Value Creation Process in the Fast Fashion Industry: Towards a Networking Approach
Gummesson, E., Mele, C., Polese, F. (eds.), The 2013 Naples Forum on Service. Service Dominant Logic, Networks & Systems Theory and Service Science: Integrating Three Perspectives for a New Service Agenda, p. 91, 2013
21 Pages Posted: 19 Oct 2013
Date Written: 2013
Purpose – Quick response, short product life cycles, customer-centric businesses, agile supply chains and reduction of lead times are considered to be the core business strategies in the sector of fast fashion. The work is an attempt to identify the most revealing management and organizational tools that support the final value creation and service delivery processes in the international industry of fast fashion.
Design/Methodology/approach – In order to fulfill such a purpose, the paper detects the sector through the recent developments from Service-Dominant (S-D) Logic and Network Theory scientific proposals.
Findings – Value is a co-created performance, requiring several actors participation. In the fast fashion, such actors are represented by textile businesses, providers, retailers, stores, customers. They all interact within a supply chain becoming a value chain in which stakeholders interact with each other contributing to the final value generation. At the light of this research, it seems to be restrictive to identify in the lead time reduction the success factor of the fast fashion businesses, but it should be pursued in politics of integration, interaction, co-creation and sharing throughout the chain.
Fast fashion is an example of totally integrated global chain working and performing as a whole business in which every single component co-creates the final mutual benefit.
Practical implications – Textile organizations taking part in the network represented by fast fashion are called to re-organize their activities in function of a highly developed integration level and so to move towards a networking approach, fostering the mutual exchange of resources in order to co-create a common value.
Originality/value – The paper adds value to the study of the fast fashion industry, valorizing the importance of the co-creating perspective within the supply chain management.
Keywords: Fast fashion, Service-Dominant (S-D) logic, Network Theory, value co-creation
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