Fashion Marketing: Contemporary Issues, Second edition - Pr School

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Globalization: global markets and global supplies 5 Table 1.4 Leading exporters and importers of clothing, 2004 (Billion dollars and percentage) Share in world Value exports/imports Annual percentage change 2004 1980 1990 2000 2004 2000–2004 2002 2003 2004 Exporters EU (25) 74.92 – – 27.0 29.0 9 6 18 9 Extra-EU (25) exports 19.13 – – 6.9 7.4 9 4 13 11 China a 61.86 4.0 8.9 18.3 24.0 14 13 26 19 Hong Kong, China 25.10 – – – – 1 4 3 8 Domestic exports 8.14 11.5 8.6 5.0 3.2 5 10 2 1 Re-exports 16.96 – – – – 4 1 6 13 Turkey 11.19 0.3 3.1 3.3 4.3 14 21 24 12 Mexico a,b 7.20 0.0 0.5 4.4 2.8 4 3 5 2 India c 6.62 1.7 2.3 3.1 2.8 7 10 10 … USA 5.06 3.1 2.4 4.4 2.0 12 14 8 9 Romania 4.72 … 0.3 1.2 1.8 19 17 25 16 Indonesia 4.45 0.2 1.5 2.4 1.7 2 13 4 8 Bangladesh 4.44 0.0 0.6 2.0 1.7 3 7 13 0 Thailand b 4.05 0.7 2.6 1.9 1.6 1 0 1 12 Vietnam b 3.98 … … 0.9 1.5 22 41 35 12 Korea, Republic of 3.39 7.3 7.3 2.5 1.3 9 8 8 7 Tunisia 3.27 0.8 1.0 1.1 1.3 10 4 1 20 Pakistan 3.03 0.3 0.9 1.1 1.2 9 4 22 12 Above 15 206.32 – – 78.6 80.3 – – – – Importers EU (25) 121.66 – – 39.9 45.0 10 7 19 14 Extra-EU (25) imports 65.86 – – 20.9 24.4 11 7 20 15 USA 75.73 16.4 24.0 32.4 28.0 3 1 7 6 Japan 21.69 3.6 7.8 9.5 8.0 2 8 11 11 Hong Kong, China 17.13 – – – – 2 2 2 7 Retained imports 0.17 0.9 0.7 0.8 0.1 44 16 38 83 Russian Federation b 5.46 – – 1.3 2.0 19 27 25 13 Canada d 5.22 1.7 2.1 1.8 1.9 9 2 12 16 Switzerland 4.34 3.4 3.1 1.5 1.6 8 7 15 9 Korea, Republic of 2.75 0.0 0.1 0.6 1.0 20 38 13 8 Australia d 2.67 0.8 0.6 0.9 1.0 9 11 20 22 Mexico a,b,d 2.58 0.3 0.5 1.7 1.0 8 5 9 15 Singapore 2.06 0.3 0.8 0.9 0.8 2 7 8 6 Retained imports 0.56 0.2 0.3 0.3 0.2 0 18 7 12 United Arab Emirates b,c 2.05 0.6 0.5 0.7 0.8 … 15 15 … Norway 1.67 1.7 1.1 0.6 0.6 7 10 13 8 China a 1.54 0.1 0.0 0.6 0.6 7 6 5 8 Saudi Arabia c 1.03 1.6 0.7 0.4 0.4 … 6 13 … Above 15 250.61 – – 93.7 93.0 – – – – a Includes significant shipments through processing zones. b Includes Secretariat estimates. c 2003 instead of 2004. d Imports are valued free on board (f.o.b.) Source: WTO (2005).
