Enhancing Operational Efficiency in the Fast Fashion E-Commerce Industry: The Role of Demand Analytics, Digital Inventory Management, and Supply Chain Responsiveness

This study was conducted to investigate non-price factors as determinants of company performance in the fast-fashion retail industry in e-commerce. A quantitative approach and explanatory research were used to verify the hypothesis based on the research model created. A total of 187 respondents, comprising owners and managers of selected fast fashion retail establishments, were considered appropriate for further analysis. The study findings indicate that all non-price factors, including demand analytics, digital inventory management, and supply chain responsiveness, exert a positive impact on operational and business performance. Operational performance partially mediates the influence of demand analytics, digital inventory management, and supply chain responsiveness on business performance. This study concludes that the improvement in operational performance will be more effectively felt when increasing demand analytic activities. Furthermore, the improvement in business performance will be more effectively felt when increasing digital inventory management activities