ࡱ> bdceW( (/ 0DArialarrowanTTt ܖx: 0ܖ"DTimes New RomanTTt ܖx: 0ܖ DWingdingsRomanTTt ܖx: 0ܖ0DArial NarrowanTTt ܖx: 0ܖ"@DVerdanarrowanTTt ܖx: 0ܖ"PD[SOdanarrowanTTt ܖx: 0ܖ@0.  @n?" dd@  @@`` 0()      ! %)+*- 0AA@8wJʚ;t3ʚ;g4@d@d x: 0ppp@ <4dddd  0TP  <4!d!d  0T80___PPT10 pp )$MANAGEMENT AND MARKETING OF TEXTILES%%,X Future issues for the industry to consider --INTERNATIONAL COMPETITIONUNetwork vs. Network Growth of International Media Personal Mobility International ICTGLOBAL SOURCING  NEW TECHNOLOGIESwMicro Merchandising Improved Response Rates Reactive to Changes in Demand Significant Cost Reduction Available to SMEs r CHANGING MARKET STRUCTURE|New Market Entrants International Brands International Food Multiples E-tailers Fast Fashion Globalisation Fragmented MarketL<<H. CONSUMER DEMAND Changing socio-economic trends Increasing women entering the workforce More affluent consumers Purchasing and decision making Influence of children Male partner considerations Importance of convenience and time N_U_U  CHANNELS TO MARKETgSpecialist Independents Departmental Stores New Value Retailers Factory Outlets Internet Customisation$hY  ETHICAL TRADINGRise of fast fashion and discount retailing Global supply chains Consumer awareness Backlash against negative impacts of globalisation Shareholder pressure for accountability in terms of ethical as well as financial performance (STRATEGIC SEGMENTATIONhCustomers Products Short-season Garments Seasonal Garments Basic Garments Services Sales Channels Supply677 HOW TO GO AHEAD AND STAY AHEADFocus on core capabilities Targeted strategies Discriminate between customers Understand relationship between product, services, supply and demand Align people around the vision Closer working relations between functions Closer working relations with supply chain partners</ZdZ~Z/d~/  $ '  0` Ot{h______` M <ff33̙3` +ffO=ff̙H7` fff3f̙` Tff33ff` 0Ky{kOz` )R{f` GiIfff̙fR` ̙|̙3f` 3ff~>?" dd@'?lFd@  nK'o`P( n?" dd@   @@``PT     o (`0p>> P''~(  ZB  c $D"`   6t  "M }   X Click to edit Master title style!!  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S P 6(e  _P  e  P*   P 6Pe  _  e  R*  H P 0޽h ? 3380___PPT10.ן%I 8(    0wj  P   j  >*   0t|j     j  @*   6ܥj  _P  j  >*   6̧j  _  j  @* H  0޽h ? 3380___PPT10. D0 0 0(  x  c $ &f  x  c $`70   H  0޽h ? 3ff~80___PPT10.}$   0  $(   r  S g M }   r  S g ; `   H  0޽h ? 3ff~80___PPT10.˜  0 $$(  $r $ S X9e M }  e  F  $ mWw- $ 0;e $    Retailer x0 0 '# gcc $ 0H&e $0 p  ] Company ABC6 0 g#  $ 0e $0    Clients v0 0 '# gc#  $ 0ce $0 ?   Yarnsh00 ' # gc  $ 0ie $PP_  Fabricsh00 ' # gc  $ s *Toe 0 ?   Fabricsh00 ' # gc  $ s *`ue   Yarnsh00 ' # gc $ 0|e $" 0  p Trade fairsH 0' g# $ 0|e $"   Trends info.h0 0 '# g# $ 0-a $"`0K,  Clienth00 '# gcDB $B  "@ DB $  "  ` DB $B  "P  T DB $B  "PT DB $  " 3  $ 0 Clothing and textile industries are undergoing rapid evolutionary changes that have resulted from: New Market Entrants International Brands  Zara and H&M - Increasing competition for the consumers between national and international retailers International Food Multiples E-tailers  the digital revolution  the dot com boom Fast Fashion  Zara and H&M  the speed to which customer demand is met  decreased product lifecycle brings new collections to the shop floor in a matter of days to satisfy the younger generations appetite for off catwalk trends, shorten the lead-time from concept to consumer, traditional 6-12 month development cycle is now 6-12 weeks, 6-12 day cycle (at its extreme) Globalisation Consolidations, mergers and acquisitions Price vs. Added value service (lead-time, reputation, brand, innovation, design etc.) Fragmented marketplace wZ" Z" ZVZZZZZc V IH h 0޽h ? 3380___PPT10.Bm 0 l}(  lX l C P    l S h P 0   A problem for merchandisers has been to synchronise the analysis of customer behaviour with product data. They have had plenty of info about products, unfortunately not liked to consumer loyalty Customise merchandising systems available. A proactive rather than reactive component. Enable Micro Adjustments to customer demand. Adaptive to customer wants. Micro Merchandising focus on particular customer or product segment. Development of IT allows for lead-times to me minimised. Faster and more accurate information. Synchronisation between systems. Global sourcing moving towards more sophisticated communications and data sharing systems. Use of multiple languages, synchronisation between sites. Feedback from customer panels, test marketing, POS, Internet. New technologies are not as expensive as before Also SME can afford. Internet and PC is a good start. Internet based platforms common. The development of new technologies is expected to have further impact on the industry. E-tailing is for example only on the start of its development. .ZmZZ H l 0޽h ? 