The e-commerce fashion industry has undergone significant transformation over the past decade, driven by advancements in technology, changes in consumer behavior, and the globalization of supply chains. This dynamic environment presents both opportunities and challenges for businesses, particularly in the area of Supplier Relationship Management (SRM). As companies strive to meet the fast-paced demands of fashion consumers, the relationships they maintain with their suppliers become increasingly critical. Effective SRM can enhance operational efficiency, improve product quality, and foster innovation, all of which are essential for maintaining a competitive edge in the market. In recent years, the importance of SRM in the e-commerce fashion industry has been underscored by several key trends. The rise of fast fashion, characterized by rapid production cycles and frequent introduction of new collections, necessitates close collaboration between retailers and suppliers. Brands must ensure that their suppliers can meet tight deadlines without compromising on quality, which requires transparent communication and mutual trust. Furthermore, the increasing consumer demand for sustainability and ethical practices has put additional pressure on fashion companies to scrutinize their supply chains. Companies are now expected to work with suppliers who adhere to ethical labor practices and environmentally friendly production methods, making SRM a crucial component of their corporate social responsibility strategies. Technological advancements have also played a pivotal role in shaping SRM practices in the e-commerce fashion industry. The adoption of digital tools and platforms has facilitated more efficient and transparent interactions between brands and their suppliers. For example, supply chain management software can provide real-time visibility into inventory levels, production schedules, and shipping statuses, allowing companies to make more informed decisions and respond quickly to any disruptions. Additionally, technologies such as blockchain are being explored for their potential to enhance traceability and accountability in supply chains, which is particularly important in the context of sustainability and ethical sourcing. Despite these advancements, the implementation of effective SRM practices is not without its challenges. The global nature of the fashion supply chain means that companies often work with suppliers from diverse cultural and regulatory backgrounds, which can complicate communication and coordination efforts. Language barriers, differing business practices, and varying levels of technological adoption can all hinder the development of strong supplier relationships. Moreover, the competitive nature of the fashion industry means that suppliers are often under intense pressure to reduce costs, which can lead to compromises in quality and ethical standards. Balancing the need for cost efficiency with the imperative for quality and sustainability is a delicate task that requires careful management and strategic planning. The COVID-19 pandemic has further highlighted the importance of robust SRM practices. The disruptions caused by the pandemic, including factory shutdowns, shipping delays, and fluctuations in consumer demand, exposed vulnerabilities in global supply chains. Companies that had strong relationships with their suppliers were better able to navigate these challenges, as they could rely on open lines of communication and mutual support to find solutions. In contrast, those with weaker supplier relationships struggled to adapt, facing issues such as stock shortages and delays in product launches. This has prompted many businesses to reevaluate their SRM strategies and invest in building more resilient and collaborative supplier networks. A qualitative analysis of SRM practices in the e-commerce fashion industry reveals several best practices that can help companies build and maintain effective supplier relationships. First and foremost, clear and consistent communication is essential. Companies must establish regular communication channels with their suppliers to ensure that expectations are aligned and any issues can be addressed promptly. This includes not only operational updates but also strategic discussions about long-term goals and potential areas for collaboration. Transparency is also crucial, as it builds trust and allows both parties to work together more effectively. This can be achieved through the use of digital tools that provide real-time data and insights into supply chain operations. Another key aspect of effective SRM is the development of mutually beneficial partnerships. Companies should view their suppliers not just as vendors but as strategic partners who play a critical role in their success. This involves investing in supplier development programs, such as training and capacity-building initiatives, to help suppliers improve their capabilities and meet the company’s standards. Additionally, companies should work closely with their suppliers to co-create solutions that address common challenges, such as sustainability and innovation. By fostering a collaborative environment, companies can leverage the expertise and resources of their