Case Studies in Fashion Business
Case Studies in Fashion Business
Case Study One – Old Navy
Old Navy assigns the task of “figuring out plus” to the merchandise team because the division is better placed to handle the task. Merchandisers are in charge of the appearance of the product as well as for the supply in different stores throughout their specified geographic areas (HECOL 241: Fashion Industries, 2021 a). The merchandising team works closely with both the organization and suppliers, and ensures that the promotion of generated products will enhance sales over a particular period of time. One of the main reasons for assigning the task to the merchandise team is because the team has much information about buyers and comprehends what consumers need (HECOL 241: Fashion Industries, 2021 a). Moreover, the merchandising team gets the job because it is in a position to conduct product positioning quite effectively and has the capacity to practice visually-attractive that appeal to consumers’ attention. However, the team must deploy effective merchandise management techniques to achieve the targeted outcomes. The team in this case must decide on the items to present as well as decide on inventory levels. Moreover, the merchandise team that determines the appearance of a product is better placed to judge how the items should be priced (HECOL 241: Fashion Industries, 2021 a). Thus, the merchandise team in this case serves as the foundation unit that is best placed to manage the merchandise in the retail store.
Old Navy has opted to do away with division that focused on plus-size clothing and is embracing an approach where all women’s fashion are sold together. It is diverted its attention from plus size as an idea and now treats all clothes equally. Henceforth, all designs will be available in plus sizes to achieve sameness in the treatment of all consumers (Bloomberg, 2021). The approach makes sense taking into account that many consumers in Canada fail to get clothes locally because of their body size. For example, Marielle Terhart who has unmatched love for ethical fashion argues that shopping locally is not an ideal alternative with her large body size (size 22) (CBC, 2019). Marielle has turned to Instagram to express her desire for ethical fashion after learning that most local clothing stores do not focus on plus size clothing. According to Marielle, the seclusion is a form of discrimination that targets people with large bodies that could escalate further if nothing happens to salvage the situation (CBC, 2019). Marielle informs that retailers need to treat consumers with large bodies in the same way they treat all other consumers because the seclusion denies them the chance to generate a lot of money from this group of consumers. Peters (2021) also advocates for the fat liberation movement that he believes will transform how cloth manufacturers need to transform how they perceive their production to consider fat buyers as deserving equal attention in production. Hence, based on the argument in these two articles, Old Navy makes the right decision in choosing to treat all its manufacturing processes equally.
Marketing plays fundamental roles in a business and it is the reason why Old Navy has embarked on marketing its fit and plus size clothes on the same basis. The group understands that effective marketing practices makes companies more adaptive and provides an opportunity to achieve financial success. Moreover, effective marketing practices presents an opportunity to earn consumer trust and to acquire a better view of the marketplace. Consequently, the retailer has made significant investment in its marketing practices with the objective of reaching out to more consumers. Old Navy has made tremendous steps in fashion marketing, which is a vital aspects of the apparel sector, which entails linking products of brands and fashion designers to the wholesale consumers and buyers” (HECOL 241: Fashion Industries, 2021). The group also pays considerable attention to its marketing environment, which is what a firm needs to do to uphold good relationships with its buyers. The many benefits that come with marketing is the reason why the retailer has embarked on marketing campaigns such as BodEquality that seek to market plus size and fit clothing as being the same.
Case Study Two – La Maison Simons
La Maison Simons is a type of a fashion retailer based on what it sells. The retailer sells a wide range of products from a wide range of brands. For example, the bags and accessory brands at the Simons store comprise of brands such as Hermes, Chanel, Louis Vuitton, and Prada among others. Some of the women’s apparel brand available at Simons include John Galliano, Versace, and Jean Paul Gaultier. In addition to apparel and bags, Simons sells other products that define it as a fashion retailer. For example, the group sells bracelets and watches that vary in quality and price. Simons and similar retailers embrace various approaches to position themselves in the market. For example, Simons positions itself by embracing unique styles that distinguish them from other operators in the sector. Moreover, retailers such as Simons distinguishes its operations from the rest by focusing on second hand products, but still maintaining the quality and appearance. The group acknowledges the importance of brand positioning because the approach is an integral element that defines its brands relative to others. Fashion retailers have come a long way to achieve the current situation where most can deploy technology to facilitate operations.
Simons has entered the resale market as a strategy that it believes will help it expand its audience and appeal to more consumers. Even though the group has not become a reseller in itself, it embraces measures that make it possible to capture the resale opportunities. One way that Simons manages to create opportunities for itself is through effective marketing practices. The retailer, for example, deploys the four Ps or marketing also known as marketing mix, which requires a firm to focus on how it develops and places its products, as well as pay much attention to pricing techniques and promotion (HECOL 241: Fashion Industries, 2021). However, depending on the nature of its products Simons pays consider attention to an addition 3Ps, which are physical evidence, process, and people (HECOL 241: Fashion Industries, 2021). Another way the retailer manages to create opportunities for itself is it engages in merchandise activities creatively and pays considerable attention to selling its products through online platforms. For instance, the group has advanced its website such that buyers can view the products it sells and their prices. Moreover, the company has ventured into social media marketing, which offers it an opportunity to reach out to many consumers not only in Canada but also in other parts of the globe.
