Conquering the Digital Customer

2017 ◽  
pp. 334-354
Author(s):  
Eric Viardot ◽  
Petra A. Nylund
Keyword(s):  
Marketing Strategy ◽  
Global Market ◽  
Brand Strategy ◽  
Fashion Industry ◽  
Supply Chain Strategy ◽  
Strategic Success ◽  
Market Leadership ◽  
Set Up ◽  
High Level

This case study illustrates the effectiveness of pursuing a customer centric marketing approach in order to achieve long term strategic success and global market leadership in the fashion industry. The case study provides the most significant elements of Zara's history. Then it describes the competitive environment. Next it reveals how Zara has set up a unique, lean, and agile supply chain strategy in order to deliver new products on a very frequent basis and faster than any of its competitors, as fashion customers expect constant changes. Then the case study details the customer centric marketing strategy, with the use of customers as the source of the inspiration for fashion design, the central role of the stores to build a very high level of trust with its customers, which is used by Zara to make a distinctive brand strategy. Finally, the case study discusses the new challenges of Zara to adapt its customer centric marketing strategy to the digital market.

Always Trust the Customer

2014 ◽  
pp. 68-94
Author(s):  
Eric Viardot
Keyword(s):  
Marketing Strategy ◽  
Brand Strategy ◽  
Fashion Industry ◽  
Chinese Market ◽  
Supply Chain Strategy ◽  
Strategic Success ◽  
Market Leadership ◽  
Set Up ◽  
High Level

This case study illustrates the effectiveness of pursuing a customer centric marketing approach in order to achieve long term strategic success and market leadership in the fashion industry. The case study provides the most significant elements of Zara’s history. Then it describes the competitive environment. Next it reveals how Zara has set up a unique, lean, and agile supply chain strategy in order to deliver new products on a very frequent basis and faster than any of its competitors, as fashion customers expect constant changes. Then the case study details the customer centric marketing strategy, with the use of customers as the source of the inspiration for fashion design, the central role of the stores to build a very high level of trust with its customers, which is used by Zara to make a distinctive brand strategy. Finally, the case study discusses the new challenges that Zara customer centric marketing strategy is meeting when confronted with the expansion on the Chinese market and the online market.

scholarly journals The mindmapping for marketing strategy: Case study of fashion industry

2021 ◽  
Vol 794 (1) ◽  
pp. 012082
Author(s):  
Chyntia Ika Ratnapuri ◽  
Selvi Aprilia ◽  
Dian Kurnia Ningrum ◽  
Ivan Diryana Sudirman ◽  
Doni Purnama Alamsyah
Keyword(s):  
Marketing Strategy ◽  
Fashion Industry

GIS Based Multi-Criteria decision support system and machine learning for Hospital Site Selection case study Oran - Algeria

2022 ◽  
Vol 14 (1) ◽  
pp. 0-0
Keyword(s):  
Site Selection ◽  
Decision Makers ◽  
Analysis Method ◽  
Automatic Learning ◽  
Hospital Site ◽  
Set Up ◽  
High Level ◽  
Selection Of ◽  
The Ideal

The selection of hospital sites is one of the most important choice a decision maker has to take so as to resist the pandemic. The decision may considerably affect the outbreak transmission in terms of efficiency , budget, etc. The main targeted objective of this study is to find the ideal location where to set up a hospital in the willaya of Oran Alg. For this reason, we have used a geographic information system coupled to the multi-criteria analysis method AHP in order to evaluate diverse criteria of physiological positioning , environmental and economical. Another objective of this study is to evaluate the advanced techniques of the automatic learning . the method of the random forest (RF) for the patterning of the hospital site selection in the willaya of Oran. The result of our study may be useful to decision makers to know the suitability of the sites as it provides a high level of confidence and consequently accelerate the power to control the COVID19 pandemic.