3380___PPT10.SCh 0 xx(  xX x C P    x S  P 0   znA problem for merchandisers have been the inappropriate product segmentation. Employing more targeted merchandise strategies can: Improve service levels for primary products Prevent damaging stock outs Missed cross-selling opportunities Customers e.g. of market positioning: Premium range Medium range  main focus of this course Low range Services  Specific to product and customer Sales Channels  different approaches to the above required/ also different sourcing strategy required Supply  mixed supply base, postponement, stock management, warehousing etc. k'Ak'` ``` ` `0A  H x 0޽h ? 3380___PPT10. 0 ~v|(  |X | C P   v | S Ќj P 0   NSpecialist Independents Focus on being very good at one particular thing. E.g. Shoe store in the Triangle. Departmental Stores Experience and environment  everything there. E.g. Selfridges. Sold their concept very well. New Value Retailers Affordable Fashion Factory Outlets Freeport/Cheshire Oaks Internet Customised product offers E.G. Levis offered (1995) customised jeans. Original Spin program. Made to individual measures. Also internet sites available. Customised shirts. Also make your own T-shirt. Select design, print, colour etc. ^W^#H | 0޽h ? 3380___PPT10.)D" 0 2(  X  C P     S j P 0   4Changing socio-economic trends  Continue to change Increasing women entering the workforce  higher consumer spending More affluent consumers  might be changing Purchasing and decision making  change of power Influence of children  want to have their own saying in what to buy Male partner considerations  increase purchasing of men s fashion Importance of convenience and time  more money, less time  later opening hours, increased weekend spending and internet purchasing T4 4  H  0޽h ? 3380___PPT10.P.?   0 }(  X  C P   }  S  j P 0   YPROBLEM FACED: Customer driven business climate Expanding number of product designs (and customised service offers) Intense market competition Differentiation vs Low Cost Proximity to market "He who stops getting better stops being good" - Oliver Cromwell Better faster control and manipulation of information will be essential to gain a competitive edge in fashion Totoal control of the supply chain is the Holy Grail of Fashion Fashion is the toughest area due to the fast change and varaible demand curves Humans can actually slow the proecess and in fact may often not be as good or fast as artificail intelligence We must realise the limitations of human interevention and move towards a new way to manage information in the fashion industry Repeating the past isdangerous - especially in the fashion industry Closer working relationships between functions: Focus on efficient and effective manipulation and control of supply chain information Buyers and merchandisers need faster and more intelligent information systems to support them in their work Focus on end-consumer and increased demand visibility P0PPPPU   0 o              ;       (       r  ,  1        ]   % +H  0޽h ? 3380___PPT10.{+ 0 P(  X  C P     S =j P 0`  H@___PPT9" XNetwork vs. Network  Companies are joining up together to out beat competition Growth of International Media  Celebrities, fashion-mags, TV series etc. have an increased influence of the fashion business Personal Mobility  Travel, disparity in taste, more knowledge, more fragmented demand International ICT  Communicate easier, internet, e-tailers reach all over the world, more aware of what is happening elsewhere, at same time as complicated demand, improved supply ," > V H  0޽h ? 3380___PPT10.@=]  0 *(  X  C P   j   S D_j P 0  j  ,Trends Leading to CSR: Rise of fast fashion & discount retailing e.g. Primark Global supply chains - outsourcing of production to lesser developed countries e.g. SE Asia Consumer awareness of CSR issues and demand for ethical fashion Backlash against negative impacts of globalisation Shareholder pressure for accountability in terms of ethical as well as financial performance Sustainability issues Organic Clothingnc ()*  O   )H  0޽h ? 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