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continue to shorten, while demand will be increasingly difficult to forecast. Decision about
raw materials must be taken long in advance and still remain the riskiest part of agile supply
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function of a product/service proposition.
In the fashion world, where companies are competing on time (time-to-market) the need of
new abilities are raising. Agility is such an ability that responds rapidly to unpredictable
changes in demand . Caifeng define Agile Supply Chain (ASC) as a network's ability to
consistently identify and capture business opportunities more quickly than its rivals do.
Barnes and Greenwood definition can enrich it by adding: ASC is a “quick response,
describe shorter, more flexible, demand driven supply chains. ASC is driven by information
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agile supply chains, the visibility of information allows the supply chain to become more
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This paper will try to reveal the key aspects of ASC in fast fashion. Zara's case study will be
used, as an example, considered to be the pioneer in fast fashion industry nowadays.
The section following this introduction will present the case study of Zara. The outcome will
be presented and discussed in the results section. Finally, a conclusion will be drawn,
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|ZARA'S CASE STUDY
Zara is a fashion label and fashion chain stores established in 1975 by the Spanish group
Inditex own by Amancio Ortega. Next to Zara, the rest of the labels the groups own are
Bershka, Massimo Dutli, Pull and Bear, Stradivarius, Oysho, Zara Home, Zara kinds and
Uterque. During the last two decades Zara tripled its profit and stores and nowadays is
ranked the third biggest retailer world-wide. It has 3000 in-house designers located in its
headquarter in the region of A Corufia, Spain,which design over 40 000 items per year
among which only 10 000 are selected for production. Opposite to its competitors, more
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and Turconi average markdown ratio is at approximately 50 per cent, for comparison Zara
sold only 15 per cent on sale. All these facts allows Zara to expand its sales and profits over
20 per cent per year. By September 2010 Inditex group owns 4907 stores in 77 countries
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Zhang suggests that “whole process of the supply chain in Zara could be divided into four
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sales and feedback’.
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