Contemporary Case Studies on Fashion Production, Marketing and Operations (eBook)

Pui-Sze Chow, Chun-Hung Chiu, Amy C. Y. Yip, Ailie K. Y. Tang (Herausgeber)

eBook Download: PDF

2017 | 1st ed. 2018
XIV, 243 Seiten
Springer Singapore (Verlag)
978-981-10-7007-5 (ISBN)

Infos

This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.

Dr. Pui-Sze CHOW (Linda) was a Postdoctoral Research Associate and Adjunct Professor at Centennial College, Hong Kong (a subsidiary of the University of Hong Kong). Adopting multi- methodological approach, she has been actively participating in a number of research studies in fashion supply chain management and sustainability. She has published in several top peer- referred academic journals, including Annals of Operations Research, IEEE Transactions on Systems, Man, and Cybernetics: Systems, International Journal of Production Economics, Journal of Business Research and Omega. She also contributed to a number of book chapters related to different functions in fashion business such as inventory management, branding, and sustainability. Dr. Chow was a recipient of the Textile Institute Research Publication Award in 2014. She is currently a member of the editorial boards of Production and Operations Management as well as European Management Journal. She was also a guest-editor for International Journal of Inventory Research.

Dr. Chun-Hung CHIU received his Ph.D. degree in Systems Engineering and Engineering

Management from The Chinese University of Hong Kong in 2004. He is currently an Associate Professor at Business School, Sun Yat-sen University, Guangzhou, China. His research interests include supply chain management, operations risk management, supply chain finance, and mathematical finance. He has published in several top peer-referred academic journals including Production and Operation Management, European Journal of Operational Research, Transportation Research Part E, Quantitative Finance, OMEGA, Annals of Operations Research, IEEE Transactions on Systems, Man and Cybernetics, Part A, Systems and Human, Automatica, International Journal of Production Economics, and Operations Research Letters. Dr. Chiu is currently an Associate Editor of International Journal of Inventory Research, and he has guest-edited various special issues of well-established journals which include Transportation Research Part E, European Management Journal, and Mathematical Problems in Engineering. He is an editorial review board member of Production and Operations Management.

Dr. Choi Yee YIP (Amy) is currently a Visiting Assistant Professor at City University of Hong

Kong. She is a CFA charterholder and has extensive industry experiences in both the securities and banking industries. Prior to joining the education sector, Dr. Yip was a management consultant at the leading international consulting firm, Andersen Consulting (currently known as Accenture). She was responsible for providing consulting services and advises to a number of major financial institutions in Hong Kong, including the Hong Kong Exchanges and Clearing Limited (HKEX), Securities and Futures Commission (SFC), and Standard Chartered Bank. Besides, she has worked at the HSBC trading floor and was the Operations Manager in an Internet start-up. She has led a number of case research projects on companies in various industries, such as banking, retail, transportation, securities, property development, marketing, and technology. Her research interest includes corporate governance, eCommerce, business model design, banking operations, and corporate social responsibility (CSR).

Dr. Ailie K.Y. Tang is an Assistant Professor at Centennial College (An independent College established by The University of Hong Kong). She received her Ph.D. in business from The Hong Kong Polytechnic University. She is also the Director of Case Research Centre at Centennial College, which aims to advance case-based, integrated teaching and learning in the tertiary sector. The Centre develops business cases on companies and organizations of different sizes and natures, from listed companies, MNCs, SMEs to NGOs and social enterprises. Cases are developed on topical issues in various industries including financial services, eCommerce, IT, manufacturing, food and beverage, and retailing. Dr. Tang has published in top international journals such as California Management Review, International Journal of Production Economics, Journal of Cleaner Production, Business Strategy and the Environment, and International Journal of Operations and Production Management. She received the Emerging Economies Young Researcher Award from the Production and Operations Management Society in 2010 and Nominated Award in 2015 Global Contest for the Best China-Focused Cases from China Europe International Business School.

