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Buyer behaviour for fast fashion

Margaret Bruce (Manchester Business School, Manchester, UK)
Lucy Daly (Manchester Business School, Manchester, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 1 July 2006




This paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. The phenomenon of fast fashion raises questions about traditional approaches to sourcing and buying, which are addressed here.


Case studies were compiled with companies managing fast fashion, alongside other purchase and retail activities, namely a supermarket, department store and specialist fashion chain.


Reveals the buying practices for fast fashion, namely, a combination of global and local suppliers, a leagile approach is typical; trust is an important factor in the supplier‐retailer relationship to ensure fast delivery at an agreed quality; and integration of key internal activities and processes to facilitate the speed of buying decisions that may be required.


Gives insight into the factors affecting buying behaviour for fast fashion.



Bruce, M. and Daly, L. (2006), "Buyer behaviour for fast fashion", Journal of Fashion Marketing and Management, Vol. 10 No. 3, pp. 329-344.



Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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