Fashion Marketing: Contemporary Issues, Second edition - Pr School

50 Fashion Marketing
Comparisons drawn between different types of supply chain are always
interesting. In this respect comparative case study research has much to offer.
Why have Benetton chosen to take greater control of their supply chain by
vertically integrating operations and expanding the number of production
centres overseas. This is not simply a cost reduction exercise although that
may be an important outcome. They have taken this decision to gain control
over the supply chain to minimize risks as much as anything and to establish
centres close to where they think their markets may expand. Fashion and
fads in retail strategy could be explored to examine if the decisions taken are
influenced by patterns of development elsewhere in the sector. For example,
were Benetton influenced by Zara’s success in establishing new markets
in Europe outside of Spain quickly and effectively because they were a vertically
integrated company applying ‘fast fashion’ concepts (never repeating)
and adopting QR tools. Have other retailers copied or are they copying
aspects of the ways in which these companies manage their supply chains
or do they do things differently and if so what? We already know from the
literature that many of the ideas and supply chain concepts have developed
in manufacturing and in particular in automobile manufacture. Is managing
the supply chain in the retail sector different to managing an automotive
plant or an electronics plant? Is customization more or less important in
fashion retail supply chains than in the computer industry where companies
like Dell have led the way? What is different and what is similar about
these organizations, their supply chains, their business operations, their marketing
and their businesses? These are all interesting questions that when
answered we would all learn something from that would help explain different
aspects of supply chain management. Comparative research and research
conducted that is interdisciplinary would offer some useful insights in this
context.
Whatever aspects of supply chain management researchers’ examine it is
evident from the discussions within this chapter that supply chain management
is critical to the successful business management of retail organizations.
Researchers from different disciplines have much to offer in contributing to
these debates.
References
Axelrod, R. (1984). The Evolution of Co-operation. London: Penguin.
Barney, J. B. (1999). How a firm’s capabilities affect boundary decisions. Sloan
Management Review, 40 (3), 137–145.
Bull, A., Pitt, M. and Szarka, J. (1993). Entrepreneurial Textile Communities –
A Comparative Study of Small Textile and Clothing Firms. London: Chapman
and Hall.
Cairncross, F. (1998). The Death of Distance. London: Orion Business Books.
Camuffo, A., Romano, P. and Vinelli, A. (2001). Back to the future: Benetton
transforms its global network. MIT Sloan Management Review, 43 (1), 46–52.