Enablers of post-COVID-19 customer demand resilience: evidence for fast-fashion MSMEs

Purpose: This study aims to analyse the resilience of customer demand management post-coronavirus disease 2019, using fast fashion as an example. The paper provides insights for potential applications to micro-, small and medium enterprises (MSMEs). 

Design/methodology/approach: Based on the qualitative analysis and an integrated Plan-Do-Check-Act (PDCA)-decision making trial and evaluation laboratory (DEMATEL)-fuzzy technique for order of preference by similarity to the ideal solution (TOPSIS) methodology of fuzzy multi-criteria decision-making, we explored and prioritised the enablers of resilience management for fast-fashion MSMEs. 

Findings: The results reveal that the highest priority enabler is maintaining customer loyalty. Other enablers are associated with e-commerce endorsement, a customer-focussed assortment of items and flexible store operations. Research limitations/implications: The study findings will enable fast-fashion MSMEs to develop effective actions and priorities in operations efforts to promote post-pandemic recovery. 

Originality/value: Despite the importance of the resilience project and the changing fast-fashion customer patterns, only a handful of studies have explored how resilience can be managed in this field. Thus, the findings can contribute to closing this gap in the context of operations resilience research as well as MSME operations.