in the opinion of this retailer. Although both were perceived as important, environmental issues dominated, with...
Author - Nokwanda BIYASE
Durban University of Technology, South Africa
The purpose of this study was to identify the factors that comprise the quick response and supply chain activities in the fast fashion clothing industry in a developing country, namely South Africa, and then to investigate the relative importance of these factors via a case study of one of the main fast fashion retailers in South Africa. The research used a case study method with a quantitative, questionnaire-based survey to collect data from a sample of 100 employees, self-selected via a convenience sample, from departments that were purposively selected. Data was collected via an e-mailed survey, resulting in a 45% response rate. The study findings confirmed the importance of both quick response and supply chain efficiency to a successful fast fashion implementation in a developing country like South Africa, in terms of picking up trends quicker, faster lead times and less mistakes, all leading to greater competitiveness. An additional benefit identified was the revival of local...
