Readings Pt. 2

Question 1

The valuing of local resources and distributed economies

Answer 1

Slow Fashion:

Three lines of reflection

Question 2

Transparent production systems with less intermediation between producer and consumer

Answer 2

Slow Fashion:

Three lines of reflection

Question 3

Sustainable and sensorial products that have a longer usable life and are more highly valued than typical “consumables.”

Answer 3

Slow Fashion:

Three lines of reflection

Question 4

More than a literal opposite to fast fashion.

Answer 4

Slow Fashion:

Definition

Question 5

Identifies sustainable fashion solutions, based on the repositioning of strategies of design, production, consumption, use, and reuse

Answer 5

Slow Fashion:

Definition

Question 6

Challenge existing hierarchies of “designer,” “producer,” and “consumer;”

Answer 6

Slow Fashion:

Approaches

Question 7

Question the notion of fashion being concerned exclusively with the “new;”

Answer 7

Slow Fashion:

Approaches

Question 8

Challenge fashion’s reliance on image

Answer 8

Slow Fashion:

Approaches

Question 9

Present fashion as a choice rather than as a mandate

Answer 9

Slow Fashion:

Approaches

Question 10

Highlight collaborative/cooperative work—providing agency especially to women

Answer 10

Slow Fashion:

Approaches

Question 11

Think globally, act locally: identifies the local as a site of resistance against global culture, where consumers are assumed to have a sense of global responsibility

Answer 11

Slow Fashion:

Valuing of Local Resources and Distributed Economies

Question 12

Utilization of localized physical and social resources can provide an alternative to standardization, centralization, and moreover, to identical products.

Answer 12

Slow Fashion:

Valuing of Local Resources and Distributed Economies

Question 13

Ideas of “multi-local society” and a “distributed economy” where the global is comprised of a network of local systems.

Answer 13

Slow Fashion:

Valuing of Local Resources and Distributed Economies

Question 14

Way of understanding a product from the knowledge of how it is made, through its raw material to the end product, rather than just through consumption

Answer 14

Slow Fashion:

Sustainable Sensoriality

Question 15

Emotional attachment between human beings and clothes offers potential for designers wanting to explore fashion as a sustainable practice

Answer 15

Slow Fashion:

Sustainable Sensoriality

Question 16

Transparency = fashion practices that do not seek to obscure the origins of the products and producers with a generic “de-signer” or brand name.

Answer 16

Slow Fashion:

Transparent Production Systems and Less Intermediation between Producers and Consumer

Question 17

Smaller scale enterprises where the line between consumption and production, so well-defined in the global fashion industry, blends and morphs

Answer 17

Slow Fashion:

Transparent Production Systems and Less Intermediation between Producers and Consumer

Question 18

Design facilitates mass production and rapid turnaround of new styles ensuring shorter product (market) life cycles and encouraging consumption for fashion’s sake rather than for real need”

Answer 18

Slow Fashion:

Transparent Production Systems and Less Intermediation between Producers and Consumer

Question 19

A preference for internal control over manufacturing and distribution

Answer 19

Burberry Business Model:

Adjustments that resulted in success

Question 20

The expansion of the product portfolio to include a wider customer base

Answer 20

Burberry Business Model:

Adjustments that resulted in success

Question 21

The adoption of a multi-brand positioning,

Answer 21

Burberry Business Model:

Adjustments that resulted in success

Question 22

Heavy reliance upon a small base of core products

Answer 22

Burberry Business Model:

Key Strategic Issues in 1997

Question 23

A company-owned retail network based within non-strategic locations

Answer 23

Burberry Business Model:

Key Strategic Issues in 1997

Question 24

An inconsistent wholesale distribution strategy with Burberry products being sold in a wide- range of retail environments of varying quality;

Answer 24

Burberry Business Model:

Key Strategic Issues in 1997

Question 25

Parallel trading of Burberry products by legitimate wholesale customers to other non- approved distributors and stockists

