Research on Innovation supply chain Management in Fast Fashion Industry——A comparative analysis of ZARA and H&M

Abstract

ZARA has succeeded in overtaking GAP as the global leader in apparel retailing through innovative supply chain management. However, in recent years, with the trend of the retail market is beginning to slump and rising consumer demand, ZARA lack of further innovation in supply chain management,It is gradually overtaken by the fast fashion enterprises which are taking H&M as the representative and continuously carrying out innovative supply chain management. The purpose of this paper is to compare and analyze the innovation supply chain management of ZARA and H&M, find out the deficiency of ZARA innovation supply chain management, and then explore some problems behind these deficiencies, and finally give a series of suggestions to solve these problems are given.