The purpose of this paper is to investigate the market structure and the key drivers of the competitiveness of an agile and collaborative fast fashion supply chain using South Korea’s Dongdaemun fashion market – one of the world’s largest and most competitive fashion hubs – as an example.
A qualitative approach is employed with a two-stage study. The first stage is a preliminary study based on a desk research and several field visits, while the second is an in-depth interview study with seven informants collectively representative of the members of all echelons along a fashion supply chain.
The findings demonstrate that the Dongdaemun fashion market has a complex market structure and a unique business pattern. Supply chain agility and collaboration are two important components of its success, which are supported by five factors: self-sufficient structure, multiple-integrated network, strong entrepreneurship, close and long-lasting buyer-seller relationships, and quick-response product delivery and inventory replenishment.
This study extends our knowledge of supply chain management in the fast fashion industry and provides insights to assist in the development of supply chain strategies in other fashion markets and/or other industries. The extended conceptual framework as well as the proposed questions may serve as points of reference for future studies in the subject area.
The authors are grateful for the insightful and constructive comments of the two reviewers of the first version of this paper.
Moon, K.-L.K., Lee, J.-y. and Lai, S.-y.C. (2017), "Key drivers of an agile, collaborative fast fashion supply chain: Dongdaemun fashion market", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 278-297. https://doi.org/10.1108/JFMM-07-2016-0060
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