Journal Article

Fashion “see-now-buy-now”: implications and process adaptations

Haschka, Yvonne, Alexander, Bethan, Boardman, Rosy, Chrimes, Courtney

2020

Overview

PurposeThe purpose of this paper is to identify if and how the see-now-buy-now model impacts the traditional buying, merchandising and supply chain processes (BMSCP) of multi-brand fashion retailers (MBFR) and whether they need to be adapted in order to facilitate this development.Design/methodology/approachThis exploratory study includes three industry case studies, triangulated with external observers. A total of 11 semi-structured interviews were conducted within Germany and the UK.FindingsFindings demonstrate that in order to adopt the see-now-buy-now model there is a need for process-shortening, as well as better process and network alignment between MBFR and brands through agility, supplier–relationship management and vertical integration in order to stay competitive against time-based competition. Whilst most steps of the traditional BMSCP are still applicable under the see-now-buy-now model, they must be re-engineered and shortened, with the steps being rolling rather than linear, with buyers and merchandisers operating in a more hybrid role.Originality/valueThis paper addresses the lack of research on the see-now-buy-now model as well as on the BMSCP of MBFR and the implications that see-now-buy-now could have on those processes. A modified buying, merchandising and supply chain framework adapted to incorporate see-now-buy-now is created which will be useful for academics and practitioners.

• Publisher: Emerald Publishing Limited,Emerald Group Publishing Limited
• Subject: Business models / Chain stores / Consumers / Consumption / Fashion shows / Literature reviews / Merchandising / Production planning / Purchase intention / Purchasing / Retail stores / Seasons / Studies / Supply chain management