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The fashion industry is notoriously fast-paced , with new trends flying past today ’ s window displays in the blink of an eye . “ In today ’ s social media dominated world , we know that we ’ ve got to have influencers in our corner . We have to tap into what we think is going to be fashion forward and value-based . It ’ s an exciting part of the business ,” Marais says . Priding itself on this fashion-forward , value-based approach , Cotton On Group aims to be one step ahead of its peers , meaning time is of the essence . This has undoubtedly created a key challenge for its supply chain team but it ’ s one which Marais believes the company is more than prepared to meet .
“ In our industry , speed is key ,” he observes , “ We need to have the stock delivered at the right time and it needs to be accurate so that when a customer walks through our doors they have a positive experience . We ’ re a fast fashion business that relies on speedy replenishment of stock . Therefore , if you ’ re doing anything that ’ s making you slower , you ’ re doing it wrong . This means if a t-shirt sells out in store and a customer returns tomorrow , the stock
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