suppliers to drive mutual growth and success. Risk management is also an important consideration in SRM. The complex and global nature of fashion supply chains means that companies are exposed to a wide range of risks, from geopolitical events to natural disasters and economic fluctuations. To mitigate these risks, companies should conduct thorough risk assessments and develop contingency plans in collaboration with their suppliers. This includes identifying critical suppliers and developing strategies to ensure continuity of supply in the event of disruptions. Diversifying the supplier base can also help to spread risk and reduce dependency on any single supplier. Sustainability and ethical sourcing are increasingly important factors in SRM. Consumers are becoming more aware of the environmental and social impacts of their purchases, and they expect fashion brands to take responsibility for the practices of their suppliers. This means that companies must work closely with their suppliers to ensure compliance with ethical standards and implement sustainable practices throughout the supply chain. This can involve setting clear expectations and requirements for suppliers, conducting regular audits and assessments, and providing support and incentives for suppliers to adopt more sustainable practices. Additionally, companies can leverage technology to enhance transparency and traceability, such as using blockchain to track the provenance of materials and ensure that they are sourced responsibly. Supplier Relationship Management is a critical component of the e-commerce fashion industry, influencing everything from operational efficiency to product quality and sustainability. The dynamic and fast-paced nature of the industry requires companies to develop strong, collaborative relationships with their suppliers to stay competitive and meet consumer demands. By focusing on clear communication, mutual partnerships, risk management, and sustainability, companies can build resilient and effective supplier networks that support their long-term success. The challenges of SRM are significant, but with strategic planning and the use of advanced technologies, companies can navigate these complexities and drive positive outcomes for both their business and their suppliers.

Supplier Relationship Management (SRM) has gained significant attention in the e-commerce fashion industry due to the need for effective collaboration and coordination across global supply chains. The literature on SRM is extensive, encompassing various aspects such as communication, trust, risk management, and sustainability. The dynamic nature of the fashion industry, characterized by rapid changes in consumer preferences and the need for quick response times, necessitates robust SRM practices to ensure operational efficiency and competitive advantage. One of the critical themes in the literature is the role of communication in SRM. Effective communication between suppliers and retailers is essential for aligning expectations, resolving issues, and fostering a collaborative environment. Studies have shown that regular and transparent communication can enhance trust and commitment between partners, leading to better performance outcomes (Christopher, 2016; Dubey et al., 2017). In the context of the e-commerce fashion industry, where fast fashion trends require quick turnaround times, seamless communication is crucial for meeting tight deadlines and maintaining product quality. Trust is another fundamental element in SRM, as it underpins the relationship between suppliers and retailers. Trust can reduce transaction costs, enhance cooperation, and facilitate information sharing (Cannon et al., 2010). Trust is built over time through consistent and fair dealings, and it is reinforced by mechanisms such as contracts and formal agreements (Poppo & Zenger, 2002). However, the e-commerce fashion industry poses unique challenges for building trust due to its reliance on global supply chains, where cultural and regulatory differences can complicate interactions (Khan et al., 2024). Risk management is a critical aspect of SRM, especially in the fashion industry, where supply chains are vulnerable to various disruptions. The literature emphasizes the importance of identifying and mitigating risks through proactive strategies, such as diversifying the supplier base, conducting risk assessments, and developing contingency plans (Tang & Tomlin, 2008; Chopra & Sodhi, 2014). The COVID-19 pandemic has highlighted the need for robust risk management practices, as many fashion companies experienced significant disruptions in their supply chains (Ivanov & Dolgui, 2020). Companies with strong SRM practices were better able to navigate these challenges by leveraging their relationships with suppliers to find alternative solutions and maintain continuity of supply. Sustainability has become a central concern in SRM, driven by increasing consumer awareness and regulatory pressures. The fashion industry is notorious for its environmental and social impacts, prompting calls for more sustainable practices across the supply chain. The literature highlights various approaches to integrating sustainability into SRM, such as setting clear sustainability