H&M and digitization of supply chain trends – will the [fashion] show go on?

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H&M, the second largest fast fashion retailer in the world is facing challenges as consumers expect fashion to be increasingly fast-paced, affordable and personalized. The emergence of new fast fashion retailers such as ASOS and Boohoo coupled with the constant threat from its main rival Inditex has made H&M’s dual supply chain approach increasingly obsolete. How should H&M re-position its supply chain to stay competitive in the era of digitization?