The study examines the influence of trust, culture, and Web-enabled information technology on global supply chain management strategies of born global firms in the fashion industry. The paper seeks to provide insights into the success (or otherwise) of such entrepreneurial firms as they manage their business network alliances in the design, production, delivery and marketing of a fashion product…a product that is characterized by a very short fad/fashion product life cycle. The authors develop a conceptual model that links partnership formation, contracting processes, and global supply chain management strategies to the firm’s performance. Future research efforts need to empirically investigate the conceptual model on a sample of born global firms in the fashion industry.