Abstract
With continuous innovation and evolution in the clothing industry, fast fashion brands have gained significant popularity due to their ability to quickly respond to changing fashion trends, offer affordable and stylish clothing, and cater to the preferences of fashion-conscious consumers worldwide. This research analyzes the supply chain of the renowned fast fashion brand Zara, known for its unique supply chain management model. It is one of the most valuable apparel brands globally. The study explores the impact of supply chain management and digitalization on the entire fast fashion supply chain, encompassing upstream suppliers and manufacturers, middle-channel retailers and distributors, and consumers. Through a comprehensive examination of Zara’s success story, this study serves as an inspiring example for domestic apparel enterprises, showcasing the potential benefits that can arise from adopting a unique supply chain model, and offers valuable insights for Chinese apparel companies seeking to enhance their supply chain management and adapt to the digital era.
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