Within the fashion industry, there are major challenges that all companies face. In particular, for the bigger brands, there is always a chance for smaller, lesser known brands to take over at any time. This is why it is important to realize that although a company may be thriving, they have to continue to evolve creativity and consistently in order to maximize sales and stay competitive with their competition. A few companies that experience these threats and challenges on a daily bases include, The Hudson’s Bay (fashion department), Aritzia and H&M that many identify with as their ‘go-to’ stores. These are a just a few examples of the many companies that need to uphold their standard within the fashion industry. They need to do this to ensure …show more content…
“….H&M wanted to expand its customer group, emphasize the differences between H&M and its immediate competitors, strengthen its global brand and at the same time keep its successful business model” (Nordic, 2012; 32). This quote taken from Growth, Creativity and Innovation in the Nordic Countries novel, illustrates that although H&M has been a reliable company within the fashion market, a lot of their styles and business models are now being copied more often than not. This represents how within the industry you can never settle and must constantly strive to evolve so that the smaller brands cannot compete. Furthermore, H&M represents the concept and are hit with challenges of having to compete with those arising competitors that can easily market and brand in such a way that they know will not fail, given the way H&M may have had success and failures from using a specific model that has been visible to the public market of fashion. With competitors copying their business model and making it their own, companies such as H&M must constantly evolve. “H&M seems genuine in its desire to clean up its act, but when it comes to sustainability, the core problem for fast-fashion companies is the business model—and that isn’t changing anytime soon” (Bain, 2015). This quote proves that H&M is worried about change and risk- which is going against what the fashion industry is all about. Overall, H&M needs to be consistently aware of the arising competitors knowing how easily it is for those smaller brands to replicate their clothing and marketing/ branding ideas, right through their business model that is open to the public
Norms for consistency was another determinant of why Abercrombie decided to commit to reinvesting in its brand. Leaders are expected to take action when they encounter difficult situations. This expectation derives both from the public and from the employees as well. Thus, it was necessary for Abercrombie’s executives to act. Abercrombie believed that if they stay consistent with their efforts, the results were going to be positive. However, rebranding has proven to failed for several years
Berry, Hannah. “The Fashion Industry: Free to Be an Individual.” The Norton Field Guide to
d) Deliver high quality, great design from emerging designers and fashion houses at an affordable price and a brand promise "Expect More, Pay Less". e) Continue to deliver basics to a wide range of brands with exceptional quality and great value in categories across the stores and online. Also, tailor product offerings to meet customer expectations as well as meeting multicultural customer demand. f) Demonstrate Corporate Social Responsibility (CSR) by helping to build a strong and safe community by being a bigger community through volunteering, giving and caring for the environment. Also, the Corporate Social Responsibility strategy revolves around wellness, which is a big shift (Bullseye View, 2015).
Items such as clothing of home decor products are updated often so that the company can keep up with the popular items and promote change, all while encouraging their customers to spend money to “stay hip.” The store serves many purposes, but, ultimately, it is an agent of cultural evolution and socialization.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Fashion models don’t need to be thin, they need to be diverse and healthy at whatever weight that is. Not everyone is supposed to be thin, some women are big boned and curvy, others are naturally slim and small boned, some are tall, others are short, some are light skinned and others are darker. So many diverse looks exist in the world today and the fashion industry need to change their perception of perfect. Body image in our society is out of control. We have young men and women comparing themselves to unrealistic models and images in the media and feeling bad about the way their own bodies look because they somehow don’t measure up. (Dunham, 2011) The struggle for models to be thin has led to models becoming anorexic or bulimic, untimely deaths, and inferiority complexes. Even worse is the fact that they influence a whole generation of young women who look up to these models and think “thin” is how they are supposed to be. They influence what we buy, how we eat and what we wear. Why has this specific group captured our attention so much? Why do we seem to be so fascinated in their lives, to the point where we try to look and act just like them? The media is largely to be blamed for this, many people believe the media has forced the notion that everything supermodels do is ideal. Others believe that the society is to be blamed because we have created a fascination with their lives. There are many opinions, and I agree with both of these specific opinions. We allow ourselves to be captivated by these people's lives, and the media portrayal of their lives seem to also enthrall us. (Customessaymeister, 2013) Despite the severe risks of forcing models to become too thin, designers, fashion editors, fashion brands and agencies still ...
