The fashion marketing chain Flashcards
changes in marketing chain
Full packaging
Verticle intergration
Seamless distribution
Full packaging or traditional marketing
Seperated
Textile industry
manufacturers
Promotional activities
Full packaging or traditional marketing
Seperated
Each level of the industry was formerly clearly separated.
Full packaging or traditional marketing
Textile industry
Textile industry developed and produced fibres, yarns and fabrics and sold them to their customers, the apparel and accessory manufacturers.
Full packaging or traditional marketing
manufacturers
The manufacturers designed and produced the apparel and accessories and sold them to retailers.
Full packaging or traditional marketing
Promotional activities
All levels did their own promotional activities.
Verticle integration
old divisions
verticle merchandising or manufacturing
total control
Verticle integration
Old divisions
Old divisions are breaking down.
Verticle integration
verticle merchandising or manufacturing
Many companies are combining fabric production and apparel manufacturing or manufacturing and retailing, a strategy called vertical merchandising or manufacturing.
Verticle integration
total control
vertical companies also like having total control of the supply/production and marketing chain.
Seamless distribution
Informal partnerships
Fierce competition
Trust and communication
Seamless distribution
Informal partnerships
In order to compete with large verticle merchants, many companies form informal partnerships to integrate into the marketing chain.
Seamless distribution
Fierce competition
Fierce competition forced manufacturers and retailers to work together using interchangeable data to achieve quick and cost-effective seamless distribution.
Seamless distribution
Trust and communication
Retailers and manufacturers must have complete trust and open communication for it to work.
