It is also important to note how the continued low cost of fashionable items a

It is also important to note how the continued low

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It is also important to note how the continued low cost of fashionable items — a product of precisely the above changes — has simultaneously fuelled consumer behaviour and been a response to an increase in ‘fashioned’ identities by many young people. Consumers have come to expect fashions to be delivered quickly and the more fashionable the item, the greater the consumer value attached to it. While this can be of benefit to firms that combine supply chain efficiencies with enhanced design skills, those whose focus is more on cost reduction might see sales flatten. For some firms, the emphasis is more on ‘fast’ than ‘fashion’, seduced by the continued operational possibilities of cost-lowering but without sacrificing speed of product delivery. Others are reinventing the commodity chain by introducing a greater awareness of how consumers can drive changes and seeking ways to mediate this demand variability. More research is needed on why firms choose certain strategies and how we can better understand the vagaries of consumption habits. Acknowledgements Thanks to the editor and two anonymous reviewers for insightful comments on an earlier draft. References Abernathy, F. H., Dunlop, J., Hammond, J. H. & Weil, D. 1999. A Stitch in Time . Oxford: Oxford University Press. Abernathy, F. H., Volpe, A. & Weil, D. 2006. The future of the apparel and textile industries: Prospects and choices for public and private actors. Environment and Planning A , 38: 2207–32. Aspers, P. 2012. Orderly Fashion: A Sociology of Markets . Princeton, NJ: Princeton University Press. Aspers, P. & Godart, F. 2013. Sociology of fashion: order and change, Annual Review of Sociology , 39: 171–92. Banjo, S. & Al-Mahmood, S. Z. 2013. Bangladesh racks up exports. Wall Street Journal , 11 October, p. A11. Barnes, L. & Lea-Greenwood, G. 2006. Fast fashioning the supply chain: Shaping the research agenda. Journal of Fashion Marketing and Management , 10(3): 259–71. Barnes, L. & Lea-Greenwood, G. 2013. Guest editorial. Fast fashion: A second special issue. Journal of Fashion Marketing and Management , 17(2): 140. Belussi, F. 1992. Benetton Italy. Beyond Fordism and flexible specialization: The evolution of the network firm model. In: S. Mitter, ed. Computer-aided Manufacturing and Women’s Employment: The Clothing Industry in Four European Countries . London: Springer Verlag, pp. 73–91.
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262 IAN MALCOLM TAPLIN Bhardwaj, V. & Fairhurst, A. 2010. Fast fashion: Response to changes in the fashion industry. International Review of Retail, Distribution and Consumer Research , 20(1): 165–73. Blackwell, R. D., Miniard, P. W. & Engel, J. F. 2006. Consumer Behavior , 10th ed. Singapore: Thomson South-Western. Bonacich, E. 1990. Asian immigrants in the Los Angeles apparel industry. Unpublished manuscript. Cachon, G. P. & Swinney, R. 2011. The value of fast fashion: Quick response, enhanced design, and strategic consumer behaviour. Management Science , 57(4): 778–95.
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