Development of an effective and sustainable supply-chain-management model for South African fashion designers in the retail clothing industry

Abstract

Like many other suppliers, South African fashion-clothing designers have dealt with a very competitive environment within the retail industry. Thus, this research study explored the most suitable supply-chain-management model for South African fashion designers to achieve efficiency and economic sustainability within the retail environment. In today’s complex markets, the susceptibility of the supply chain is viewed as an ongoing issue for several industries and it is no different for fashion designers. As a result, in the past, the visibility of South African fashion designers in the retail environment appeared to be minimal. Matching the appropriate supplychain-management model with South African fashion designers in retail was the purpose and core focus of this research study, as the “one size fits all” approach appeared questionable and perhaps unrelatable to SMMEs. This research study explored the relationships between fashion designers and clothing retailers, together with supporting stakeholders such as government institutions, fashion councils, educational institutions, and the different consultants or agents. This was done to establish how the different parts could potentially function individually or collaboratively in order to develop an effective and sustainable supply-chain-management model for South African fashion designers in the retail environment. The primary focus and aim of the study was to assess the different functions within the supply-chain-management model and propose a more relevant model for South African fashion designers supplying the retail clothing environment. To reach the objectives of this research study, the empirical information was collected through the qualitative approach, by making use of in-depth semi-structured interviews, as that allowed the participants to answer the questions unreservedly based on their own personal and professional experience. The problem this research study identified was that a significant number of South African fashion-designer brands struggled to maintain longevity and success within the retail environment, due to the supply-chain changes South African fashion designers experienced when supplying retail. Through empirical research, it was identified that the supply-chain-management models available for retail clothing suppliers were designed for larger businesses and not specifically for fashiondesigner businesses which were classified as small, medium and micro-sized enterprises (SMMEs). The findings revealed that, for the fashion and retail clothing industry to realise an effective and sustainable supply-chain-management model for South African designers, the supply chain required good communication and support. The study recommended the establishment of close-proximity hubs, with fashion clothing supply chain functions, in major South African metropolitan cities, which could possibly be achieved through specialised and regulated education and the formation of a national fashion council.