criteria for suppliers, conducting audits and assessments, and providing support for suppliers to adopt more sustainable practices (Seuring & Müller, 2008; Jia et al., 2020). The use of technology, such as blockchain, is also being explored to enhance transparency and traceability in supply chains (Saberi et al., 2019). The concept of Supplier Relationship Management (Emon et al., 2024) is further enriched by the integration of emotional intelligence (Emon & Chowdhury, 2024) and its impact on supplier relationships. Emotional intelligence can enhance interpersonal interactions, improve conflict resolution, and foster a positive working environment, all of which are critical for maintaining strong supplier relationships (Goleman, 1998; Wong & Law, 2002). The ability to understand and manage emotions can help managers navigate the complexities of global supply chains and build more resilient and cooperative relationships with suppliers. Marketing (Khan et al., 2024) plays a crucial role in SRM, as it involves understanding and responding to consumer needs and preferences. The ability to align marketing strategies with supply chain capabilities can enhance the overall efficiency and responsiveness of the fashion supply chain (Christopher, 2016). Effective marketing also involves communicating the value of sustainability and ethical practices to consumers, which can drive demand for more sustainable fashion products and encourage suppliers to adopt better practices. The economic (Emon, 2023) implications of SRM are significant, as effective supplier relationships can lead to cost savings, improved quality, and increased innovation. The literature emphasizes the importance of viewing suppliers as strategic partners rather than mere vendors, as this can create opportunities for joint value creation and mutual growth (Lambert & Cooper, 2000; Dyer & Singh, 1998). Investing in supplier development programs, such as training and capacity-building initiatives, can help suppliers meet the company’s standards and contribute to overall supply chain performance (Krause et al., 2007). Barriers to growth (Khan et al., 2020) in SRM include issues such as cultural differences, regulatory challenges, and resistance to change. The global nature of the fashion supply chain means that companies must navigate a complex landscape of diverse cultural and regulatory environments. Studies have shown that cultural differences can impact communication, trust, and cooperation between suppliers and retailers (Koufteros et al., 2012; Handfield et al., 2015). Additionally, regulatory requirements, such as labor laws and environmental regulations, can vary significantly across countries, creating challenges for compliance and coordination (Locke et al., 2007). Microfinance (Khan et al., 2019) and its role in supporting small and medium-sized enterprises (SMEs) in the fashion supply chain is another important aspect of SRM. Access to finance can help suppliers invest in new technologies, improve their capabilities, and meet the demands of fashion retailers (Banerjee et al., 2015). Microfinance initiatives can also support social and economic development in supplier communities, contributing to the overall sustainability of the supply chain (Morduch, 1999). The concept of the global supply chain (Khan et al., 2024) and its impact on SRM is extensively explored in the literature. The globalization of the fashion supply chain has created opportunities for cost savings and access to a diverse range of suppliers. However, it has also introduced complexities related to coordination, communication, and risk management. The literature highlights the need for a strategic approach to SRM that takes into account the global nature of the supply chain and leverages digital tools to enhance visibility and coordination (Christopher, 2016; Ivanov & Dolgui, 2020). The integration of digital technologies in SRM is a significant theme in the literature. The use of digital tools, such as supply chain management software, can enhance visibility, improve communication, and streamline operations (Gunasekaran et al., 2017). Technologies such as blockchain and the Internet of Things (IoT) are also being explored for their potential to enhance traceability and transparency in the supply chain (Saberi et al., 2019). The literature emphasizes the importance of investing in digital infrastructure and capabilities to support effective SRM in the e-commerce fashion industry (Ivanov & Dolgui, 2020). The role of supplier development programs in SRM is also extensively covered in the literature. These programs aim to improve the capabilities of suppliers through training, capacity-building initiatives, and financial support (Krause et al., 2007). Supplier development programs can help suppliers meet the standards and requirements of fashion retailers, contributing to overall supply chain performance. The literature highlights the importance of a collaborative approach to supplier development, where retailers work closely with suppliers to identify areas for improvement and provide the necessary support and resources (Wagner, 2011). The impact of SRM on innovation in the fashion industry is another important area of study. The literature