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Abstract

Accomplishing veritable demand in a timely manner is a true challenge in present business circumstances especially for the fashion products where the demand is to get more varieties in short interval. Managing demand and supply is not that naïve as the supply chain is complicated by the outsourcing trend. This study aims to assess how brands in the fashion industry are managing their demand-supply chains (DSCs) by considering both trendy and regular product. This paper is based on the literature review of demand chain management (DCM) and also supply chain management (SCM) of the fashion industry. Also the research on demand-supply chain management (DSCM) is studied as a scope of demand-supply management in fashion industry. Textile and apparel processing stages are also studied to understand the manufacturing and supply chain complexity. The review identified that the degree of fashion sensitivity adopted by the retail brands influences their supply chain strategy. Fast fashion retailers urge to respond quickly and they need a flexible and responsive supply chain and contrariwise, others do need fast response but more efficiency focus with economy of scale. This study focuses on the DSCs of the brands which have ample information in journal articles, associated companies' web sites, and other web resources. The demand side aspects and supply side alignment will contribute insights on DSC organization in textile-apparel supply chain. Also textile and apparel manufacturers may have a clearer picture regarding the structure of retailers' DSCs. The findings may also prove useful for them who are not aligned with the fast track concept, but yet supplying product in timely manner is their top priority. The co-ordination of complex and multidimensional textile-apparel supply chain with individual interest is still a concern and yet to be resolved. The objective of the study is to add knowledge for perceiving the importance of the co-ordination for mutual benefit.