Supply Chain Implications of the Internationalization Process of Retailers: the Case of International Fashion Apparel Retailers in Russia

Abstract

The research goal is to investigate the influence of retail operations expansion to foreign markets on existing supply chain practices of a fast fashion retailer. In order to reach the stated goal the several tasks are performed. Solid theory base of fast fashion retailing internationalization and possible supply chain implications of expansion of retail operations is accumulated. Up-to-date supply chain models of Zara, H&M, Benetton, and Uniqlo are presented. Information on these fast fashion operations in Russia is analyzed. Conducted company interviews supplemented by expert interviews. The supply chain practices are compared and the influence is determined. As a result, key findings are determined. Existing supply chain practices are influenced by expansion of retail operations to Russian clothing market in the area of sourcing and distribution, product range and store format. The findings show high relevance for several of the fast fashion retailers analyzed, while they are of little importance for the others.