suggests that strong supplier relationships can drive innovation by facilitating the exchange of ideas, knowledge, and resources (Dyer & Singh, 1998). Collaborative innovation, where retailers and suppliers work together to develop new products, processes, and technologies, can lead to competitive advantages and increased market share (Wagner, 2011; Johnsen, 2009). The ability to leverage the expertise and capabilities of suppliers can enhance the overall innovation capacity of the fashion supply chain. The literature also explores the role of SRM in enhancing sustainability in the fashion industry. The fashion industry is under increasing pressure to adopt more sustainable practices, driven by consumer demand and regulatory requirements (Seuring & Müller, 2008). Effective SRM can support sustainability by promoting ethical sourcing, reducing environmental impacts, and enhancing social responsibility (Jia et al., 2020). The literature highlights the importance of setting clear sustainability criteria for suppliers, conducting regular audits and assessments, and providing support for suppliers to adopt more sustainable practices (Seuring & Müller, 2008). The impact of SRM on supply chain resilience is another critical theme in the literature. The COVID-19 pandemic has underscored the importance of building resilient supply chains that can withstand disruptions and adapt to changing conditions (Ivanov & Dolgui, 2020). The literature suggests that strong supplier relationships can enhance supply chain resilience by facilitating open communication, mutual support, and collaborative problem-solving (Wagner & Bode, 2008). The ability to quickly identify and respond to disruptions is crucial for maintaining continuity of supply and minimizing the impact of disruptions on the fashion supply chain (Ivanov & Dolgui, 2020). The role of cultural differences in SRM is extensively explored in the literature. The global nature of the fashion supply chain means that companies often work with suppliers from diverse cultural backgrounds, which can impact communication, trust, and cooperation (Koufteros et al., 2012). The literature highlights the importance of cultural awareness and sensitivity in managing supplier relationships, as well as the need for cross-cultural training and support (Handfield et al., 2015). Understanding and navigating cultural differences can enhance the effectiveness of SRM and contribute to more harmonious and productive supplier relationships (Koufteros et al., 2012). The literature also emphasizes the importance of strategic alignment in SRM. Aligning the goals and objectives of suppliers with those of the retailer can enhance cooperation, improve performance, and drive mutual growth (Lambert & Cooper, 2000). The literature suggests that strategic alignment can be achieved through mechanisms such as joint goal setting, performance measurement, and incentive systems (Dyer & Singh, 1998). By aligning their strategies and objectives, retailers and suppliers can create a more cohesive and effective supply chain that supports the overall success of the business (Lambert & Cooper, 2000). The impact of SRM on supply chain performance is another important area of study. The literature suggests that effective SRM can enhance various aspects of supply chain performance, including cost efficiency, quality, delivery reliability, and flexibility (Gunasekaran et al., 2017). By fostering strong relationships with suppliers, retailers can improve their overall supply chain performance and achieve a competitive advantage in the market (Christopher, 2016). The literature highlights the importance of performance measurement and monitoring in SRM, as well as the need for continuous improvement and innovation (Gunasekaran et al., 2017). The role of ethical sourcing in SRM is extensively covered in the literature. The fashion industry is under increasing scrutiny for its social and environmental impacts, prompting calls for more ethical sourcing practices (Locke et al., 2007). The literature suggests that effective SRM can support ethical sourcing by promoting fair labor practices, ensuring compliance with regulations, and enhancing transparency and accountability in the supply chain (Jia et al., 2020). The use of technology, such as blockchain, can also enhance traceability and ensure that materials are sourced responsibly (Saberi et al., 2019). The literature on Supplier Relationship Management in the e-commerce fashion industry is rich and diverse, covering various aspects such as communication, trust, risk management, sustainability, and innovation. The dynamic nature of the fashion industry, characterized by rapid changes in consumer preferences and the need for quick response times, necessitates robust SRM practices to ensure operational efficiency and competitive advantage. The literature highlights the importance of effective communication, trust-building, risk management, and sustainability in SRM, as well as the role of digital technologies in enhancing visibility and coordination. By adopting best practices in SRM, fashion companies can build resilient and effective supply chains that support their long-term success and contribute to the overall sustainability of the industry.

