Fashion Industry Appreciation Half

Fashion Industry Appreciation
Week 1 Introduction What do we want ? How can we get there ? Preview of Module Sacred Oath What can we learn from each other ?
Break Out Session

Aim ? Risks ? Sacrifices ?

Aim Content Recommended Reading Learning Outcomes Assessment
What will we learn

Consumer Retail Market Industry
Consumer
Consumer
Retail Market
Consumer
Retail Market
Industry
Context 4 weeks Consumer 4 weeks Retail Market 6 weeks Industry 12 weeks
What can we learn from each other ?

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

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
Apparel Market
0000 - 1800s Homemade garments All natural textiles 1818 - Brooks Brothers - sailors and middleclass men 1826 - Lord & Taylor - menswear 1851- Macys - menswear
Apparel Market
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
1929 - American Stock market Crash depression 1938 - Dupont launched Nylon - 1st synthetic fibre 1940s - WWII killed fashion Industry in France
US emerged as the Sportswear capital Women began wearing bifurcated clothing
Apparel Market
1949 Bloomingdales 1950s - growth of suburbia 1960s - malls - suburbs 1968 - Calvin Klein, Ralph Lauren 1975 - Liz Clairborne, Price Costco
2008 - Global Market

Nike Peter England Marks & Spencer San Frisco Benetton Esprit Park Avenue Chanel Bata Sony Mc Donalds
2008 - Global Market

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
Guessing Game
How many factories do these brands own ?
Nike Tommy Hilfiger Diesel GAP
NONE
Case Study - Nike

NIKE Head Office, USA NIKE Regional Marketing & Retail Offices
NIKE Liason Offices Regional Sourcing
Case Study - Nike

Case Study - Nike

Manufacturer Exporters
Manufacturers
Case Study - Nike

Manufacturer Exporters
Manufacturers
NIKE Retail Stores Worldwide
NIKE Retail Stores India

Plan for Week 3 Independent Work - Images B of Fashion Written Quiz Global Market Global Trade Apparel Industry Logic Guessing Game

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

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
Case Study - Nike

NIKE Head Office, USA
Case Study - Nike

NIKE Liason Offices Regional Sourcing Manufacturer Exporters
Case Study - Nike

Case Study - Nike

NIKE Regional Marketing & Retail Offices
Case Study - Nike

NIKE Regional Marketing & Retail Offices Manufacturers
Case Study - Nike

Case Study - Nike

Market Regional Manufacturers
Market Global Manufacturers International Trade WHY?
Why International Trade ?

Cost Variety
Why did countries became manufacturers ?

Availability of Labour
Less expensive
Availability of Raw Material Low Investment Capability
Which was the First Country to start exporting Apparel ?

1930s
Japan
Fashion Industry Globalisation

Other less developed countries started to imitate Japan Taiwan S.Korea Hong Kong India Pakistan

The business of domestic manufacturers was 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

Apparel/Textile Trade became very hostile Many companies went out of business Other firms restructured to become more efficient or specialised in one particular area. US, UK, Germany Trade deficits in Textile / Apparel
What do you think they did ?

Stakeholders Industry Government Consumers
Role Play
What do you think they did ?

Stakeholders Industry Government Consumers

Review of Week 3 Mapping Nike Case Study Written Quiz Independent Work - Images B of Fashion Global Market Global Trade Reconceptualisation Impact of International Trade on Domestic Economy

Plan for Week 4 Review of Quiz (contd) Independent Work - Images B of Fashion Free Trade vs Protectionism Global Industry (contd) Careers
International Trade Agreements

1947 - GATT - General Agreement on Tariffs and Trade 1974 - MFA - Multi Fibre Arrangement Establishment of QUOTAS
Quotas
Numerical Restriction on Imports from a country Bi lateral Agreement
Protectionism vs Free Trade

Officially many Countries supported a Free Trade position Free Trade - Domestic producers that are not competitive are not entitled to special protection from imports

Nations affected by protectionism could retaliate and other industries can get affected adversely Erecting Barriers to goods from other nations creates political ill will Protectionism leads to high prices for consumers

Most Countries were unhappy with Quotas Strong Apparel / Textile Lobby worlds largest manufacturing employer
Free Trade
1995 - WTO - World Trade Organisation 2005 Quotas were Abolished
Free Trade
What do you think happened ? Exporters Buyers
Careers..
Export House Buying Agency Liason / Sourcing Office for a Global Brand/Store Domestic Brand Retail Store Manufacturing Unit Entrepreneur Allied Business
Which is Indias biggest Apparel Brand ? -turnover-
VIP

Plan for Week 9 Review of Consumer Behaviour Relationship between Consumer & Retailing Functions of Retailing Retailing Mix Department Stores
RETAILING An Appreciation
Todays Consumer
If a consumer has a need or want for almost any imaginable product or service and lives in a sizeable community, the consumer will expect to have ready access to one or more businesses that want to provide the needed product or service.
Todays Retailers
Although consumers may not always clearly express their expectations, a key element to success in retailing is to understand clearly - and in some manner to meet or to exceed - consumer expectations
Retailing Function I
To create product and services assortments that anticipate and fulfill consumer / family needs and wants
Creation of Assortments
Supermarkets - 8,000 - 10,000 different items Discount Stores - 30,000 - 75,000 different items Department stores - hundreds of thousands Speciality Stores - 5,000 - 20,000 items Vending Machines - 3 - 30 items
Retailing Function II
To offer products and services in quantities small enough for individual or family consumption
Breaking Bulk
Manufacturer wants to make a million of the same item Consumer wants to buy one Retailer has to resolve the difference
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
Ready Exchange of Value

Time Convenience Place Convenience Transitional Efficiency Information Availability
Competitive Prices
The Retailing Mix

Location Store Design & Display Merchandise Assortments Pricing Advertising & Promotion Services Organisation / Personnel
Department Stores
Characteristics yBroad Variety yDeep Assortment yOrganised by Departments Menswear Womenswear Childrenswear Homefurnishings / Furniture Toys and Games Consumer Electronics Kitchenware
Department Stores
Prevalance of Branded Products National Brands Private Label Inhouse Label y Full range of customer services yLarge no: of salespeople yHigh volume yModerate to high price
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

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Fashion Industry Appreciation

Break Out Session