O mercado das empresas fast fashion: um estudo de caso da cadeia de suprimentos da H&M e Zara

Abstract

Fast fashion companies have a complex international supply chain marked by an extensive network of suppliers, distributors and customers that are connected by flows of money, material and information. This paper will analyze the supply chains of two major competitors in the fast fashion market: H&M and Zara, aiming to analyze their characteristics and identify their strengths and weaknesses to propose improvements. Through a case study of the two organizations, it was realized that H&M is entirely based on outsourcing, while Zara is focused on centralization and vertical integration. H&M's main weakness is the high supplier reliability, while Zara's is to centralize all the organization's core operations in a single country. The proposed suggestion for H&M is to analyze whether the company should continue to outsource its production or start investing in its own factories and, for Zara, to study the feasibility of opening a new mega center in another country. It was concluded that both have different supply chains, so it is not possible to determine which one has the best approach.