This chapter is a systematic literature review of research papers on the role of digital technologies and digital marketing in fashion and textile supply chain management. Over the last decade, the fashion and textile industries have faced criticism over poor working conditions, employee exploitation, and human rights violations. This has led to a growing interest in how technology can transform the fashion and textile supply chain. Despite the negative perception associated with ‘fast fashion’, which is criticized for harming the environment and fueling consumers’ instant gratification, digital technologies in general and digital marketing in particular offer a pathway to improve supply chain operations. Research findings from a careful examination of 74 papers indicated four interwoven key research themes: digital transformation in fashion and textile supply chains, sustainable supply chain and circular economy, digital resilience in the fashion and textile industry post-COVID-19, and evolving business and supply chain models. In theme 1, prominent technologies, including blockchain, 3D-virtual technologies, and the Internet of Things, were major motors driving the supply chain transformations. Emerging advanced technologies, including AI, robotics, and cloud computing, are instrumental in enhancing supply chain operational transparency and efficiency. Digital marketing and e-commerce technologies further the advancement of supply chain transparency and efficiency in creating a demand-driven supply chain model, which results in not only shortened lead time but also complicated the issue of supply chain sustainability. Findings on Theme 2 on supply chain sustainability and Theme 3 on the impact of COVID-19 reinforce the interwoven characteristics of the topics. While sustainability is a sure concern of supply chain management, Covid-19 heightened the urgency of sustainability as a pressing issue, accelerated the development of digital technologies, and eventually led to the rise of new business models in supply chain management. Findings in theme 4 on business models further confirm that digital technologies enable new models within four categories of models, embracing both upstream and downstream supply chains, and addressing both pertinent supply chain concerns of lead-time and sustainability. The review identified research gaps and proposed future research directions, including but not limited to the adoption of digital technologies for disruptive situations and the integration of advanced technologies in a more specific, process-oriented approach, a broader context for the impact of digital marketing and e-commerce on the supply chain, a holistic approach to how digital technology application would impact sustainability and the evolution of multiple business models in the fashion supply chain. The chapter contributes to understanding how digital technologies and digital marketing are reshaping the fashion and textile supply chain, highlighting the potential for improvements in sustainability, efficiency, and resilience.

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Role of Digital Technologies and Digital Marketing in the Fashion and Textile Supply Chain

  • Nghia Thi Minh Luu,
  • Phuong Thanh Phung,
  • Sang My Hua,
  • Anh Thi Van Nguyen,
  • Anushka Siriwardana,
  • Ai-Phuong Hoang

摘要

This chapter is a systematic literature review of research papers on the role of digital technologies and digital marketing in fashion and textile supply chain management. Over the last decade, the fashion and textile industries have faced criticism over poor working conditions, employee exploitation, and human rights violations. This has led to a growing interest in how technology can transform the fashion and textile supply chain. Despite the negative perception associated with ‘fast fashion’, which is criticized for harming the environment and fueling consumers’ instant gratification, digital technologies in general and digital marketing in particular offer a pathway to improve supply chain operations. Research findings from a careful examination of 74 papers indicated four interwoven key research themes: digital transformation in fashion and textile supply chains, sustainable supply chain and circular economy, digital resilience in the fashion and textile industry post-COVID-19, and evolving business and supply chain models. In theme 1, prominent technologies, including blockchain, 3D-virtual technologies, and the Internet of Things, were major motors driving the supply chain transformations. Emerging advanced technologies, including AI, robotics, and cloud computing, are instrumental in enhancing supply chain operational transparency and efficiency. Digital marketing and e-commerce technologies further the advancement of supply chain transparency and efficiency in creating a demand-driven supply chain model, which results in not only shortened lead time but also complicated the issue of supply chain sustainability. Findings on Theme 2 on supply chain sustainability and Theme 3 on the impact of COVID-19 reinforce the interwoven characteristics of the topics. While sustainability is a sure concern of supply chain management, Covid-19 heightened the urgency of sustainability as a pressing issue, accelerated the development of digital technologies, and eventually led to the rise of new business models in supply chain management. Findings in theme 4 on business models further confirm that digital technologies enable new models within four categories of models, embracing both upstream and downstream supply chains, and addressing both pertinent supply chain concerns of lead-time and sustainability. The review identified research gaps and proposed future research directions, including but not limited to the adoption of digital technologies for disruptive situations and the integration of advanced technologies in a more specific, process-oriented approach, a broader context for the impact of digital marketing and e-commerce on the supply chain, a holistic approach to how digital technology application would impact sustainability and the evolution of multiple business models in the fashion supply chain. The chapter contributes to understanding how digital technologies and digital marketing are reshaping the fashion and textile supply chain, highlighting the potential for improvements in sustainability, efficiency, and resilience.