6 <strong>Fashion</strong> <strong>Marketing</strong> The growing impact of China on world textile and clothing markets China has an estimated 40,000 textile and garment manufacturing firms and 24,000 textile mills with 19 million people employed in textile and clothing manufacture and a forecast growth rate of 17 per cent per annum to increase its capacity further (WTO 2004, 2005 and World Bank Report, 2005). China’s clothing imports into the UK stood at £1.7 billion in 2002 and they are expected to increase to £2.8 billion by 2005 when 20 per cent of all clothing purchases by UK consumers will have been made in China. China produced 20 billion garments in 2002 enough for each person on the planet to have four garments from China in their wardrobe. China had a positive textile and clothing trade balance with the rest of the world at $54.6 billion (US) with $50.4 being clothing and $4.2 being textiles. Perhaps it should be no surprise that the country with the most people is so dominant in a labour intensive industry such as clothing. Pure labour economics on the basis of supply and demand might lead us to conclude thus. China’s clothing exports to the USA stood at just around $9 billion in 1990, $25 billion in 1995 and they are forecast to rise to $70 billion by the end of 2005. This acceleration in growth is fuelled by the demise of the multi-fibre arrangement (MFA) quota system. Trade liberalization will also have the effect of lowering the price of goods by 46 per cent in the US market and by 42 per cent across the EU increasing further retail price cuts. The Chinese economy has grown fast over the past 20 years but average income is still only one twenty-fifth that of France and there are over 100 million people living in absolute poverty according to Oxfam (2005). According to ILO (2005) China’s clothing exports reached US $61.62 billion in value in 2004, while its import of fabrics, raw materials and textile machinery from other countries reached US $24.02 billion. China is the world’s third largest textile importer, just behind the EU and the USA. The Chinese textile industry is the world’s largest importer of raw cotton. China is also among the top importers of wool in the world (220,000 tons in 2004) and the world’s largest importer of textiles machinery and parts (importing US $4.48 billion in 2004, of which 43.1 per cent, or US $1.95 billion, came from the EU). India’s expected growing share of the world market India is also a beneficiary of the removal of the MFA and is expected to increase its share of the global textile business from 3 per cent to 15 per cent by 2010 according to the World Trade Organization (WTO). The textile industry in India employs 35 million people and accounts for nearly one-quarter of India’s exports. The impact that trade liberalization will have may be illustrated by one company’s (Matrix) reported expected growth from US $17 million turnover to around US $60 million by 2010 slightly lower than that expected for the Indian sector as a whole but nevertheless a significant
Page 2 and 3: Fashion Marketing
Page 4 and 5: Fashion Marketing Contemporary Issu
Page 6 and 7: Contents Foreword List of Contribut
Page 8 and 9: Contents vii Why do fashion retaile
Page 10 and 11: Contents ix 14 The international fl
Page 12 and 13: Foreword Fashion is driven by creat
Page 14 and 15: List of contributors Emma Banister
Page 16 and 17: List of Contributors xv identity. H
Page 18 and 19: List of Contributors xvii M. C. Lam
Page 20 and 21: Acknowledgements Tony would like to
Page 22 and 23: Introduction In this introduction t
Page 24 and 25: Introduction xxiii supermarket fash
Page 26 and 27: 1 Globalization: global markets and
Page 28 and 29: Globalization: global markets and g
Page 52 and 53: 2 Supply chain strategies, structur
Page 54 and 55: Supply chain strategies, structures
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Challenges of fashion buying and me
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4 Segmenting fashion consumers: rec
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Segmenting fashion consumers 75 req
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Segmenting fashion consumers 77 seg
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Segmenting fashion consumers 79 (19
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Segmenting fashion consumers 81 (20
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Segmenting fashion consumers 83 if
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Segmenting fashion consumers 85 of
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Segmenting fashion consumers 87 Gub
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5 Developing a research agenda for
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Developing a research agenda for th
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6 Retail brand marketing in the fas
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Retail brand marketing in the fashi
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Competitive marketing strategies of
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8 Store environment of fashion reta
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Store environment of fashion retail
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The process of trend development le
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Innovation management in creating n
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Marketing plan Phase 1: Line planni
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11 Consumers and their negative sel
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Consumers and their negative selves
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Fashion retailer desired and percei
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Schmidt (1995) Corporate Identity M
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13 Fashion e-tailing Ruth Marciniak
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Fashion e-tailing 261 retailers are
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Fashion e-tailing 263 Then and Delo
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Fashion e-tailing 265 STAGE ONE Dev
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Fashion e-tailing 267 and Vijaysara
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Fashion e-tailing 269 Table 13.2 Be
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Table 13.3 Empirical work on fashio
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Lu and Rucker Identification of pre
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Fashion e-tailing 275 Hall, J. (199
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14 The international flagship store
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The international flagship stores o
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15 The making and marketing of a tr
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The making and marketing of a trend
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Approaches to doing research 309 Cr
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Approaches to doing research 311 In
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Approaches to doing research 313 ch
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Index Accessible luxury, 178 Adidas
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Index 317 Couture shows, 183 Creati
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Index 319 free trade, 9-10 impact,
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Index 321 Micro-marketing, 198 Midd
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Index 323 design factor, 156-7 soci
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