Adapting Zara’s ‘Pronto Moda’ to a value brand retailer

Abstract

The clothing sector is currently characterised by frequent assortment rotation in stores, a quick response product development and a focus on minimising end-of-campaign stock levels. This paper is based on a case study carried out at a value brand retailer, with a purpose to show how the company increased competitiveness in a market requiring more responsiveness. The case presented shows that the establishment of an adequate supply strategy for differentiated product segments, the introduction of mini-collections, the redesign of business processes (especially the new product development and the order fulfilment processes) and the redesign of the supply chain, lead to a sales increase and purchasing savings. Moreover, the study treats how a value brand retailer, facing different supply chain challenges compared with the leading brands, balance global and local production, lean and agile manufacturing and how it is possible to abandon the traditional two-campaign paradigm in favour of more rapid replenishment.

Keywords:

• clothing industry
• operations strategy
• product segmentation
• supply chain management
• supply strategy
• quick response