The over‐arching purpose of this research is to explore the issue of supplier management within the context of fast‐moving fashion retailing.
Qualitative research utilising key informant interviews was used.
The research suggests that retailers may adopt a multi‐tiered approach, whereby dynamism and responsiveness are achieved through only partially agile supply chains.
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.
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.