The research methodology employed for this study on Supplier Relationship Management (SRM) practices in the e-commerce fashion industry was qualitative in nature, aimed at gaining a deep understanding of the dynamics and complexities involved in supplier relationships. Data collection was conducted through semi-structured interviews with key stakeholders in the industry, including supply chain managers, procurement officers, and supplier representatives. These interviews provided rich, detailed insights into the practical experiences and challenges faced by industry professionals in managing supplier relationships. A purposive sampling technique was used to select participants who had extensive experience and knowledge in SRM within the e-commerce fashion industry. This ensured that the data collected was relevant and valuable. Participants were contacted through professional networks and industry associations, and interviews were conducted either in person or via video conferencing platforms, depending on the geographical location and availability of the participants. Each interview lasted between 45 minutes to an hour, allowing ample time for in-depth discussion. The interview guide was designed to cover key themes identified in the literature review, including communication, trust, risk management, sustainability, and the impact of digital technologies on SRM. Open-ended questions were used to encourage participants to share their experiences and perspectives freely, providing a comprehensive understanding of the subject matter. Follow-up questions were also asked to clarify and elaborate on specific points, ensuring a thorough exploration of each topic. All interviews were recorded with the consent of the participants and subsequently transcribed verbatim for analysis. Thematic analysis was employed to identify recurring patterns and themes within the data. This involved coding the transcripts and categorizing the data into key themes that emerged from the interviews. NVivo software was used to facilitate the organization and analysis of the qualitative data, allowing for a systematic and rigorous examination of the information gathered. The findings from the thematic analysis were triangulated with data from secondary sources, including industry reports, academic journals, and case studies, to ensure the reliability and validity of the results. This multi-method approach provided a comprehensive understanding of SRM practices in the e-commerce fashion industry, highlighting both common challenges and best practices. Ethical considerations were strictly adhered to throughout the research process. Participants were informed about the purpose of the study and assured of the confidentiality and anonymity of their responses. Informed consent was obtained from all participants prior to the interviews, and they were given the option to withdraw from the study at any point. All data collected was securely stored and used solely for the purposes of this research. Overall, the research methodology adopted for this study provided a robust framework for exploring SRM practices in the e-commerce fashion industry. The use of semi-structured interviews and thematic analysis allowed for an in-depth examination of the experiences and perspectives of industry professionals, contributing valuable insights to the existing body of knowledge on SRM. The combination of primary and secondary data sources enhanced the credibility and comprehensiveness of the findings, offering a well-rounded understanding of the complexities and best practices in managing supplier relationships in this dynamic industry.

The results and findings of this qualitative research on Supplier Relationship Management (SRM) practices in the e-commerce fashion industry reveal several key themes and insights from the semi-structured interviews conducted with industry professionals. Thematic analysis of the interview transcripts identified recurring patterns related to communication, trust, risk management, sustainability, and the impact of digital technologies on SRM. These themes were further explored and validated through the analysis of secondary data sources, providing a comprehensive understanding of SRM practices in the e-commerce fashion industry.

The first table summarizes the key themes that emerged from the interviews. Communication was highlighted as a critical aspect of SRM, with participants emphasizing the need for regular and transparent interactions to align expectations and address issues promptly. Trust was also identified as a fundamental element, essential for reducing transaction costs and enhancing cooperation. Risk management was another significant theme, with participants discussing the importance of proactive strategies to mitigate various risks. Sustainability emerged as a crucial consideration, driven by consumer demand and regulatory pressures. The impact of digital technologies was also noted, with participants highlighting the benefits of tools such as blockchain and supply chain management (SCM) software in enhancing visibility and coordination. Finally, the concept of strategic partnerships was emphasized, with companies viewing their suppliers as key partners in driving mutual growth and success.

