Exploring replenishment in the luxury fashion Italian firms: evidence from case studies

• Published in: International journal of retail & distribution management 2015-10, Vol.43 (10/11), p.967-987
• Main Authors: d'Avolio, Elisa, Bandinelli, Romeo, Pero, Margherita, Rinaldi, Rinaldo
• Format: Article
• Language: English
• Subjects: Case studies; Customers; Fashion; Inventory; Literature reviews; Market segments; Marketing; Marketing strategy/methods; Production planning; Purchase orders; Seasons; Suppliers; Trends
• ISSN: 0959-0552; 1758-6690
• DOI: 10.1108/IJRDM-07-2014-0098

Purpose – The purpose of this paper is to investigate how luxury Italian fashion companies manage the replenishment process, and how they leverage supply chain (SC) to be able to match supply and demand of fashion products. Design/methodology/approach – Literature review was the first step performed; then, a case study research has been conducted in order to have a comprehensive view of the real context of luxury Italian fashion companies concerning merchandise planning and replenishment processes. After the sample was individuated, a questionnaire has guided the interviews and then data have been collected. Analysing data has concerned a primary case analysis and then cross-case patterns have been searched. Finally, several variables coherent to the aim of the study have been pinpointed and a framework has been designed. Findings – The paper provides a characterization of the luxury Italian fashion industry concerning merchandise planning constraints and the replenishment processes. To guarantee the flexibility required to match supply and demand when there is a high percentage of seasonal products in the collection, companies leverage on both downstream and upstream SC alignment. Originality/value – The enhancement of performance within the fashion SC is a topic not too much examined in depth, in particular referring to the luxury fashion companies and to the Italian context. Aligning upstream and downstream activities, information sharing between vendor and retailer and securing strategic alliances with the suppliers constitute important steps to reach flexibility and reactivity and to be in step with the market needs. The paper provides valuable insights to companies that are trying to decrease their lost sales and to increase their sell-out and customer service through a review of their SC processes.