Fashion Marketing: Contemporary Issues, Second edition - Pr School

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Globalization: global markets and global supplies 25 As a consequence of this trend some major retailers and brand names have already announced a drastic reduction in the number of their supplying countries and partners. For example, Gap, which sources in 50 countries, have also indicated that in the future they will be able to choose their suppliers more freely and more carefully and to develop partnerships with them, focusing in particular on the improvement of labour practices (ILO, 2005). Summary This chapter has given the reader an overview of some of the complexities and insights into the interconnectedness of your local high street retail stores with the global economy. It began by defining fashion markets and fashion marketing. It discussed the relative importance of textile and clothing manufacture in the context of the world economy. Importance measured by size of regional and country trade flows, employment and individual country earnings from exports and the cost of imports. It moved on to examine the impact of China with its phenomenal capacity to produce textiles and clothing. China’s growth rate as the leading exporter is a cause for concern for many other manufacturing countries that were previously protected under quotas but now the gloves are off, in the battle for markets worldwide. India too is of great importance in this market place. The demise of the controlled market under WTO rules was discussed in some detail and an example was given to illustrate how rules, in any case, are often circumvented. Globalization as a phenomenon was discussed in detail and illustrated the different perspectives that various commentators have towards a concept of globalization. Interconnectedness of the global to the local domestic economy of the UK retail sector was then examined. Particular trends were discernable which have come into being since the first edition of the book such as the rise of supermarket fashion and its growing importance. Finally the connection was made to global sourcing and the trend towards developing global production networks. Importantly these networks are increasingly managed by ‘full package sourcing’ organizations external to the purchasing organization (it is an outsourced function). The next chapter moves on to discuss supply chain strategies, structures and relationships in this connected world. References Barber, W. J. (1967). A History of Economic Thought. Harmondsworth: Penguin. Beynon, J. and Dunkerley, D. (2000). The Reader. London: Athlone Press. Cairncross, F. (1998). The Death of Distance. London: Orion Business Books. Central Bank of Sri Lanka (2001). Central Bank Report. Colombo: Sri Lanka. Dicken, P. (1998). Global Shift. London: Paul Chapman. DTI (1998). The UK Clothing, Footwear and Textile Industry An Overview. London: Department of Trade and Industry.
26 Fashion Marketing Ghoshal, S. and Bartlett, C. A. (1998). Managing Across Borders The Transnational Solution. London: Random House Business Books. Govindarajan, V. and Gupta, A. (1998). Setting a course for the new global landscape. Financial Times, 30 January, Section 1, 35. Gray, J. (2002). False Dawn: The Delusions of Global Capitalism. 2nd Edn. London: Granta. Hines, T. and Zundel, M. (2006). Notions of practice: the case of the Sri Lanka Textile industry. In The Second Organization Studies Summer Workshop: Return to Practice: Understanding Organization As It Happens, Mykonos. Hofstede, G. (2001). Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd edition. Thousand Oaks: CA, Sage. ILO (2005). Promoting Fair Globalization in Textiles and Clothing in a Post MFA Environment. Geneva; ILO. ILO (2006). Global Employment Trends. Geneva: ILO. Jenkins, R. (2002). Pierre Bourdieu. Revised Edition, London: Routledge. Levy, B. (1995). Globalization and regionalisation: toward the shaping of a tripolar world economy? The International Executive, July/August, 37 (4), 34971. Mattelart, A. (2000). Networking the World 1794–2000. Minneapolis MN: University of Minnesota Press. Newsweek (1986). Rebuilding Corporate Empires: A New Global Formula 14 April. Oxfam (2005). Press Release EC decision to block Chinese clothing is bad for development Oxfam press release, 6 April 2005. Schirato, T. and Webb, J. (2003). Understanding Globalization. London: Sage. Schumaker, E. F. (1993). Small is Beautiful: A Study of Economics as if People Mattered. 2nd Edn., London: Vintage. SLAEA (2002). Five Year Strategy for the Sri Lankan Apparel Industry. Colombo; Sri Lanka: Sri Lankan Apparel Export Association. Sutherland, K. (Ed.) (1993). Adam Smith Wealth of Nations. Oxford: Oxford University Press. TNS (2005). Supermarket Clothing Statistics. London, TNS. World Bank Report (2005). Annual Report. New York, World Bank. WTO (2004). International Trade Statistics. New York, WTO. WTO (2005). International Trade Statistics. New York, WTO.
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
Page 80 and 81: Challenges of fashion buying and me
Page 98 and 99: 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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