Fashion industry is a fast changing environment. Many studies have been performed among the topic of e-collaboration between fashion companies, aiming at identifying the major differentiating critical factors. This research project aims at understand the level of e-collaboration adoption in the Fashion supply Chain, and investigating the potential impact of the adoption of digital tools, from the Fashion House perspective. To better accomplish the goal, the research was conducted analyzing a sample of companies belonging to the Fashion Industry. This analysis of the main actors, activities, B2C and B2B processes, and the economic perspective allowed to provide a complete and interesting snap-shot of the Italian Fashion sector. Afterwards, the research follows with the development of an innovative holistic framework, which aims at identifying, synthetically and exhaustively, all the fashion companies attributes, characterizing the need of e-collaborative adoption. The definition of the major quantitative results has been fulfilled through the empirical implementation of the above mentioned framework on a sample of Italian Fashion Houses and in respect to their network of labor suppliers. Thus, matching the main analysed factors and the most suitable technological tools, the model can provide a good roadmap to identify best digital tool supporting the relationship, to benchmark companied with the main competitors and also to find interesting solution for driving the change. Specifically, the developed framework is an “incremental innovation” related to the architecture of the model which describes the attributes that drives the fashion companies’ choices in undertaking and modeling their digitalization path. On the other hand, the study of e-collaboration adoption, represents a “disruptive innovation” related to output of the framework architecture. Quantitative results have been further strengthened through the analysis of three practical case studies: Loro Piana, Dolce and Gabbana and Moncler. The most relevant source of data has been represented by the interviews, a questionnaire, past Observatory’s researches. It has been demonstrated that most advanced form of e-collaboration – strategic e-collaboration - in the fashion sector is realized when there is a high level of trust, communication , power and vision - and at the same time a high level of Supply Risk - concerning all the risk factors affecting the relationship between Fashion Houses and Labor suppliers-. Moreover, it has been demonstrated that, not in all the situations, E-collaboration adoption is the best decision: the choice must be taken, connecting the Strength of the relationship and the level of Supply Risk, regarding the relationship in the specific industry. In addition, in the attributes’ design process it should be considered not only the aspect of internal efficiency, but also the overall strategic objectives of the specific relationship. The model gives a great contribution in the literature focusing on the specific characteristic of the fashion sector that influence the adoption e-collaboration among actors. It is also the first time that e-collaboration is studied in this field, considering a group of up-to date main technologies and practices adopted in the industry.
Il settore della Moda è un ambiente dinamico, caratterizzato da cambiamenti continui. In passato, molte ricerche sono state realizzate in merito ai temi di competitività e attrattività della filiera, principalmente con lo scopo di identificare i fattori di differenziazione più rilevanti. Questo progetto di ricerca ha l’obiettivo di studiare il potenziale impatto che l’e-collaboration ha all’interno della “Fashion Supply Chain”, dando un focus sulla relazione Casa di Moda–Fasonisti. Per cui, inizialmente, attraverso una serie di interviste a un campione di aziende della filiera, si è voluto approfondire: i ruoli e le attività dei principali attori, le interazioni B2B e B2C, con un’analisi dei flussi economici che attraversano la filiera. Ciò ha consentito di ottenere una panoramica completa della Filiera del Fashion a livello nazionale. A seguire, l’analisi è stata realizzata attraverso lo sviluppo di un modello innovativo, con lo scopo di identificare in maniera sintetica ed esaustiva i fattori che maggiormente impattano la scelta e il bisogno di adottare soluzioni digitali, a supporto della relazione. I principali risultati quantitativi sono stati ottenuti attraverso l’implementazione del modello su un campione di case di moda italiane. I risultati quantitativi sono stati ulteriormente rafforzati attraverso l’analisi di tre casi di studio: Loro Piana, Dolce & Gabbana e Moncler. Il modello finale può essere considerato una mappa che fornisce linee guida alle aziende per individuare la migliore soluzione tecnologica, specifica per la propria relazione con i fasonisti, comparando l’attuale posizionamento rispetto a quello dei competitor, e individuando aree di sviluppo.
The Italian fashion supply chain : the role of e-collaboration in supporting fashion house-labor suppliers relationship
LUCCHIARI, GRETA;MERCURIO, CHIARA
2016/2017
Abstract
Fashion industry is a fast changing environment. Many studies have been performed among the topic of e-collaboration between fashion companies, aiming at identifying the major differentiating critical factors. This research project aims at understand the level of e-collaboration adoption in the Fashion supply Chain, and investigating the potential impact of the adoption of digital tools, from the Fashion House perspective. To better accomplish the goal, the research was conducted analyzing a sample of companies belonging to the Fashion Industry. This analysis of the main actors, activities, B2C and B2B processes, and the economic perspective allowed to provide a complete and interesting snap-shot of the Italian Fashion sector. Afterwards, the research follows with the development of an innovative holistic framework, which aims at identifying, synthetically and exhaustively, all the fashion companies attributes, characterizing the need of e-collaborative adoption. The definition of the major quantitative results has been fulfilled through the empirical implementation of the above mentioned framework on a sample of Italian Fashion Houses and in respect to their network of labor suppliers. Thus, matching the main analysed factors and the most suitable technological tools, the model can provide a good roadmap to identify best digital tool supporting the relationship, to benchmark companied with the main competitors and also to find interesting solution for driving the change. Specifically, the developed framework is an “incremental innovation” related to the architecture of the model which describes the attributes that drives the fashion companies’ choices in undertaking and modeling their digitalization path. On the other hand, the study of e-collaboration adoption, represents a “disruptive innovation” related to output of the framework architecture. Quantitative results have been further strengthened through the analysis of three practical case studies: Loro Piana, Dolce and Gabbana and Moncler. The most relevant source of data has been represented by the interviews, a questionnaire, past Observatory’s researches. It has been demonstrated that most advanced form of e-collaboration – strategic e-collaboration - in the fashion sector is realized when there is a high level of trust, communication , power and vision - and at the same time a high level of Supply Risk - concerning all the risk factors affecting the relationship between Fashion Houses and Labor suppliers-. Moreover, it has been demonstrated that, not in all the situations, E-collaboration adoption is the best decision: the choice must be taken, connecting the Strength of the relationship and the level of Supply Risk, regarding the relationship in the specific industry. In addition, in the attributes’ design process it should be considered not only the aspect of internal efficiency, but also the overall strategic objectives of the specific relationship. The model gives a great contribution in the literature focusing on the specific characteristic of the fashion sector that influence the adoption e-collaboration among actors. It is also the first time that e-collaboration is studied in this field, considering a group of up-to date main technologies and practices adopted in the industry.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/136372