Inhalt

Preface 6
Part I: Case Studies on Fashion Production 8
Part II: Case Studies on Fashion Branding and Marketing 8
Part III: Case Studies on Fashion Operations 9
Part IV: Case Studies on Sustainability and Fashion Industry 10
Contents 12
Contributors 14
Cases on Fashion Production 16
1 USA Apparel Manufacturing and Domestic Sourcing 17
Abstract 17
1.1 Introduction 17
1.2 Literature Review 18
1.2.1 Smaller Firms: Niche Markets 18
1.2.2 Porter’s Five Forces Model 20
1.2.3 Diamond Model 21
1.2.4 Lean and Agile Manufacturing Concepts 22
1.3 Case Studies 23
1.3.1 Case Study 1: Tyndale 23
1.3.1.1 Domestic Versus Offshore Production 24
1.3.2 Case Study 2: 3fe Apparel 26
1.3.2.1 Domestic Versus Offshore Production 27
1.3.3 Case Study 3: Lela Rose 28
1.3.3.1 Domestic Versus Offshore Production 29
1.3.4 Case Study 4: Trina Turk 30
1.3.4.1 Domestic Versus Offshore Production 31
1.3.5 Case Study 5: Green 3 Apparel 32
1.3.5.1 Domestic Versus Offshore Production 33
1.4 Analysis of Case Studies 34
1.5 Theory Building for a Domestic and Balanced Sourcing Model 35
1.6 Domestic and Balanced Sourcing Model 36
1.7 Conclusion and Further Research 38
References 39
2 Product Development Process of an International Luxury Fashion Brand: Implications to Hong Kong Fashion Trading and Manufacturing Companies 41
Abstract 41
2.1 Introduction 41
2.2 Literature Review 42
2.3 Case Study: The Product Development Process of Brand A 43
2.3.1 Materials Sourcing 44
2.3.2 Sample Making 45
2.3.2.1 Pattern Making 45
2.3.2.2 Cutting 46
2.3.2.3 Proto Making 46
2.3.2.4 CAD/CAM Sizing and Marker Making 46
2.3.3 Materials and Product Inspection 47
2.4 The Product Development Process in HK Trading and Manufacturing Companies 48
2.4.1 Materials Sourcing 48
2.4.2 Sample Making 48
2.4.2.1 Pattern Making and Cutting 49
2.4.2.2 Proto Making 49
2.5 Comparison and Discussions 50
2.6 Implications 52
2.6.1 Challenges 52
2.6.2 Proposed Measures 52
2.6.2.1 From Brand A’s Case 52
2.6.2.2 Other Measures 53
2.7 Conclusion 54
Acknowledgements 54
References 54
3 Application of Laser Technology in Fashion Industry 56
Abstract 56
3.1 Introduction 57
3.2 Laser Technology 57
3.2.1 Types of Lasing Media 57
3.2.2 Laser Classification Based on Hazards 58
3.3 Application of Laser in Fashion Industry 58
3.3.1 Laser Cutting 58
3.3.2 Laser Engraving 59
3.3.3 Fabric Fault Detection 61
3.3.4 Objective Evaluation of Seam Pucker 62
3.3.5 Body Scanning 62
3.3.6 Welded Garment Production 63
3.3.7 Bar code Scanning 64
3.3.8 Metal Detection 64
3.3.9 Garment Inventory Management 64
3.3.10 Antimicrobial Finishes 65
3.4 Conclusions 65
Acknowledgements 67
References 67
Cases on Fashion Branding and Marketing 70
4 Vintage Fashion Retailing: Building the Store Brand 71
Abstract 71
4.1 Introduction 71
4.2 Building the Fashion Retailer Brand 73
4.2.1 Telling the Brand Story 74
4.3 Building the Vintage Fashion Retailer Brand 75
4.3.1 Defining Vintage Fashion 75
4.3.2 Defining the Vintage Consumer 76
4.3.3 Creating and Telling the Vintage Fashion Retailer Brand Story 76
4.3.4 Operationalising Vintage Brands 78
4.3.4.1 Vintage Fashion Retailer Merchandise Strategy 78
4.3.4.2 Building the Vintage Fashion Brand/Store Image 80
4.3.4.3 Building and Maintaining Customer Communications 80
