To , compared to other markets, fashion sales trend

To achieve competitive advantages, the effective
management  includes the ability to
manage a complex network as a whole. In the fashion industry context, the
operational strategy consists of ordering, well in advance,a large number of
different references, each having a relatively short life cycle of only a few
weeks. However,  in order to meet
customers requests and increase profitability, a fashion supply chain must
respond quickly to market changes. These opposing requirements,  in order to find the best definition and mix
of all the variables, the management are force to face several decision making
problems such as the definition of the seasonal budget, the selection of the
items composing the collection, the choice of the quantities to be purchased
with the aim of maximize profits and customer satisfaction.

2.0 Contents Of Journal

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The paper include :

ü  Short Product Life Cycles

To capture the mood of the moment, then the product
is designed , compared to other markets, fashion sales trend has a rapid
growth, a peak of popularity and immediately a stage of decline or even
rejection of the product by the market. Retailers have to be more efficient in
the replenishment process since products have a limited time in the market from
their introduction to decline.

ü  Long time-to-market

There is almost a year lapse from the definition of
the clothing item to the delivery to the stores. It means that before the
previous season is over, the wholesalers and stores define their orders and
therefore the level of unsold stocks is not known yet (Forza and Vinelli, 2000)
thus contributing to enlarge demand uncertainty 
(Tiaojun and Jiao, 2011)

ü  New Product Development (NPD)

This process is long and not always successful. Not
all items that come out from this process are introduced into the market
because this activity usually begins two years before production. The process
is difficult to standardise and control thus generating costs of development
and prototyping that cannot be recovered by sales. In fact, pattern book only
represents the collection idea but items which are not successful during
presentation will not be produced.

3.0 Improvement and examples

Various management techniques, specific for the
fashion and clothing industry have arisen to respond to all the issues
illustrated in the articles. The increasing demand for fashion products instead
of basic ones, the increasing number of mid-season collections in order to
expand product offer and the introduction of techniques that allow the
reduction of lead Time Fairhurst and Bhardwaj, 2010, such as Quick Response
(QR) and Fast Fashion (FF), deeply changed this sector. The traditional one
models which is based on planned manufacturing clearly differ from these new
management. It lies in producing according to orders received during the
presentation of collection Orders in Hand, before the sales season.  A single collection for the whole season is
involves on this traditional management model and it is still widely employed
by luxury brands because the high stylistic and material content of the
clothing items requires to produce almost exclusively based on consolidated
orders.Quick Response and Fast Fashion instead, try to respond much more
quickly to market needs by planning production on the effective demand recorded
in stores.