Simons has ventured into vintage apparel and accessories with the objective of not only distinguishing the retailer from the rest but also with the goal of attracting more consumers. It is apparent that venturing into the area is an effective sustainability initiative that will advance the brand image as well as competitive advantage. Moreover, paying considerable attention to this area presents the chance to minimize cost of operation as well as improve productivity. Simons is at a good place to minimize cost by focusing on the area because second hand items are not as costly as new items to produce or acquire. The company is also likely to achieve sustainability by venturing into vintage apparel and accessories because it is possible to minimize waste significantly by focusing on reused products. Minimizing the production of waste presents other benefits to the retailer such as ability to save more money, increased opportunity to conserve energy and natural resources, and achieve consumer demands for environmentally conscious corporations. Therefore, Simons should not relent in its attempts to progress in this area and instead put more attention and resources into it to prosper in achieving the highly desired sustainability. Focusing on sustainable practices also provides the retailer with an opportunity to achieve competitive advantage now that fashion retailers and other companies are embracing a wide range of measures to attract and maintain more consumers.
Case Study Three
Thesus manufactures a wide range of footwear with the aim of attracting a wider audience of consumers. Some of the best-selling boots by the company, include the Weekend Boot, The Weekend Boot Z, and the Terrus. Each of these shows have their unique features, but they share the same price ($198) (Thesus, 2021). However, this analysis pays attention to the Weekend Boot that is sustainably manufactured from 95% recycled and natural materials. The shoes make the owner feel comfortable all day. The designer deploys a minimalist style to take owners wherever they want (Thesus, 2021). The particular type of shoe forms a product line because it is part of related goods all marketed under one brand that is marketed and sold by the same firm. Firms usually add to their product line because buyers are more likely to buy good from brands with which they have prior relationship.
Thesus should adopt the most suitable and effective forms to react to the key market trends that impact on the global footwear market. One trend Thesus should look out for is that buyers are increasingly in search of designer athletic footwear incorporates features of sports design (Global News Wire, 2021). However, Thesus must make significant transformation in its design and production to satisfy consumers who require such type of products. The firm needs to understand that the persistent shift to more active lifestyles impact on the demand for athletic footwear in Canada and other parts of the world (Global News Wire, 2021). The group in this case may have to get new designers as well as machines to enable it venture into this area. Another trend that the firm should consider is use of technology that continues to impact on operations in various sectors. The company in this case must ensure that it deploys technology in various aspects of operations, including relating with buyers. However, failing to monitor, understand, and respond to the trend could affect how the firm progresses.
Thesus has enacted various measures that it believes will help to improve its supply chain activities. For example, the group values how it connects with various stakeholders, including suppliers (Thesus, 2021 a). The firm while relating with its suppliers focuses on achieving sustainability and upholding transparency and accountability in all it does (Thesus, 2021 a). Furthermore, the group aspires to improve its supply chain activities by establishing factories in different parts of the world to ease production, storage and sales. The company is committed to working in places in the world that have effective systems and proper leadership to encourage a descent form of living. However, the company can consider various factors that would make its supply chain activities more effective. For example, the firm should review its supply chain processes to ensure that it excels in the various areas such as value addition, processing, and dispatching and delivery that are some of the essential activities associated with supply chain (HECOL 241: Fashion Industries, 2021 b). Nonetheless, Thesus is in the right path in the way it handles its supply chain activities.
The study pays attention to three different case studies while focusing on the fashion retailer sector. The first case is about the Canadian Old Navy that focuses on how the retailer is changing its perceptions regarding plus size apparel. The group now consider plus size and fit apparel as the same to shutter the perception that the group does not pay considerable attention to consumers with large body sizes. The second case is about Simons that is venturing into resale market with the hope of achieving sustainability and increasing its competitive advantage. The third case study is about Thesus and describes how the firm engages in its operations in various areas. The study reveals that each of these firms embrace techniques that they believe will put them ahead of their competitors and present an opportunity to strengthen the brand’s name.
CBC. (2019). Edmonton advocate calls for more inclusive spaces for plus-size women. Retrieved from https://www.cbc.ca/news/canada/edmonton/edmonton-plus-size-thicker -discrimination-social-media-1.5280124
Bloomberg. (2021). Old Navy to normalise plus-size apparel in growth push. Retrieved from https://www.businessoffashion.com/news/retail/old-navy-tries-to-normalise-plus-size-apparel-in-growth-push/
Global News Wire. (2021). Athletic footwear market – growth, trends, COVID-19 impact, and forecasts (2021 – 2026). Retrieved from https://www.globenewswire.com/news -release/2021/08/18/2282699/0/en/Athletic-Footwear-Market-Growth-Trends-COVID-19-Impact-and-Forecasts-2021-2026.html
HECOL 241: Fashion Industries. (2021). Marketing a fashion brand.
HECOL 241: Fashion Industries. (2021 a). Fashion retailing: Operational & merchandising strategies.
HECOL 241: Fashion Industries. (2021 b). Fashion supply/value chains. Old Navy. (2021). Old Navy. Retrieved from https://oldnavy.gapcanada.ca/browse/category.do?cid=1185233&mlink=5151,1,HP_Prim_1_b
Peters, L. (2021). Discourses of discontent: Fashion, feminism and the commodification of fat women’s anger. Fat Studies, doi.org/10.1080/21604851.2021.1913813
Thesus. (2021). Thesus. Retrieved from https://thesusoutdoors.com/
Thesus. (2021 a). Thesus. Retrieved from https://thesusoutdoors.com/pages/values-new