Supplier management in fast moving fashion retailing

Purpose The over‐arching purpose of this research is to explore the issue of supplier management within the context of fast‐moving fashion retailing. Design/methodology/approach Qualitative research utilising key informant interviews was used. Findings The research suggests that retailers may adopt a multi‐tiered approach, whereby dynamism and responsiveness are achieved through only partially agile supply chains. Practical implications Based on the nature of the qualitative data, the paper provides useful insight into the mechanism by which retailers may balance the need for customer responsiveness with the need for operational and financial viability. Originality/value The research highlights the need for the establishment of relationships, the benefits of developing a networked approach, and suggests three distinct stages for a multi‐staged approach.