Fashion Industry Appreciation Half
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Transcript of Fashion Industry Appreciation Half
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Break Out Session
Aim ?
Risks ?
Sacrifices ?
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What will we learn
Consumer
Retail Market
Industry
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Retail MarketConsumer
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Retail Market
Industry
Consumer
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Context 4 weeks
Consumer 4 weeks
Retail Market 6 weeks Industry 12 weeks
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What can we learn from each other ?
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Fashion Industry Appreciation
Review of Week 1
Introduction
Aims / Risks / Sacrifices Review of Module Specification
FBM and FRM
What can we learn from Each Other Independent Work Images B of Fashion
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Fashion Industry Appreciation
Plan for Week 2
Independent Work - Images B of Fashion
History of the Apparel Market Break Out Session Market Logic
Quiz Game
Mapping Nike Case Study
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Apparel Market
0000 - 1800s Homemade garments
All natural textiles
1818 - Brooks Brothers
- sailors and middleclass men
1826 - Lord & Taylor - menswear
1851- Macys - menswear
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1902 - JC Penny- menswear, some childrens
1905 - Arrow Shirt
1908 - Filenes Basement - 25% off
1920s - fashion communication Paris developed as a base for designers
1926 - couture show- 100 reporters
Apparel Market
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1929 - American Stock market Crash -depression
1938 - Dupont launched Nylon
- 1st synthetic fibre
1940s - WWII killed fashion Industry inFrance
US emerged as the Sportswear capital
Women began wearing bifurcated clothing
Apparel Market
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1949 Bloomingdales
1950s - growth of suburbia
1960s - malls - suburbs
1968 - Calvin Klein, Ralph Lauren
1975 - Liz Clairborne, Price Costco
Apparel Market
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Nike Peter England
Marks & Spencer
San Frisco
Benetton Esprit
Park Avenue
Chanel Bata
Sony
Mc Donalds
2008 - Global Market
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Nike - USA Peter England - India
Marks & Spencer - UK
San Frisco - India
Benetton - Italy Esprit - France
Park Avenue - India
Chanel - France Bata - Canada
Sony - Japan
Mc Donalds - USA
2008 - Global Market
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NONE
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason Offices
Regional Sourcing
NIKE Regional
Marketing & RetailOffices
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason Offices
Regional Sourcing
NIKE Regional
Marketing & RetailOffices
ManufacturerExporters
Manufacturers
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Fashion Industry Appreciation
Plan for Week 3
Independent Work - Images B of Fashion
Written Quiz Global Market Global Trade
Apparel Industry Logic
Guessing Game
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Fashion Industry Appreciation
Review of Week 2
Independent Work - Images B of Fashion
History of the Apparel Market Reconceptualization
Markets - Menswear vs Womenswear
Brands vs Manufacturing Mapping Nike Case Study
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Fashion Industry Appreciation
Plan for Week 3
Mapping Nike Case Study
Written Quiz Independent Work - Images B of Fashion
Global Market Global Trade
Apparel Industry Logic
Guessing Game
Role Play
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
Manufacturer
Exporters
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
Manufacturer
Exporters
NIKE Retail Stores
Worldwide
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
NIKE Regional
Marketing & RetailOffices
Manufacturer
Exporters
NIKE Retail Stores
Worldwide
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
NIKE Regional
Marketing & RetailOffices
Manufacturer
Exporters
NIKE Retail Stores
Worldwide
Manufacturers
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
NIKE Regional
Marketing & RetailOffices
Manufacturer
Exporters
NIKE Retail Stores
Worldwide
Manufacturers
NIKE Retail Stores India
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Case Study - Nike
NIKE Head Office, USA
NIKE Liason
Offices RegionalSourcing
NIKE Regional
Marketing & RetailOffices
Manufacturer
Exporters
NIKE Retail Stores
Worldwide
Manufacturers
NIKE Retail Stores India
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Market
Regional Manufacturers
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Market
Global Manufacturers
International Trade
WHY?
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Why did countries becamemanufacturers ?
Availability of Labour
Less expensive Availability of Raw Material
Low Investment Capability
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Which was the First Country to
start exporting Apparel ?
