Reverse Logistics Strategy of Women's Fashion Shoes-Two Taiwanese Cases

Abstract

In the era of hyper-competition, product return management can be differentiated strategy to increase customer satisfaction and stay ahead in the business. The purpose of this study is to explore how the product return management can be improved, especially in the case of fast fashion products either internally or externally in the women’s shoes industry. In addition, with the rising of environmental awareness, the society has put more efforts on reverse logistics to keep sustainability. This study conducted in-depth interviews to evaluate different product return strategies adopted by two representative domestic enterprises of women's fashion shoes in Taiwan. Furthermore, we identified the strengths and weakness from managers’ point of views. The findings shown that Company A relies on outsourcing versus Company L choose to use inhouse strategies. The study provides cases information on product return management by implementing different reverse supply chain strategy. The research also suggested that in order to gain a competitive advantage, a company should select appropriate reverse supply chain strategies to fit the target consumers’ demand and enhances environmental sustainability