Market-Driven Management e imprese globali del Fast Fashion

Fast fashion is a commonly adopted strategy in fashion retailing, and its relevance is well recognized both in academia and in practice. However, the academic research on this topic is still under-developed and frequently focused on a single aspect. On the contrary, the aim of this book has been to show that market orientation is the distinctive managerial philosophy currently characterizing the main global fast fashion companies. To reach this purpose, a critical systemization of the fast fashion literature review has been carried out followed by the examination of the key corporate processes (design, manufacturing, logistics and retailing) of fast fashion business models of the major fast fashion companies worldwide (Inditex, H&M, Gap Inc., and Fast Retailing) through the case study methodology.