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The changing nature of Japanese fashion Can quick response improve supply chain efficiency?

The changing nature of Japanese fashion Can quick response improve supply chain efficiency? The offshore migration of fashion manufacturing from established markets to offshore countries, and the increasingly complex nature of fashion consumption has played a crucial role in transforming the way fashion is perceived in the contemporary world. Globalisation of the fashion industry has allowed consumers to gain easier access to the in‐vogue style at an increasingly inexpensive price. This paper explores the future direction of fashion in the industrialised economies through the experience of the Japanese fashion industry from a small manufacturers’ perspective. Empirical findings from a questionnaire survey reveal the fundamental gaps that exist between the theory and the practice, in light of the original premise that quick response (QR) could be the vehicle for a survival strategy of domestic apparel manufacturing in the industrial economies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The changing nature of Japanese fashion Can quick response improve supply chain efficiency?

John Fernie; Nobukazu Azuma
European Journal of Marketing , Volume 38 (7): 19 – Jul 1, 2004
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References (51)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410539258
Publisher site
See Article on Publisher Site

Abstract

The offshore migration of fashion manufacturing from established markets to offshore countries, and the increasingly complex nature of fashion consumption has played a crucial role in transforming the way fashion is perceived in the contemporary world. Globalisation of the fashion industry has allowed consumers to gain easier access to the in‐vogue style at an increasingly inexpensive price. This paper explores the future direction of fashion in the industrialised economies through the experience of the Japanese fashion industry from a small manufacturers’ perspective. Empirical findings from a questionnaire survey reveal the fundamental gaps that exist between the theory and the practice, in light of the original premise that quick response (QR) could be the vehicle for a survival strategy of domestic apparel manufacturing in the industrial economies.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jul 1, 2004

Keywords: Fashion industry; Quick response retailing; Supply chain management; Industrial countries; Japan

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