Fast Fashion in the Moroccan Apparel Supply Chain: A Case Study

Abstract

The apparel supply chain is a dynamic industry made distinctive by demand uncertainty and the handling of very many Stock Keeping Units (SKUs) during one season, which make it impossible to forecast demand accurately. Hence, apparel brands have to continuously maintain reactivity to the changing trends in consumer fashion tastes through quickly creating new designs that are suitable for all customers with affordable prices. In this context, fashion retailers adopting a new approach called fast fashion raised. In this paper, we will examine at first, from a literature review, the emergence of fast fashion model especially the ZARA Case. Then by conducting semi-structured interviews, we will analyze DIAMANTINE (a Moroccan fashion retailer brand) fast fashion model and identify the way of its success from a supply chain management perspective.