Communicating digitalised supply chain transparency: towards a guide for fashion SMEs

The digitalisation of fashion supply chain transparency has gained increased attention in recent years. Technology solutions that have arisen based on advanced technologies and Web3 include smart tags, forensic tracers and blockchain platformisation. Whereby current reports discuss supply chain transparency from the perspective of the data, technical solutions and policy [1, 2], little attention is given to the fashion firms that are to adopt these technologies. Finding themselves in the midst of the supply chain transparency polemic, small to medium brands are still at a loss as to transformation and communication strategies [3]. This paper examines the standpoint of the small-scale brand, its challenges and needs in the face of digital transformation and lays the groundwork for the development of Web3 technology adoption guidelines–that can ultimately form, not only part of their implementation but also their communication strategy. Applying the theoretical framework of organisational theory, it provides evidence of successful practice through case study methodology. The study contributes to knowledge of organisational theory in the context of adjusting to rapid and complex change triggered by both external and internal demands for adopting advanced technology