MA phase presentation
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MA Fashion Marketing and Communicat MA Fashion Marketing and Communicat ion ion Project Title Project Title “ “ An investigation into the UK An investigation into the UK clothing sector for men’s clothing sector for men’s knitwear” knitwear” Master’s phase presentation Master’s phase presentation Ojas Mogrey Ojas Mogrey N0195481 N0195481
description
Final public presentation to qualify for the MA award.
Transcript of MA phase presentation
MA Fashion Marketing and CommunicationMA Fashion Marketing and Communication
Project TitleProject Title““An investigation into the UK An investigation into the UK
clothing sector for men’s knitwear”clothing sector for men’s knitwear”
Master’s phase presentationMaster’s phase presentation
Ojas MogreyOjas MogreyN0195481N0195481
Inspiration behind the topicInspiration behind the topic
History of knitwear History of knitwear business in business in Nottingham.Nottingham.
Past work experience Past work experience in knitwear export.in knitwear export.
Easy availability of Easy availability of information/data – A information/data – A challenge challenge
Aim and ObjectivesAim and Objectives
Aim – Men’s knitwear market in the UKAim – Men’s knitwear market in the UK
- Growing or Declining -- Growing or Declining -
Manufacturing
Supply chain Retailers Consumer
Research methodologyResearch methodology
Literature reviewLiterature review InterviewsInterviews ObservationObservation Technical visitsTechnical visits
BasicsBasics
‘‘Knitwear’ refers to any fabric which is knitted (as Knitwear’ refers to any fabric which is knitted (as opposed to woven) with particular thickness of opposed to woven) with particular thickness of
the yarn and being converted into garment the yarn and being converted into garment (McDonnell, S.).(McDonnell, S.).
Examples:Examples:
Jumper, Cardigan, SweaterJumper, Cardigan, Sweater
Source: Verdict research and Key Note, 20Source: Verdict research and Key Note, 200808
UK Market analysisUK Market analysis
84008600880090009200
£ M
2006 2007 2008
Year
050
100150200
£ M
2006 2007 2008
Year
Menswear market
Men’s knitwear market
What is the current impact on UK knitwear What is the current impact on UK knitwear manufacturing industry ?manufacturing industry ?
PositivePositive Increased productivityIncreased productivity Vertical integrationVertical integration
NegativeNegative Overseas competitionOverseas competition Closure of production Closure of production
unitsunits Reduction in exportsReduction in exports UnemploymentUnemployment
Source: Office for National StatisticsSource: Office for National Statistics
Consumer perspectiveConsumer perspective
3356
3508
4076
6621
3775
0 1000 2000 3000 4000 5000 6000 7000
16-24
25-34
35-44
45-64
65 +
Age
Population
280.1
416.4
565.7
598
563.7
0 200 400 600 800
18-21
22-29
30-39
40-49
50-59
Age
£ per week
Male population Male earnings/week
Influence of women/female companionInfluence of women/female companion
Fashion multiples V/S IndependentsFashion multiples V/S Independents
Sourcing capacity Sourcing capacity Quality of the productQuality of the product Price differencePrice difference Competition from supermarketsCompetition from supermarkets
Knitwear supply chainKnitwear supply chain
An extensive processAn extensive process Longer lead timeLonger lead time Leaders – China, Hong Kong and TurkeyLeaders – China, Hong Kong and Turkey
ConclusionConclusion
Clear decline in men’s Clear decline in men’s knitwear market.knitwear market.
Hardly any production Hardly any production activity left in the UK.activity left in the UK.
45 + male consumers 45 + male consumers Multiples has an edge Multiples has an edge
over the over the independents.independents.
UK retailers will UK retailers will continue to import.continue to import.
RecommendationsRecommendations
Investment in latest technologyInvestment in latest technology Better knitwear designs Better knitwear designs
Thank YouThank You
Dr. Alistair KnoxDr. Alistair Knox Ms. Yvonne Ms. Yvonne TrewTrew