1930s
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Japan
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Fashion Industry Globalisation
Other less developed countries started toimitate Japan
Taiwan
S.Korea Hong Kong
India
Pakistan
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Fashion Industry Globalisation
The business of domestic manufacturerswas threatened
Wage differential / hr
Switzerland - $25.46 US - $11.89 UK - $10.74 Taiwan - $5.84
Philippines - $0.95 India - $0.58 China - $0.48 Bangladesh - $0.26
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Fashion Industry Globalisation
Apparel/Textile Trade became very hostile
Many companies went out of business
Other firms restructured to become moreefficient or specialised in one particulararea.
US, UK, GermanyTrade deficits in Textile / Apparel
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What do you think they did ?
Stakeholders
Industry
GovernmentConsumers
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What do you think they did ?
Stakeholders
Industry
GovernmentConsumers
Role Play
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Fashion Industry Appreciation
Review of Week 3
Mapping Nike Case Study
Written Quiz Independent Work - Images B of Fashion
Global Market Global Trade
Reconceptualisation Impact of InternationalTrade on Domestic Economy
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Fashion Industry Appreciation
Plan for Week 4
Review of Quiz (contd)
Independent Work - Images B of Fashion Free Trade vs Protectionism
Global Industry (contd)
Careers
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International Trade Agreements
1947 - GATT - General Agreement onTariffs and Trade
1974 - MFA - Multi Fibre Arrangement-
Establishment ofQUOTAS
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Quotas
Numerical Restriction on Imports froma country
Bi lateral Agreement
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Protectionism vs Free Trade
Officially many Countries supporteda Free Trade position
Free Trade - Domestic producersthat are not competitive are not
entitled to special protection fromimports
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Protectionism vs Free Trade
Nations affected by protectionism couldretaliate and other industries can getaffected adversely
Erecting Barriers to goods from othernations creates political ill will
Protectionism leads to high prices forconsumers
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Most Countries were unhappy withQuotas
Strong Apparel / Textile Lobby
worlds largest manufacturing
employer
Protectionism vs Free Trade
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Free Trade
1995 - WTO - World Trade Organisation
2005 Quotas were Abolished
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Free Trade
What do you think happened ?
Exporters
Buyers
C
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Careers..
Export House Buying Agency
Liason / Sourcing Office for a Global
Brand/Store Domestic Brand
Retail Store
Manufacturing Unit Entrepreneur
Allied Business
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Which is Indias biggestApparel Brand ?
-turnover-
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VIP
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Fashion Industry Appreciation
Plan for Week 9
Review of ConsumerBehaviour
Relationship between Consumer & Retailing Functions of Retailing
Retailing Mix
Department Stores
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RETAILING
An Appreciation
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Todays Consumer
If a consumer has a need or want foralmost any imaginable product or serviceand lives in a sizeable community, theconsumer will expect to have readyaccess to one or more businesses thatwant to provide the needed product orservice.
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Todays Retailers
Although consumers may not alwaysclearly express their expectations, a keyelement to success in retailing is tounderstand clearly - and in some mannerto meet or to exceed - consumerexpectations
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Retailing Function I
To create product and servicesassortments that anticipate and fulfill
consumer / family needs and wants
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Creation of Assortments
Supermarkets - 8,000 - 10,000 different items
Discount Stores - 30,000 - 75,000 differentitems
Department stores - hundreds of thousands Speciality Stores - 5,000 - 20,000 items
Vending Machines - 3 - 30 items
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Retailing Function II
To offer products and services in quantitiessmall enough for individual or family
consumption
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Breaking Bulk
Manufacturer wants to make a million ofthe same item
Consumer wants to buy one
Retailer has to resolve the difference
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Retailing Function III
To provide for ready exchange of value through
efficient handling of transactions
convenient hours and locations
information that is useful in making choices
competitive prices
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Ready Exchange of Value
Time Convenience
Place Convenience
Transitional Efficiency
Information Availability
Competitive Prices
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The Retailing Mix
Location
Store Design & Display
Merchandise Assortments
Pricing
Advertising & Promotion
Services
Organisation / Personnel
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Department Stores
Characteristics
yBroad Variety
yDeep Assortment
yOrganised by DepartmentsMenswearWomenswearChildrenswearHomefurnishings / FurnitureToys and GamesConsumer ElectronicsKitchenware
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Department Stores
Prevalance ofBranded ProductsNational BrandsPrivate LabelInhouse Label
y
Full range of customer services
yLarge no: of salespeople
yHigh volume
yModerate to high price
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Department Stores
Macys - USA Sears - USA JC Penny - USA
Bloomingdales - USA Marks & Spencer - UK Bon Marche France Karstadt Germany
Seibu - Japan Lifestyle India Shoppers Stop - India