• DHL white paper shows how retailers can capitalize on anytime/anywhere shopping behavior
• Multiple selling channels must now converge into a single channel

A report published today by DHL, the world’s leading logistics company, states that the fashion and retail industry is in a state of flux. Multi-channel selling through traditional bricks and mortar stores and online is rapidly morphing into omni-channel retail. This means all previously segregated selling channels must converge into a single route to market, which is adding complexity to the supply chain. 

Fashion in Flux: Mastering the omni- hannel supply chain is a report by Lisa Harrington, President of the lharrington group LLC, prepared in collaboration with DHL. Harrington is also Associate Director of the Supply Chain Management Center and lecturer of supply chain management at the Robert H. Smith School of Business, University of Maryland. 

The report states that shoppers expect retailers to deliver a seamless experience, offering the same product selection, purchase and fulfillment options, and level of service regardless of how, where or when they interact with the retailer. The shopper is not interested in the retailer’s internal processes catered to buy-deliver-return behaviors but simply expects the retailer to deliver on many, if not all, of these options. 

Providing a seamless experience requires that everything, from the retailer’s IT infrastructure to the ways in which it incentivizes its sales assistants, should be expressly designed to support it. Successful retailers must develop strategies for blending in-store operations with the traditional and e-fulfillment supply chains in a way that delivers profitability and performance. 

Separate selling channels must now converge into a single channel that can deliver goods and enable sale and return, with complete visibility and control as well as a sustainable Deutsche Post DHL The Mail & Logistics Group 2/3 cost structure. 

With this understanding, the report covers a range of fashion and lifestyle topics including: 

• Current state and driving trends 
• Key supply chain challenges 
• The fit-for-purpose omni-channel supply chain 

Marcel Beelen, VP Global Business Development Fashion & Lifestyle, DHL Supply Chain commented that “getting the supply chain right, from inventory management to delivery and returns, will not only satisfy customers but drive profitability for brands in the future”. 

The report is based on content from roundtable discussions with global industry leaders who took part in a Fashion Masterclass earlier this year. Companies involved in the event included leading brands such as Adidas, Nike, TOM TAILOR and WE Fashions. 

To download the report, please visit: www.dhl.com/fashion-in-flux