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Fashion Retail Master Data Model and Business Development

Retailing, and particularly fashion retailing, is changing into a much more technology driven business model using omni-channel retailing approaches. Also analytical and data-driven marketing is on the rise. However, there has not been paid a lot of attention to the underlying and underpinning datastructures, the characteristics for fashion retailing, the relationship between static and dynamic data, and the governance of this. This paper is analysing and discussing the data dimension of fashion retailing with focus on data-model development, master data management and the impact of this on business development in the form of increased operational effectiveness, better adaptation the omni-channel environment and improved alignment between the business strategy and the supporting data. The paper presents a case study of a major European fashion retail and wholesale company that is in the process of reorganising its master data model and master data governance to remove silos of data, connect and utilise data across business processes, and design a global product master data database that integrates data for all existing and expected sales channels. As a major finding of this paper is fashion retailing needs more strict master data governance than general retailing as products are plenty, designed products are not necessarily marketed, and product life-cycles generally are short.