4.3.4.4 Delivering Customer Service 81
4.4 Conclusion 81
References 82
5 The Internationalization of Italian Luxury Brands. The Missoni Case 84
Abstract 84
5.1 Introduction 85
5.2 Fashion Luxury Brands and the Internationalization Process: A Literature Review 86
5.3 Research Method and Case Selection 88
5.4 Branding Strategies and Internationalization in the Missoni Case 89
5.4.1 A Brief History 89
5.4.2 The Brand Values and Collections 90
5.4.3 The Brand Internationalization 91
5.4.4 Rethinking How to Approach International Markets 93
5.5 Case Discussion and Conclusions 95
References 98
6 Luxury Branding and Digitalisation: The Case of European Brands in China 100
Abstract 100
6.1 Introduction 101
6.2 Literature Review 103
6.2.1 Luxury from Past to Present to the Future of Luxury 103
6.2.2 Luxury Fashion and China: From Production Hub to Luxury and Fashion Driver ‘Chinese Way’ 104
6.3 Methodology 107
6.4 European and Italian Luxury Fashion Brands: Discussion 108
6.4.1 Case 1: Italian luxury Brand A 108
6.4.2 Case 2: British luxury brand B 109
6.4.3 Case 3: Italian Luxury Brand C 111
6.5 Conclusion 113
References 114
7 Good Practices and Considerations in Conducting Email Survey for Fashion Retail Industry 116
Abstract 116
7.1 Introduction 116
7.2 Literature Review 118
7.3 Survey 121
7.4 Challenges and Considerations 123
7.5 Conclusion 126
References 127
Cases on Fashion Retailing and Operations 129
8 The Key Role of Retail Stores in Fast Fashion Companies: The H& M Case Study
Abstract 130
8.1 Introduction 130
8.2 Theoretical Background 131
8.2.1 Fast Fashion Business Model 131
8.2.2 Store Design and Flagship Store Format 133
8.3 Methodology: The H& M Case Study
8.3.1 H& M History
8.3.2 H& M Overview
8.3.3 H& M Business Model
8.3.4 H& M Store Design and Flagship Stores
8.4 Discussion 142
8.5 Conclusion 143
References 144
9 Fashion Business Case Study on the German Click & Collect Situation
Abstract 147
9.1 Omnichanneling and Click & Collect
9.2 Click & Collect Performance Measurement Method
9.3 Offline Shopping Experience 160
9.4 Mobile Shopping Experience 165
9.5 Online Shopping Experience 166
9.6 Discussion 169
References 170
10 Supply Chain Strategic Fit: Two Fashion-Renting Cases 172
Abstract 172
10.1 Introduction 172
10.2 Literature Review 174
10.3 Case I: Rent the Runway 175
10.3.1 Company Background 175
10.3.2 Distribution Channels and Rental Procedures 176
10.3.3 Logistics Strategy 177
10.3.3.1 Early Development Stage 177
10.3.3.2 Strategy Change 178
10.3.4 Discussion 179
10.3.4.1 Influential Factors in the Strategy’s Redefinition 179
10.3.4.2 Benefits of the Change 180
10.4 Case II: Meilizu 181
10.4.1 Company Background 181
10.4.2 The Market Faced by Meilizu 182
10.4.3 Strategy Choice 182
10.4.4 Discussion 183
10.5 Concluding Summary 184
Acknowledgements 185
References 185
Websites Visited 186
Websites for Meilizu 186
Websites for Rent the Runway 186
Websites for Other Fashion-Renting Companies in China 186
Cases on Sustainability and Fashion Industry 187
11 Sustainable Innovation in the Apparel Supply Chain: Case Study on TAL Apparel Limited 188
Abstract 188
11.1 Introduction 189
11.2 Literature Review: Sustainable Supply Chain Innovation 189
