Innovation and Market-Driven Management in Fast Fashion Companies

Abstract

In hyper-competitive markets, innovation is critical for the growth of marketdriven companies. An examination of case studies of highly competitive global companies in the fast fashion sector, reveals that detailed understanding of the market, deriving from direct management of their stores, enables Zara, Gap and H&M to develop an innovation management capability. This is a fundamental competitive driver for the company’s success.

Keywords

• market-driven management
• innovation
• fast fashion
• global competition
• zara case
• gap case
• h&m case