11.07.2015 Views

Case Study 126 - Etro, Fino Mornasco, Como, Italy - SDI Group

Case Study 126 - Etro, Fino Mornasco, Como, Italy - SDI Group

Case Study 126 - Etro, Fino Mornasco, Como, Italy - SDI Group

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case studyETRO<strong>126</strong><strong>Fino</strong> <strong>Mornasco</strong> - COMOTAILORED SOLUTIONSERVICE TO STORESFLEXIBILE PROCESS


Key Factors<strong>SDI</strong>’s Solution for ETROETROcase study<strong>126</strong>TAILORED SOLUTION<strong>Etro</strong>’s existing system did not offer a tailored delivery service of products to theircustomers and stores. <strong>Etro</strong> needed a materials handling system to combine bulkdistribution and first class delivery of their high quality goods to their retail outlets.SERVICE TO STORES<strong>Etro</strong> is an Italian ready-to-wear label that appeals to the national and internationalmarket. A good distribution system is essential to ensure the delivery of theirproducts to their stores.FLEXIBILE PROCESS<strong>Etro</strong> has a wide range of products, from finished products to accessories, furnituredelivered direct to homes, from perfume to fabrics. The design solution neededto be flexible to deal with not only the commercial needs of the company but alsoto cope with various launch dates of new products that may require specialized orcustomized handling.OBJECTIVETHE PROJECTSIZINGTHE SOLUTIONMATERIAL HANDLINGThe continued increase in goodsoffered by <strong>Etro</strong>, its consolidation asa trademark symbol of the pret-aportermarket and national presencein all major international markets,lead to <strong>Etro</strong> requiring a new distributioncentre to be designed andimplemented. The primary objectiveof the project is to establish a structureto support the business growthof the company with a precise andflexible logistics system, which iscapable handling and storing morethan double the range of goods.The project was implemented in<strong>Fino</strong> <strong>Mornasco</strong> (<strong>Como</strong>) where thecompany already had its own operationfor managing textiles andperfumes.The design was developed based onthe seasonal statistics of the threeyears prior to the completion of theproject. The new design incorporatedthe various categories and typesof order projected over a period ofthree years plus two, taking intoaccount <strong>Etro</strong>’s new business plan todevelop new overseas markets.<strong>SDI</strong> designed the handling system,using data from <strong>Etro</strong>’s Logistics Directorate,whilst maintaining all ofthe “tailored” operational managementsystems that the company hasfor each of its leading products inevery phase of the logistics process.The sizing of the various operationalareas was analyzed by type of productand for peak handling.The handling system designed by<strong>SDI</strong>, using data from <strong>Etro</strong>’s LogisticsDirectorate, was developed whilemaintaining all of the “tailored”operational management systemsthat the company has for each of itsleading products in every phaseof the logistics process.The project provides a comprehensivesolution for the handling of goodsfrom receipt of the shipment, eitherflat packed or hung on hangers (definedas shirts, knitwear, accessories,bags and home)For hanging garments, a telescopicboom is used to unload goods fromthe vehicles, connecting to the goodsreceived area at ground level. Herethe goods are counted and certifiedas being correct and received in goodcondition.The stock and picking area is locatedon the first floor of the mezzaninestructure. This was designed to copewith future expansion. This areastores hanging coats and jackets hangingon two tiers of racking. Ordersare picked and then batches are transferredto ground level to the packingarea where the garments are placedinside the box trunks for shipment.The flat packed goods are handledentirely at ground level. The handlingof goods received is the same as forgoods on hangers, whilst storageand picking take place in the rackingarea. Again the orders are picked andbatches are sent to the same packingarea.All orders are consolidated foreach delivery address, collating thedifferent types of goods from eachcategory (up to this stage the goodsare handled separately and controlledby a separate RF). When the order iscollated, it has a unique serial barcodeattached, shrink wrapped and sentthe despatch loading area.The project provides a comprehensivesolution for the handling of goodsfrom receipt of the shipment, eitherflat packed or hung on hangers(defined as shirts, knitwear,accessories, bags and home).

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