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Quick Response

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Submitted By VivienTse
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The Reality of Quick Response (QR) in the Japanese Fashion Sector and the Strategy Ahead for the Domestic SME Apparel Manufacturers

Nobby (Nobukaza) Azuma School of Management Heriot-Watt University UK E-mail: nobukaza@aol.com N.Azuma@hw.ac.uk Fax: +44-(0) 131-451-3498 Abstract Quick Response (QR) has long been perceived as the essential survival strategy of the textile and apparel (T-A) manufacturers in the developed economies against offshore competition. However, the regionalization of global economies and active governmental investment in the T-A industry in the offshore countries has allowed the offshore QR to become increasingly feasible. This changing facet of QR may spell out more lucrative opportunities for Japanese "apparel firms", which have predominantly in-house creative and marketing functions, to widen the scope and the scale of their fashion business operations, since the economic upgrading in the Pacific Rim will create a huge consumer market that shares similar fashion trends as in the Japanese market. However, the apparel firms' production shift offshore has, on the other hand, threatened the existence of the domestic SME apparel manufacturers that have traditionally served their apparel firms customers, now that QR is no longer the sustainable competitive advantage of domestic manufacturing. The purpose of this paper is to explore the levels of QR implementation, identifying the potential pitfalls and drawbacks of the current QR initiatives in the Japanese apparel sector, and hence discuss the optimum QR strategy or the way ahead that will fit into the structure of the Japanese fashion industry. Questionnaires were addressed to a group of "apparel firms" from the Tokyo Women and Children's Wear Manufacturers' Association (TWCA) and another cluster of SME knitting suppliers from the Tokyo Knit Fashion Association (TKF). The survey results show

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