Fashion is everything to society and the media. The fashion industry has transformed into a necessity in the life of people. Everyone wants to look good, feel fabulous and feel as if we belong with everyone else. The envy and desire to wear certain things and look a certain way all come, from wearing the latest fashion handbags, accessories, dresses, shoes, and the list goes on. But, when is considering fashion into an individual’s life going too far to the extreme? Many do not consider the whereabouts of fashion materials and how the environment is affected by the mere existence of certain garments. Some may believe these objects grow on trees. But that is clearly not the case. Even though it would be nice. The fashion industry as a whole, has been notorious from green issues caused by their lack of sensitivity to the environment, conspicuous and unnecessary consumption of materials, encouraging an “throw-away” society and image issues that support women and young adults to look a certain way to feel “beautiful.” This is an issue that has increased over the past decades. Not just women, but men also feel the uncontrollable need to do whatever it takes to look like the celebrities they see on television and on the runways. The thought that the materials to make those desired items may have caused the life of animals or the destruction of mother nature does not come into mind. Countless people are concerned about conserving planet Earth and keeping it healthy. The fashion world has been targeted for many corruptions.
H&M should identify new suppliers who can recognize sustainable values of the company. Certainly, H&M itself need to be good partners.
The fashion industry has changed over a period of time due to the growth of boundaries. This is attributed to the varying dynamics of the industry; declining mass production, altered structural aspects in the supply chain, need for more affordable cost and quality. This shows that fashion retailers are able to acquire a competitive power in the market through making sure through which they get their products to the market for the consumers (McAfee, Dessain, & Sjoman, 2007). Consumers are hence able to get product easy and of high quality. Fast fashion has been able to meet the needs of consumers while trying to acquire major merchandize turnover to retailers than local rivals. The Zara case study reported sales $8.15 billion to its competitors Hennes & Mauritz 0f $7.87 billion (Dutta, 2002). This was the consumer’s one stop shop due to the quality products offered both globally and locally.
Vision: H&M’s business operations are aimed to run in a way that is socially, economically and environmentally sustainable. By sustainable, they mean that the needs of both present and future generations must be fulfilled.
Petro, G. (2012, November 5). The future of fashion retailing --- the H&M approach (part 3 of 3). Retrieved from http://www.forbes.com/sites/gregpetro/2012/11/05/the-future-of-fashion-retailing-the-hm-approach-part-3-of-3/
Miuccia Prada once said that “What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language”. Miuccia Prada and the Prada brand have grown from humble beginnings making quality leather goods to a public traded company with a current market capitalization of over $26 billion (USD) . With the development of Prada as one of the world’s premier luxury brands it provides an excellent case study to examine how strategy paved the way for the success of the Prada brand. First, an examination of Prada’s strategic positioning against luxury brand rivals Louis Vuitton Hennessey Moet (LVHM) and Kering (Gucci). The acquisition history of Prada will be reviewed, where some preliminary conclusions can be made about what has been contributing factors to both the successes and failures. Then finally, an evaluation of what the future holds for Prada and the sustainability of its competitive advantage.
A tall, glamorous runway model is every girl’s dream. Long beautiful legs, lean body, and beautiful shiny hair is what an average young woman views as an ideal image for a female. If you don’t resemble the images of those stunning Victoria Secret models and Fashion Week models, you suddenly become ashamed of your own body. It is a great life to have with the high pay, fame, drinking champagne on a yacht with famous celebrities and even being on the Vogue cover page. Fashion Modeling Industry has been the most influential source in our young women’s lives. Young girls and young women are seen eating as little as they can, even starving themselves at times to resemble those models. What they don’t realize is that they are contributing to the 2.7 percentage of 13- 18 year olds suffering from anorexia and bulimia. Susan Albers, a psychologist at the Cleveland Clinic said exposure to thin models is a great trigger in maintaining an eating disorder. When watching America’s Next Top Model or flipping through a Fashion magazine, these young women don’t apprehend that those models are either naturally slim or they are suffering from an eating disorder themselves, in other words, hostages in the dark hell hid behind those runway curtains. The growing number of young anorexia and bulimia patients, and the number of websites such as thinspiration, where girls put up pictures of their thin bodies clearly suggest that the fashion modeling industry do not at all bear any responsibility in providing healthy, realistic physical role models for young women.
The business model that sets Zara apart from other clothing retailers is how rapidly the company changes stocks and releases new product lineups. The company averages 12-16 collections annually which equates to more than one lineup a month. Due to stock being limited and the rapid production Zara brings forth, their items are viewed as exclusive promoting further business. Their customers are happy knowing that their specific article of clothing is more “rare” due to only having an average of a two-week window to purchase the clothing. The company specifically targets current trends and has them in the store within 30 days. This maintains the brand’s uniqueness and relativity in fashion.
Fast Fashion may be the most significant disruptive in the retail industry today. Troublesome novelties, or product or services, that alter an prevailing market by presenting minimalism, suitability, convenience and affordability, have the most positive influence on a company. Because fashion is ever changing and technology is always evolving the amount of production time it takes for something to be manufactured