Abstract
PurposeThis study aims to analyse the resilience of customer demand management post-coronavirus disease 2019, using fast fashion as an example. The paper provides insights for potential applications to micro-, small and medium enterprises (MSMEs).Design/methodology/approachBased on the qualitative analysis and an integrated Plan-Do-Check-Act (PDCA)-decision making trial and evaluation laboratory (DEMATEL)-fuzzy technique for order of preference by similarity to the ideal solution (TOPSIS) methodology of fuzzy multi-criteria decision-making, we explored and prioritised the enablers of resilience management for fast-fashion MSMEs.FindingsThe results reveal that the highest priority enabler is maintaining customer loyalty. Other enablers are associated with e-commerce endorsement, a customer-focussed assortment of items and flexible store operations.Research limitations/implicationsThe study findings will enable fast-fashion MSMEs to develop effective actions and priorities in operations efforts to promote post-pandemic recovery.Originality/valueDespite the importance of the resilience project and the changing fast-fashion customer patterns, only a handful of studies have explored how resilience can be managed in this field. Thus, the findings can contribute to closing this gap in the context of operations resilience research as well as MSME operations.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
