The current pandemic situation has created many challenges for maintaining positive relationships between fast fashion retailers and their suppliers. In the proposed paper it is assumed that strong and ethical relationships may be beneficial for all supply chain members, especially in the era of global pandemic. Therefore, the aforementioned issues (fast fashion retailers’ ethical behavior towards suppliers) constituted the subject of the paper. Our knowledge about relationships between fast retail chains and their suppliers in the times of global pandemic is relatively week. Trying to fill the gap, this paper discussed relationships between fast fashion retail chains and their suppliers’ customers on the basis of literature review and case study research. Purpose: The aim of the paper was to indicate the scope of activities undertaken by retailers and addressed at suppliers by fast fashion retail chains in pandemic times. The following goals of descriptive and cognitive character were assumed in the paper: (a) Identification of the fast fashion retailers’ common behavior in the era of pandemic, and (b) indication of ethical practices applied by fast fashion retail chains which are beneficial for all retail chain members, based on the Inditex example. Methodology: Based on the theoretic deliberation of retail chain relationships with suppliers in the pandemic times, qualitative research was conducted to supplement the theoretical background. The purpose of this study was to identify how fast fashion retailers maintain relationships with their suppliers in supply chains. The conducted research enabled us to reveal answers to the following research questions: What are good practices of fast fashion retailers in terms of relationships with suppliers? Can socially responsible, trustworthy fast fashion retailers stay profitable in the Covid-19 pandemic? The theoretical deliberation was based on a critical literature review. The empirical part of the paper was based on case study research. The conducted research was descriptive in nature, conducted in order to describe a particular phenomenon within its context, and was not intended to provide conclusive evidence, but to have a better understanding of the problem. A descriptive intrinsic case study was the method applied in the research. Results: On the grounds of literature studies, as well as collected information, we can state that close and ethical cooperation with suppliers, based on socially responsible relationships, are becoming a more and more important part of the strategy for commercial chains. There are companies that use any legal measures to not fulfil their obligations as contractors and avoid paying for orders completed and in production. The descriptive case study research allowed us to observe, analyze, and report good practices of fast fashion retailers in terms of relationships with their suppliers based on the Inditex example. The theoretical contribution: On the grounds of the case study, we can state that during pandemic times fast fashion retail chains have focused on the development of relationships with suppliers, which means changing from transactional to relationship marketing in cooperation strategies. Practical implications (if applicable): The paper provided intellectual input into the managerial problem of how to develop mutual beneficiary relationships between fast retail chains and their suppliers. The study suggests that fast fashion retail chains have to take into consideration growing customer expectations, which regard their cooperation’s strategies toward suppliers.

中文翻译：

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零售链与供应商之间的关系如何使企业值得信赖？大流行时期快速时尚的实证研究

当前的大流行情况为维持快时尚零售商及其供应商之间的积极关系带来了许多挑战。在提议的论文中，假设牢固和道德的关系可能对所有供应链成员都是有益的，尤其是在全球大流行的时代。因此，上述问题（快时尚零售商对供应商的道德行为）构成了本文的主题。在全球大流行时期，我们对快速零售链及其供应商之间的关系的了解相对较少。为了填补这一空白，本文在文献综述和案例研究的基础上，讨论了快时尚零售连锁店与其供应商客户之间的关系。目的：本文的目的是指出在大流行时期，零售商开展的活动范围，以及快时尚零售连锁店针对供应商的活动范围。本文假设了以下描述性和认知性目标：（a）识别大流行时代速食零售商的普遍行为，以及（b）指出速食零售连锁店采取的有益于以下方面的道德规范：基于Inditex示例的所有零售链成员。方法论：在大流行时期，根据与供应商之间的零售链关系的理论思考，进行了定性研究，以补充理论背景。这项研究的目的是确定时尚零售商在供应链中如何保持与供应商的关系。进行的研究使我们能够揭示以下研究问题的答案：就与供应商的关系而言，快时尚零售商的良好做法是什么？具有社会责任感，可信赖的快时尚零售商能否在Covid-19大流行中保持盈利？理论上的讨论是基于批判性文献综述的。本文的实证部分基于案例研究。进行的研究本质上是描述性的，目的是在其上下文中描述特定现象，而并非旨在提供确凿的证据，而是为了更好地理解问题。描述性的内在案例研究是该研究中使用的方法。结果：基于文献研究以及收集的信息，我们可以说，基于对社会负责的关系，与供应商的紧密和合乎道德的合作正成为商业链战略中越来越重要的部分。有些公司采取任何法律措施不履行其作为承包商的义务，并避免为已完成的订单和生产中的订单付款。描述性案例研究使我们能够根据Inditex实例观察，分析和报告快时尚零售商与供应商的关系的良好做法。理论上的贡献：在案例研究的基础上，我们可以指出，在大流行时期，快速时尚零售连锁店侧重于与供应商的关系发展，这意味着在合作策略中从交易式营销转变为关系营销。实际含义（如果适用）：该文件为如何在快速零售链及其供应商之间建立互惠关系的管理问题提供了智力方面的投入。该研究表明，快时尚零售连锁店必须考虑不断增长的客户期望，这些期望与他们对供应商的合作策略有关。