Fast Fashion Retailing : RFID Deployment for Enhancing Custom Value Proposition

In a current era of intense competition, a fast fashion retailer needs to exploit the use of advanced technology such as Radio Frequency Identification (RFID) extensively so as to develop competitive advantage for long term success of the business. RFID technology is particularly significant in fast fashion retailing, as the fashion business is characterized by a wide assortment of products, short life-cycles, high seasonality and volatility, high impulse purchasing and complicated distribution and logistics operations. The major objective of this research is to understand how fast fashion is transformed in the retail environment through item level deployment of RFID. This research highlights impact of RFID enabled marketing value chain drivers on performance of fast fashion retailers. The paper provides a business value added framework and presents a financial matrix for measurement of business value added to fast fashion retailers