Fast Fashion Lessons

8 Pages Posted: 1 May 2008

See all articles by Donald N. Sull

Donald N. Sull

MIT Sloan School of Management

Stefano Turconi

London Business School - Department of Strategic & International Management

Abstract

Stefano Turconi and Donald Sulland examine how Zara, a leader in the industry, has pioneered an approach to navigate the volatility of fast fashion, offering lessons for any company facing rapidly changing markets. You think your industry is tough? Imagine customer preferences that can shift literally overnight, product lifecycles measured in weeks, and the value of your product plummeting if you miss the latest trend. Welcome to the world of fast fashion.and examine how Zara, a leader in the industry, has pioneered an approach to navigate the volatility of fast fashion, offering lessons for any company facing rapidly changing markets.

Suggested Citation

Sull, Donald N. and Turconi, Stefano, Fast Fashion Lessons. Business Strategy Review, Vol. 19, Issue 2, pp. 4-11, Summer 2008, Available at SSRN: https://ssrn.com/abstract=1127444 or http://dx.doi.org/10.1111/j.1467-8616.2008.00527.x

Donald N. Sull (Contact Author)

MIT Sloan School of Management ( email )

100 Main Street
Cambridge, MA 02142
United States

HOME PAGE: http://mitsloan.mit.edu/faculty-and-research/faculty-directory/detail/?id=58805

Stefano Turconi

London Business School - Department of Strategic & International Management ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom

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