Buyer behaviour for fast fashion

Margaret Bruce, Lucy Daly

Research output: Contribution to journalArticlepeer-review


Purpose - This paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. The phenomenon of fast fashion raises questions about traditional approaches to sourcing and buying, which are addressed here. Design/methodology/approach - Case studies were compiled with companies managing fast fashion, alongside other purchase and retail activities, namely a supermarket, department store and specialist fashion chain. Findings - Reveals the buying practices for fast fashion, namely, a combination of global and local suppliers, a leagile approach is typical; trust is an important factor in the supplier-retailer relationship to ensure fast delivery at an agreed quality; and integration of key internal activities and processes to facilitate the speed of buying decisions that may be required. Originality/value - Gives insight into the factors affecting buying behaviour for fast fashion.
Original languageEnglish
Pages (from-to)329-344
Number of pages15
JournalJournal of Fashion Marketing and Management
Issue number3
Publication statusPublished - 2006


  • Buying behaviour
  • Fashion industry
  • Sourcing
  • Suppliers


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