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Value Innovation and Demand Chain Management: keys to future success in the fashion industry
University of Borås, School of Engineering. (Swedish Institute for Innovative Retailing)
University of Borås, School of Business and IT. (Swedish Institute for Innovative Retailing)
2012 (English)In: Nordic Textile Journal, ISSN 1404-2487, Vol. 1, 83-90 p.Article in journal (Refereed) Published
Sustainable development
The content falls within the scope of Sustainable Development
Abstract [en]

Value innovation is a key in developing competitive advantage in most industries. Value innovation is both related to the physical products and accompanying value-adding services. Logistics has evolved from an order qualifier – that is a necessity – to an order winner. Increased focus on the consumer and co-creation with the consumer as a vital partner lead to alignments and rethinking of the channel structure. The supply chain evolves into a demand chain! Deeper knowledge about the why, how, and when of consumer buying behaviour is a main ingredient in demand chain thinking, and the starting point in designing and developing segmented demand chains in the fashion market. These chains are built on partnership and trust oriented relationships. The game of power is increasingly replaced by the game of trust. This is a necessity when the competition shifts from rivalry between companies to rivalry between chains. In this position paper we discuss visions of the fashion future, and how to develop innovative concepts that deliver added value to the consumer. The “old school” of distribution economy, and the concept of convenience, are the basic theoretical grounds, and we argue that innovations could be reached when investing in consumer insights and closer relationships in the demand chain.

Place, publisher, year, edition, pages
CTF , 2012. Vol. 1, 83-90 p.
Keyword [en]
added value, distribution economy, demand chain management, demand networks, convenience, consumer behavior, Handel och IT
National Category
Economics and Business Engineering and Technology Social Sciences Interdisciplinary
Research subject
Bussiness and IT
URN: urn:nbn:se:hb:diva-1344Local ID: 2320/11562OAI: diva2:869368
Available from: 2015-11-13 Created: 2015-11-13 Last updated: 2016-03-14

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Ericsson, DagSundström, Malin
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