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Purpose The phenomenon of fast fashion is under‐researched academically, yet has received attention in most of the fashion and business press. Therefore, as it would seem timely, this article aims to present the findings of some exploratory research. Design/methodology/approach The concept of agile supply chains or supply chain theory is explored with reference to fast fashion requirements. The research was carried out using in‐depth interviews of key informants in the fashion industry. Findings The major findings of this exploratory research demonstrate a developmental process occurring in supply chain management when fast fashion comes into the equation. This research provides additional complexity on the existing model of supply chain management for the fashion industry. Research limitations/implications This paper presents a research agenda for future exploration. There are implications for theoretical perspectives of supply chain management as well as retail operations. Originality/value This paper offers insights into the impact of fast fashion on the supply chain and the links in the process which deserve further research attention.
Barnes et al. (Sat,) studied this question.