Snabbast vinner?
en studie om hur e-handelsföretag inom modebranschen arbetar med korta ledtider
PurposeThe purpose of this thesis is to provide a deeper understanding of how e-commercecompanies within the fashion industry are working with lead times and illustrate andanalyse differences and similarities between companies.Research question- In which ways are e-commerce companies within the fashion industry working withshort lead times?MethodologyThis thesis is based on a qualitative research method in order to achieve a greaterunderstanding of the chosen topic, of how the chosen companies are operating and toprovide room to our own interpretations and reflections. Interviews through telephonewere used to gather the empirical data from six different e-commerce companies withinthe fashion industry.ConclusionsAfter completing the theoretical and empirical analysis it can be concluded that leadtimes are considered essential for all of the participating companies but there is adifference in which way they look at, and how they work with lead times. Somecompanies stressed that short lead times are an important aspect of competition andclaimed that this is something they are constantly working with. For others the balanceand matching of supply and demand was the most important factor rather than toachieve short lead times. These differences can be due to different groups of customerswith different sensitivity to trends, whether e-commerce is a primary or secondary saleschannel as well as the companies ability and willingness to influence their lead times.The key elements in working with lead times is making preparations for activities, tohave a good relationship with the suppliers, to conduct analysis of the supply chainprocesses and to keep a certain stock level in the distribution.