FAST FASHION IN THE MOROCCAN APPAREL SUPPLY CHAIN: A CASE
STUDY
Abdelmounaim Aggour1 , Abderrahmane Moussaid1
and Ahmed Abou El Hassan2
1 PhD Student, Department of Economic Sciences,
Hassan II University, Casablanca, Morocco 2 rofessor, Department of Economic Sciences, Hassan II University, Casablanca,
Morocco
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.
KEYWORDS
Fast Fashion; ZARA; DIAMANTINE; Moroccan apparel Supply
Chain;
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