Abstract:
Fashion apparel industry belongs to one of the most challenging application areas for supply chain management. It is become even more versatile, segmented and functional for current Chinese market, due to the culture different, psychographic segmentation and transitional moment in 2010s. According to the literature, many supply chain solutions have been offered to fill different business gaps in this particular industry.These conventional solutions, which either focus on the supply or the demand side only, do not suffice. For the current fast-changing era, there is a strong need to link marketing (close to the demand side), purchasing (close to the supply side), and manufacturing (value adding process) closely together to improve efficiency and responsiveness as well as minimize supply chain risk. In this study, Demand supply chain management (DSCM) would be proposed as a concurrent approach to optimize the Chinese fashion apparel industry from macro demand supply chain collaboration perspective. Since the research is exploratory in nature, a multiple case study methodology will be adopted to collect information for analysis.
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