From Design to Distribution, Supply Chain Strategies in the Fast Fashion Industry: Insights from H&M, Benetton, and Zara

Abstract

The evolution of the fashion industry, significantly influenced by the second and third industrial revolutions, has paved the way for mass production and technological advancements that underpin the fast fashion business model. Prominent brands such as H&M, Zara, and Benetton have embraced this model, characterized by rapid production cycles and affordable pricing to meet dynamic consumer demands. This comparative case study delves into the supply chain management strategies of these leading fast fashion brands, focusing on their approaches to design, manufacturing, sourcing, and distribution. The research identifies both unique and shared mechanisms that enable these brands to maintain competitive advantages in a highly dynamic market. Furthermore, the study examines the integration of digital technologies-including Artificial Intelligence (AI), Machine Learning (ML), and Radio Frequency Identification (RFID)-highlighting their roles in optimizing supply chain operations and enhancing sustainability efforts. It also addresses the challenges these brands encounter during international expansion and market adaptation, such as regulatory hurdles, cultural disparities, and sustainability concerns. Additionally, the investigation explores how sustainability practices are incorporated within their supply chain models to address environmental and ethical issues. Findings reveal that while each brand employs tailored strategies aligned with their operational models, common themes of agility, technological innovation, and sustainability are pivotal to their success. The paper concludes by emphasizing the importance of advanced supply chain management in the fast fashion sector and suggests avenues for future research in developing sustainable and resilient supply chain frameworks.

Keywords: Fast Fashion, Supply Chain Management, H&M, Zara, Benetton, Digitalization, Sustainability, Internationalization