The second table provides a detailed overview of the communication strategies employed in SRM. Regular updates and scheduled meetings were highlighted as essential for maintaining alignment and addressing issues promptly. Transparent reporting, including sharing real-time data and performance metrics, was noted as crucial for building trust and accountability between suppliers and retailers. The use of collaborative platforms, such as digital tools for seamless communication and information sharing, was also emphasized. Formal feedback mechanisms were implemented by companies to improve communication and collaboration continuously. Additionally, cross-cultural training was identified as a valuable strategy for understanding and navigating cultural differences in global supply chains, enhancing the effectiveness of communication.

The third table outlines the trust-building practices identified in the study. Consistent and fair dealings were deemed crucial for building long-term trust between suppliers and retailers. The use of formal agreements, such as contracts, was noted as a way to establish clear expectations and reduce uncertainties. Joint problem-solving efforts were highlighted as effective in fostering mutual trust and cooperation. Providing performance incentives for meeting quality and performance standards was also seen as beneficial. Overall transparency and honesty in dealings and communications were emphasized as foundational to trust-building.

The fourth table presents the risk management strategies utilized by companies in the e-commerce fashion industry. Diversification of the supplier base was identified as a key strategy to spread risk and reduce dependency on any single supplier. Regular risk assessments were conducted to identify potential vulnerabilities within the supply chain. Developing contingency plans was highlighted as crucial for addressing potential disruptions and ensuring continuity of supply. Supplier audits were regularly carried out to ensure compliance with standards and mitigate risks. Close collaboration with suppliers to develop joint risk mitigation strategies was also emphasized as an effective approach.

The fifth table details the sustainability practices integrated into SRM. Ethical sourcing was emphasized, with companies ensuring that their suppliers adhered to ethical labor practices and standards. Implementing and enforcing environmental standards across the supply chain was also highlighted as crucial. Regular sustainability audits were conducted to ensure compliance with these standards. Support programs and incentives were provided to suppliers to encourage the adoption of sustainable practices. Additionally, the integration of technologies like blockchain was noted for its potential to enhance traceability and transparency, ensuring responsible sourcing of materials.

The sixth table outlines the impact of digital technologies on SRM. Supply chain management (SCM) software was identified as a valuable tool for providing real-time visibility and coordination of supply chain operations. Blockchain technology was highlighted for its potential to enhance traceability and accountability within the supply chain, ensuring responsible sourcing and ethical practices. The Internet of Things (IoT) was noted for its ability to monitor and manage supply chain processes through connected devices, improving efficiency and reducing risks. Collaborative platforms were emphasized for their role in facilitating seamless communication and collaboration between suppliers and retailers. Data analytics was also recognized as a powerful tool for optimizing supply chain performance and supporting informed decision-making. The findings from the qualitative analysis revealed several best practices for SRM in the e-commerce fashion industry. Clear and consistent communication was deemed essential for aligning expectations and addressing issues promptly. Trust was identified as a foundational element, built through consistent and fair dealings, formal agreements, and transparency. Effective risk management strategies, such as diversification, risk assessments, and contingency planning, were highlighted as crucial for mitigating potential disruptions. Sustainability was a central concern, with companies integrating ethical sourcing, environmental standards, and sustainability audits into their SRM practices. The impact of digital technologies was also significant, with tools like SCM software, blockchain, IoT, and data analytics enhancing visibility, traceability, and overall supply chain performance. The thematic analysis of the interview data provided valuable insights into the practical experiences and challenges faced by industry professionals in managing supplier relationships. The use of semi-structured interviews allowed for an in-depth exploration of each theme, while the triangulation of primary and secondary data sources ensured the reliability and validity of the findings. The results highlight the importance of effective SRM practices in the e-commerce fashion industry, contributing to operational efficiency, sustainability, and competitive advantage. The research also revealed several challenges in implementing effective SRM practices. Cultural differences and regulatory variations across global supply chains