Supply chain traceability and transparency: How do fashion companies perform and evaluate?

This study explores how companies practice and assess their traceability and transparency efforts, offering an initial comparison of their approaches. Qualitative research methodology and inductive theorizing approaches were utilized. One‐on‐one in‐depth interviews with 11 apparel industry professionals and thematic analysis via NVivo 12 revealed that companies use advanced tools like Oritain technology and certifications for traceability but simpler methods for transparency. While internal traceability evaluation systems exist, none are in place for transparency. The findings highlight the need for affordable solutions for smaller companies with financial constraints and standardized indicators for a holistic assessment of traceability initiatives.