THE GLOBAL FASHION VALUE CHAIN

The paper provides a deeper look into value chain logic in value chain relationships in a global fashion industry value chains. In recent years, value has been recognized as a key factor in better understanding consumer behavior and thus gaining competitive advantage. Value chain analysis can expose strategic and operational misalignments within the global value chains, and the consequential misallocation of resources and hence opportunities for improvements which create value and economic sustainability. The paper focuses mainly on the fast fashion business model and fast fashion global value chain. The aim of this paper is to provide an overview of the whole fast fashion business model by describing its key drivers from a strategic international management perspective. There are huge differences in the value chain and supply chain relationships between creative industries and one of creative fashion industry and it is not possible to generalize these relationships in one value and supply chain. For this reason, the paper describes dimensions of fashion industry value chain, mostly fast fashion in the context of industry analysis, value chain processes, support and related environment and evaluation of the relationship of stakeholders. Findings present main generalized value chain of the global fashion value chain. The paper also takes into account the of value chain approach that describes the vertical and horizontal linkages. The value chain conception is important for the identification and development of the enterprise.