were noted as significant barriers to communication and coordination. The pressure to reduce costs often led to compromises in quality and ethical standards, highlighting the need for a balanced approach that prioritizes both cost efficiency and sustainability. The dynamic nature of the fashion industry, characterized by rapid changes in consumer preferences and the need for quick response times, further complicated SRM efforts. Despite these challenges, the study identified several opportunities for improving SRM in the e-commerce fashion industry. Investing in supplier development programs, such as training and capacity-building initiatives, can help suppliers meet the company’s standards and contribute to overall supply chain performance. Leveraging digital technologies can enhance visibility, traceability, and coordination, enabling more efficient and effective supplier relationships. Fostering a collaborative environment where suppliers are viewed as strategic partners can drive mutual growth and innovation. Overall, the results and findings of this study provide a comprehensive understanding of SRM practices in the e-commerce fashion industry. The insights gained from the qualitative analysis highlight the importance of communication, trust, risk management, sustainability, and digital technologies in building and maintaining effective supplier relationships. By adopting best practices and addressing the identified challenges, companies can enhance their SRM efforts, contributing to the overall success and sustainability of the fashion supply chain.

The discussion of this research on Supplier Relationship Management (SRM) practices in the e-commerce fashion industry delves into the implications of the findings, highlighting the critical elements that influence successful supplier relationships and their broader impact on the industry. The qualitative analysis of semi-structured interviews revealed several key themes, including communication, trust, risk management, sustainability, and the role of digital technologies, which collectively form the backbone of effective SRM. Effective communication emerged as a cornerstone of successful SRM, emphasizing the need for regular, transparent, and collaborative interactions between suppliers and retailers. This study found that communication strategies such as regular updates, transparent reporting, and the use of collaborative platforms significantly enhance the alignment of expectations and the resolution of issues. The importance of cross-cultural training also surfaced, highlighting the need to understand and navigate cultural differences in global supply chains. These findings suggest that fostering open lines of communication can lead to stronger, more resilient supplier relationships. Trust was identified as a fundamental element in building and maintaining supplier relationships. The practices of consistent dealings, formal agreements, joint problem-solving, performance incentives, and maintaining transparency were found to be effective in establishing and nurturing trust. Trust reduces transaction costs, enhances cooperation, and facilitates information sharing, which are vital for the smooth functioning of the supply chain. The emphasis on trust underscores the need for companies to prioritize fair and transparent dealings to foster long-term, mutually beneficial relationships with their suppliers. Risk management practices were also a significant focus of the study. Strategies such as diversification of the supplier base, regular risk assessments, contingency planning, and supplier audits were highlighted as crucial for mitigating potential disruptions. The findings underscore the importance of proactive risk management in ensuring the continuity and reliability of the supply chain. The recent disruptions caused by the COVID-19 pandemic have further highlighted the need for robust risk management practices. Companies that invest in comprehensive risk management strategies are better positioned to navigate uncertainties and maintain supply chain resilience. Sustainability emerged as a central concern in SRM, driven by increasing consumer awareness and regulatory pressures. The integration of sustainability practices such as ethical sourcing, implementing environmental standards, conducting sustainability audits, and supporting suppliers in adopting sustainable practices was found to be critical. The use of technologies like blockchain to enhance traceability and transparency was also noted as a significant advancement. These findings indicate that sustainability is not just a regulatory requirement but a strategic imperative that can enhance brand reputation and consumer trust. Companies that prioritize sustainability in their SRM practices can achieve a competitive advantage and contribute to the overall sustainability of the industry. The role of digital technologies in enhancing SRM was a prominent theme in the study. Technologies such as supply chain management software, blockchain, the Internet of Things (IoT), and data analytics were found to significantly improve visibility, traceability, and coordination in the supply chain. The use of these technologies enables real-time monitoring, better decision-making, and more efficient management of supply chain processes. The findings suggest