A methodology for increasing revenue in fashion retail industry : a case study of a mexican company
Moreno Hernández, Miguel Alejandro
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Purpose: Fashion retail companies typically exhibit short life-cycles, high volatility and low predictability. Therefore, their success is largely determined by the organisation’s flexibility and responsiveness. The purpose of this paper is to present a methodology to facilitate inventory control to minimise both shortages and excess inventory for a multi-product, multi-period finite time horizon inventory problem by using statistical and stochastic analysis. Design/methodology/approach: The proposed methodology operates in two phases: the first phase consists on determining an aggregate plan (AP) that will be used for monitoring the behaviour of the items during the time horizon. This plan is obtained by statistically analysing historical data related to sales and inventory shortages and is used to determine a demand forecast during the time horizon that allows to handle with potential disruptions derived from real demand variations. Finally, supply replenishment policies are defined to facilitate the monitoring process during the second phase. For the second phase, the behaviour of real demand for every item is captured into a database and compared against its projected demand (from the AP). If needed, adjustments are made in the procurement of future deliveries to reduce the probability of having shortages and/or excess inventory. Findings: A case study in a Mexican fashion retail company was conducted to assess the performance of the methodology. Results indicate that shortage in early periods can be reduced totally for certain products while, for others, the reduction is about 90.5 per cent. In addition, the incomes of the company were increased over 57 per cent. Research limitations/implications: Even when the success of the methodology has been shown, cultural and behavioural factors were not considered. An extensive study is suggested to determine if these factors should be included to enhance the performance of the methodology. Practical implications: A case study of a Mexican fashion retail company was conducted to assess the performance of the proposed methodology. The methodology is easy to implement and effectively and quickly responds to disruptions in the demand and it also significantly reduces the level of shortages while increasing sales and revenue for the company. Originality/value: This paper proposes a methodology that is able to anticipate product’s behaviour from early weeks. Additionally, replenishment policies allow to quickly adjust future orders to guarantee the availability of items and minimise overstock. © 2018, Emerald Publishing Limited.