Answer 25

Burberry Business Model:

Key Strategic Issues in 1997

Question 26

Poorly controlled licensing strategy which resulted in inconsistencies in prices, design and quality control across markets

Answer 26

Burberry Business Model:

Key Strategic Issues in 1997

Question 27

Ander-investment in corporate infrastructures, specifically in relation to marketing, merchandising, product development and other support functions

Answer 27

Burberry Business Model:

Key Strategic Issues in 1997

Question 28

Updated brand image by changing the name from Burberry’s to Burberry, new brand logo, and contemporary packaging

Answer 28

Burberry Business Model:

Brand Management

Question 29

Used leading models and reputable fashion photographers, while retaining distinctly British themes as the content of these advertisements

Answer 29

Burberry Business Model:

Brand Management

Question 30

Re-position as a relevant, contemporary and also credible high fashion brand = opening of a flagship store on New Bond Street in London. Adjacent to the other leading fashion and luxury brands in London – such as Gucci, Versace, YSL, Prada, Chanel, Bulgari and Asprey.

Answer 30

Burberry Business Model:

Brand Management

Question 31

Need to extend the range of products included in Burberry = the in- house design team was strengthened, particularly with the appointment of Christopher Bailey as design director.

Answer 31

Burberry Business Model:

Product Design and Sourcing

Question 32

For product sourcing, Burberry reduced its reliance upon licensees for product design and manufacture

Answer 32

Burberry Business Model:

Product Design and Sourcing

Question 33

The Burberry business model comprises four inter-related dimensions:

(1) Products.
(2) Manufacturing and sourcing.
(3) Distribution channels.
(4) Marketing communications.

Answer 33

Burberry Business Model:

Brand Distribution Model

Question 34

Clear positioning as an authentic British lifestyle brand, range extends from men’s, women’s and children’s apparel to include “soft” accessories alongside “hard” accessories

Answer 34

Burberry Business Model:

Brand Distribution Model –Products

Question 35

At an individual level, Burberry classifies their products as either continuity or seasonal.

Answer 35

Burberry Business Model:

Brand Distribution Model –Products

Question 36

Multi-level brand strategy that is comprised of six key brand levels:
Burberry Prorsum
Burberry London
Thomas Burberry
Burberry Blue
Burberry Black
Burberry Accessories

Answer 36

Burberry Business Model:

Brand Distribution Model –Products

Question 37

Integral to the re-positioning of Burberry in the late 1990s was the company’s determination to ensure that it maintained full control over the development, sourcing and manufacturing of the various collections.

Answer 37

Burberry Business Model:

Brand Distribution Model –Manufacturing and Sourcing

Question 38

Fabric procurement and pre- production = utilises its own fabric weaving operation to supply linings and fabrics.

Answer 38

Burberry Business Model:

Brand Distribution Model –Manufacturing and Sourcing

Question 39

Fabrics are sourced primarily from a limited number of European suppliers.

Answer 39

Burberry Business Model:

Brand Distribution Model –Manufacturing and Sourcing

Question 40

Initial fabric orders are based on sales forecasts to ensure product availability, and further purchases are based upon the extrapolation of early orders received

Answer 40

Burberry Business Model:

Brand Distribution Model –Manufacturing and Sourcing

Question 41

The distribution = operation of company- owned stores, by company-controlled wholesale arrangements with third-party stockists, as well as through licence agreements with partner firms in Japan.

Answer 41

Burberry Business Model:

Brand Distribution Model –Manufacturing and Sourcing

Question 42

Active marketing communications = development of an image and lifestyle that is capable of “generating interest among retail customers, wholesale buyers and the media”

Answer 42

Burberry Business Model:

Brand Distribution Model –Marketing Communications

Question 43

3 core strands to the Burberry communications model:

(1) Advertising.
(2) Fashion shows.
(3) Editorial placement.

Answer 43

Burberry Business Model:

Brand Distribution Model –Marketing Communications