Journals Information
Universal Journal of Management Vol. 13(1), pp. 12 - 21
DOI: 10.13189/ujm.2025.130102
Reprint (PDF) (175Kb)
Success through Strategic Supply Chain Practices in Fast Fashion: Lessons Learnt from Inditex-Zara & Shein
Vasiliki Pavlidou 1,*, Maria Tsami 1,2
1 Business School, Mediterranean College Campus, University of Derby, 21 Ionos Dragoumi, 54625, Thessaloniki, Greece
2 Department of Economics, School of Economic and Regional Studies, University of Macedonia, 156 Egnatia Street, GR-54636, Thessaloniki, Greece
ABSTRACT
The present paper examines the strategic supply chain practices in the fast fashion industry that support Supply Chain (SC) growth, sustainability, and resilience. Based on an extended bibliographic review and considering some of the top brands in retail fashion, several core SC strategies are being assessed, considering their added value. The study introduces a novel comparative assessment of the core strategies of six leading fast fashion brands: Zara, H&M, Benetton, Mango, Shein, and Uniqlo. By examining fifteen core strategic SC aspects, the research provides a detailed understanding of how these companies navigate the challenges of global sourcing, time and quality-based competition, and environmental uncertainty. Inditex-Zara and Shein have been selected to be further analyzed, considering their strategy, success factors, and room for improvement. The study found that the effective SCM strategies employed by Inditex-Zara and Shein significantly contribute to their market success. It also emphasizes the significance of aligning SC strategies with specific product and market conditions, highlighting the importance of sustainability initiatives in achieving long-term economic, environmental, and social targets. Having reviewed several business reports, SC strategies, and evidence data papers from the academic and research community, this paper comprehensively analyzes the topic, underlining current successful practices while proposing strategic future directions towards achieving resilience and sustainability in the retail fashion supply chains. Despite its comprehensive approach, the study has some limitations. Firstly, the reliance on secondary data sources but also the focus on only six fast fashion brands may not capture the full diversity of SC practices in the industry. Future research could benefit from incorporating primary data collection methods, to gain deeper insights into SC strategies. Moreover, expanding the scope to include more brands and different market segments could provide a more holistic view of SCM practices in the fast fashion industry.
KEYWORDS
Supply Chain Strategies, Fast Fashion, SWOT Analysis, Inditex-Zara, Shein
Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Vasiliki Pavlidou , Maria Tsami , "Success through Strategic Supply Chain Practices in Fast Fashion: Lessons Learnt from Inditex-Zara & Shein," Universal Journal of Management, Vol. 13, No. 1, pp. 12 - 21, 2025. DOI: 10.13189/ujm.2025.130102.
(b). APA Format:
Vasiliki Pavlidou , Maria Tsami (2025). Success through Strategic Supply Chain Practices in Fast Fashion: Lessons Learnt from Inditex-Zara & Shein. Universal Journal of Management, 13(1), 12 - 21. DOI: 10.13189/ujm.2025.130102.