TY - JOUR AB - Fashion markets are synonymous with rapid change and, as a result, commercial success or failure is largely determined by the organisation's flexibility and responsiveness. Responsiveness is characterised by short time‐to‐market, the ability to scale up (or down) quickly and the rapid incorporation of consumer preferences into the design process. In this paper it is argued that conventional organisational structures and forecast‐driven supply chains are not adequate to meet the challenges of volatile and turbulent demand which typify fashion markets. Instead, the requirement is for the creation of an agile organisation embedded within an agile supply chain. VL - 32 IS - 8 SN - 0959-0552 DO - 10.1108/09590550410546188 UR - https://doi.org/10.1108/09590550410546188 AU - Christopher Martin AU - Lowson Robert AU - Peck Helen PY - 2004 Y1 - 2004/01/01 TI - Creating agile supply chains in the fashion industry T2 - International Journal of Retail & Distribution Management PB - Emerald Group Publishing Limited SP - 367 EP - 376 Y2 - 2024/03/28 ER -