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Fashion “see-now-buy-now”: implications and process adaptations

Rosy Boardman (The University of Manchester, Manchester, UK)
Yvonne Haschka (London College of Fashion, University of the Arts, London, UK)
Courtney Chrimes (The University of Manchester, Manchester, UK)
Bethan Alexander (London College of Fashion, University of the Arts, London, UK)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 24 April 2020

Issue publication date: 20 August 2020

1551

Abstract

Purpose

The purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.

Design/methodology/approach

This exploratory study includes three industry case studies, triangulated with external observers. A total of 11 semi-structured interviews were conducted within Germany and the UK.

Findings

Findings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than linear, with buyers and merchandisers operating in a more hybrid role.

Originality/value

This paper addresses the lack of research on the see-now-buy-now model as well as on the BMSCP of MBFR and the implications that see-now-buy-now could have on those processes. A modified buying, merchandising and supply chain framework adapted to incorporate see-now-buy-now is created which will be useful for academics and practitioners.

Keywords

Citation

Boardman, R., Haschka, Y., Chrimes, C. and Alexander, B. (2020), "Fashion “see-now-buy-now”: implications and process adaptations", Journal of Fashion Marketing and Management, Vol. 24 No. 3, pp. 495-515. https://doi.org/10.1108/JFMM-08-2019-0180

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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