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

Boardman, R and Haschka, Y and Chrimes, C and Alexander, B (2020) Fashion “see-now-buy-now”: implications and process adaptations. Journal of Fashion Marketing and Management, 24 (3). pp. 495-515. ISSN 1361-2026


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Purpose: The 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/approach: This 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. Findings: Findings 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/value: This 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.

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