11.3 Innovation Strategy: TAL the Innovative Manufacturer 192
11.4 Leveraging Network of Support and Co-creation 193
11.4.1 Shared Value with Suppliers 194
11.4.2 Employee Engagement 195
11.4.3 Industry Collaboration Through Sustainable Apparel Coalition 196
11.4.4 Producing Recycled Cotton Clothing Line with Patagonia 197
11.4.5 Collaboration with Environmental Organizations 198
11.5 Challenges and Future Ahead 199
11.6 Conclusions 201
References 201
List of Websites 202
12 Sustainable Development in the Supplier Chain: Analysis of a Brazilian Fashion Retailer’s Social Responsibility Program 203
Abstract 203
12.1 Introduction 203
12.2 Literature Review 205
12.2.1 Sustainable Development 205
12.2.2 Corporate Social Responsibility 206
12.2.3 Productive Strategies 207
12.2.4 Governance of the Production Chain of Fashion Clothing 209
12.3 Methodological Procedures 211
12.3.1 The Company 212
12.3.2 Description of the Monitoring 212
12.3.3 Supplier Selection Criteria 213
12.3.4 The Analyzed Requirements 214
12.3.5 Results Obtained with the Corporate Social Responsibility Program 215
12.4 Final Considerations 217
References 219
13 Towards Closed-Loop Fashion Supply Chains—Reflections from Retailer-Facilitated Used Apparel Collection Programs 222
Abstract 222
13.1 Introduction 223
13.2 Literature Review 224
13.2.1 The Concept of 3R “Reduce, Reuse, Recycle” 224
13.2.2 Closed-Loop Supply Chains and Reverse Logistics 225
13.2.3 Remanufacturing and Recycling in the Fashion Industry 226
13.3 Examples of Retailer-Facilitated Used Apparel Programs 227
13.3.1 Fast Retailing Co., Ltd. (Uniqlo) 227
13.3.2 Patagonia Inc. (Patagonia) 229
13.3.3 Eileen Fisher 231
13.3.4 Hennes & Mauritz (H&
13.4 Discussion and Implications 233
13.4.1 Features of Current Retailer-Facilitated UAC Programs 233
13.4.1.1 Choice of Recycling Partners 233
13.4.1.2 Restriction on Brands and Types of Garments Collected 234
13.4.1.3 Outlets for the Clothing Collected 234
13.4.1.4 Incentive Provision for Clothing Donation 235
13.4.2 Merits of Retailers’ Facilitation on UAC Programs 235
13.4.2.1 Fashion Retailers as Effective Post-consumer Waste Collectors 236
13.4.2.2 Fashion Retailers Provides Effective Marketing and Promotion Campaigns 236
13.4.2.3 Partnership Between Fashion Retailers and NGOs to Make Additional Social Impact 237
13.4.3 Implications from the Cases 237
13.5 Concluding Remarks 239
Acknowledgements 240
References 240
Index 243

Produkt-Details

• Erscheint lt. Verlag: 4.12.2017
• Reihe/Serie: Springer Series in Fashion Business
• Reihe/Serie: Springer Series in Fashion Business
• Zusatzinfo: XIV, 243 p. 33 illus., 23 illus. in color.
• Verlagsort: Singapore
• Sprache: englisch
• Themenwelt: Technik
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Logistik / Produktion
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Analytics for Fashion Business • Branding and Internationalization of Fashion Brands • Case Studies in Fashion Business • Contemporary Practices in Fashion Industry • Retail Operations in Fashion Business • Social Media Marketing by Fashion Brands • Sustainable Fashion Production • Sustainable Practices in Fashion Business • textile engineering
• ISBN-10: 981-10-7007-5 / 9811070075
• ISBN-13: 978-981-10-7007-5 / 9789811070075