Benefits of Efficient Consumer Response in the fashion Industry : A systematic literature review
Rokhzad, Kazjal (2023)
Rokhzad, Kazjal
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023102527948
https://urn.fi/URN:NBN:fi:amk-2023102527948
Tiivistelmä
In the past retailer, supplier and manufactures have individually focused on their own business activity rather than working together toward a common goal for their marketing and logistic activity. Along came Efficient Consumer Response (ECR) and introduced a more holistic vision of marketing and logistic activities in the supply chain. The ECR stands for a seamless and accurate flow of information that focuses on the consumers actual demand and uses that information to drive the flow through the channel. The main aim of this study is to find out benefits of using ECR in the fashion industry focusing on the retailer and the manufacturer. The chosen method is a systematic literature study where a total of 14 articles was read, and the final selection resulted in 6 articles where collected information was analyzed from earlier studies to be able to answer the following research questions: What are the benefits of ECR in the fashion industry for the manufacturer and the retailer? This study will not research the food or grocery market, challenges of ECR or how to implement ECR. The result is based on ECR 4 areas of benefits: supply chain management, time-based competition, inventory management and delivery service. The result show that ECR is most beneficial for the retailers and bring more pressure to the manufacturer. The manufacturer may however receive smaller orders from the retailer but a continues one, which is a benefit. The retailer again has the benefits of ordering based on demand, which means less loss. There are also obvious benefits in using ECR, because responding fast to consumer adds value and does promote consumer satisfaction. ECR also supports sustainability because of the information sharing in the supply chain by producing based on the real demand which results in less wastage and helps with the energy saving.