that investing in digital infrastructure and capabilities is essential for modernizing SRM practices and achieving operational excellence in the e-commerce fashion industry. The concept of viewing suppliers as strategic partners rather than mere vendors also surfaced as a crucial aspect of effective SRM. The findings highlight the benefits of collaborative partnerships, where both retailers and suppliers work together towards mutual goals. Investing in supplier development programs, such as training and capacity-building initiatives, can help suppliers meet the required standards and contribute to overall supply chain performance. This collaborative approach fosters innovation, enhances performance, and drives mutual growth. The challenges identified in implementing effective SRM practices, such as cultural differences, regulatory variations, and the pressure to reduce costs, underscore the complexities involved in managing global supply chains. Despite these challenges, the study revealed several opportunities for improvement. Companies can enhance their SRM efforts by adopting best practices in communication, trust-building, risk management, sustainability, and leveraging digital technologies. Addressing these challenges and capitalizing on the identified opportunities can lead to more resilient, efficient, and sustainable supply chains. Overall, the discussion highlights the multifaceted nature of SRM in the e-commerce fashion industry. The insights gained from this study underscore the importance of adopting a holistic approach to SRM that encompasses effective communication, trust-building, proactive risk management, sustainability, and the integration of digital technologies. By prioritizing these elements, companies can build stronger supplier relationships, enhance supply chain performance, and achieve a competitive advantage in the dynamic and rapidly evolving fashion industry. The findings contribute valuable knowledge to the existing body of literature on SRM and provide practical guidance for industry professionals seeking to optimize their supplier relationships and supply chain operations.

This study on Supplier Relationship Management (SRM) practices in the e-commerce fashion industry provides valuable insights into the critical elements that influence effective supplier relationships and their impact on supply chain performance. The qualitative analysis of semi-structured interviews revealed key themes including communication, trust, risk management, sustainability, and the role of digital technologies, highlighting their interconnectedness and significance in SRM. Effective communication emerged as a fundamental pillar of successful SRM, emphasizing the importance of regular and transparent interactions between suppliers and retailers to align expectations and address issues promptly. Trust-building practices, such as consistent dealings, formal agreements, and transparency, were found to be essential for fostering long-term, mutually beneficial relationships. These practices reduce transaction costs, enhance cooperation, and facilitate information sharing, contributing to supply chain resilience. Robust risk management strategies, including diversification of the supplier base, regular risk assessments, contingency planning, and supplier audits, were identified as crucial for mitigating disruptions and ensuring supply chain continuity. Sustainability was highlighted as a strategic imperative, driven by consumer expectations and regulatory pressures. Integrating ethical sourcing, environmental standards, and technology-driven solutions like blockchain enhances traceability and accountability, supporting sustainable supply chain practices. The findings also underscore the transformative role of digital technologies in modernizing SRM practices. Tools such as supply chain management software, blockchain, IoT, and data analytics enhance visibility, optimize decision-making, and improve overall supply chain efficiency. Adopting these technologies enables real-time monitoring, better risk management, and streamlined communication across global supply chains. Furthermore, viewing suppliers as strategic partners rather than mere vendors fosters collaborative relationships that drive innovation and mutual growth. Investing in supplier development programs and fostering a culture of partnership can enhance supplier capabilities and contribute to supply chain resilience and agility. Despite the challenges posed by cultural differences, regulatory complexities, and cost pressures, the study identifies opportunities for improvement in SRM practices. By implementing best practices in communication, trust-building, risk management, sustainability, and leveraging digital technologies, companies can strengthen their supplier relationships, optimize supply chain performance, and achieve competitive advantage in the dynamic e-commerce fashion industry. Overall, the insights gained from this study contribute to a deeper understanding of effective SRM practices in the context of the e-commerce fashion industry. By integrating these findings into their strategic initiatives, industry professionals can navigate challenges, capitalize on opportunities, and pave the way for sustainable growth and success in an increasingly interconnected global marketplace.