Buy the Book: Electronic Commerce in the Book Trade

1999 ◽  
Vol 14 (3) ◽  
pp. 295-301
Author(s):  
Claudia Loebbecke ◽  
Philip Powell ◽  
Carl Gallagher
Keyword(s):  
Electronic Commerce ◽  
Service Provision ◽  
Web Site ◽  
Electronic Publishing ◽  
Global Market ◽  
Internet Service ◽  
Set Up ◽  
Background Detail ◽  
The Impact

Exploitation of the World Wide Web (WWW) is a pipedream for many businesses, as they do not or cannot analyse their motives for having a web site. Many do not understand that there is more to a successful web site than having a corporate logo on a home page. They do not foresee the effort that goes into maintaining a web site, the increased competition from exposure to a ‘global market’ via the Internet and the impact a web site will have on the existing business. This case study allows analysis of the opportunities and risks of launching electronic commerce (EC) services in the case of the Co-op Bookshop, Australia's largest academic bookseller. The case describes Co-op's difficult progression to a profitable WWW presence and investigates potential developments due to growing competition from ‘global players’ and increasing amalgamation between bookselling over the WWW and electronic publishing. The case outlines the four possibilities by which a firm can profit from its Internet activities and transfers these general benefits to Internet service provision by bookstores. In particular, it directs attention to thinking of the core goals of the business, how a WWW presence helps to meet these goals and whether the introduction of a web site changes the direction of the business. This leads to a consideration of the nature of the web site. The case study allows exploration of the current customers and markets and why the firm focuses on these. Further, there are the issues of the resources required to set up and maintain a web site, how the site may be integrated into the existing business and its growth path. These issues are explored and modelled in the teaching notes and further background detail is given.

scholarly journals Supply chain strategy in the luxury fashion industry: impacts on performance indicators

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bianca Bindi ◽  
Romeo Bandinelli ◽  
Virginia Fani ◽  
Margherita Emma Paola Pero
Keyword(s):  
Supply Chain ◽  
Performance Indicators ◽  
Distribution Channel ◽  
Product Line ◽  
Fashion Industry ◽  
Primary Case ◽  
Close Link ◽  
Content Type ◽  
Supply Chain Strategy

PurposeThe purpose of this paper was to investigate what types of supply chain strategies (SCS) are implemented within luxury fashion companies, according to the drivers that regulate competitiveness in this sector (brand positioning, distribution channel, type and line of product). Moreover, the objective was to define which key performance indicators (KPIs) should be measured according to the chosen strategy, and finally to evaluate the alignment of luxury fashion companies with the proposed indicators.Design/methodology/approachThe literature review was the first step performed. Thereafter, a case study was conducted and the sample, composed of six companies, was selected, a questionnaire was then developed to guide the interviews, after which the data were collected. From the data, a primary case analysis was conducted, from which cross-case patterns were also researched.FindingsFrom the results obtained, it was possible to state that companies involved in the case study adopted different SCS within the same company according to the drivers that regulate the sector competitiveness. As a result, the product line was shown to be the only driver that affected both the alignment between the expected and implemented SCS, respectively, and the alignment with the selected KPIs.Originality/valueThe paper provides valuable insights to companies that are trying to align SCS and KPIs. The close link between these aspects had not yet been explored previously. In particular, there were no indications about the KPIs that have to be measured for a specific SCS.

scholarly journals Strategies for Luxury Fashion Brands' Targeting the Young Audience

2017 ◽  
pp. 121-157
Author(s):  
Carmen Moreno-Gavara ◽  
Ana Jiménez-Zarco
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Young People ◽  
Consumer Behaviour ◽  
Brand Strategy ◽  
The Internet ◽  
South Korean ◽  
High Level ◽  
Entertainment Products

The purpose of this chapter is to analyse luxury fashion brands' interactions with consumers, especially on social media. In this sense, we firstly propose a hypothesis relative to how luxury fashion brands can use celebrities (in general, and particularly music and TV idols) and social media to influence on young consumer behaviour. Lately, we try to response this question through a case study based on one of the most South Korean luxury fashion brands. Using members of social media has been a constant in brand strategy. Especially when targeting the young audience. They big consumers and fans of music and audio-visual entertainment products, show a high level of loyalty. This leads them to copy the behaviour and consumption of the same products and brands of their idols. They are big users of social media and the Internet, where they express their feelings, experiences and opinions about their music idols as well as the brands and products they use. This being the case, technology offers empowerment to young people. This allows them not only access to more information but allows the possibility to create their own new content. Thus both roles are important regarding branding. We can use the example of how Korean luxury fashion brands and how they use young music idols to establish a strong emotional relationship with their consumers. They do this by increasing their participation and involvement with their brands in social networks.

PROVOCATIVE PROMOTION: NAELOFAR HIJAB VIOLATING CULTURAL SENSITIVITY?

2019 ◽  
pp. 23-38
Author(s):  
Zuraidah Jamrin
Keyword(s):  
Marketing Strategy ◽  
Cultural Sensitivity ◽  
Single Case ◽  
Scientific Progress ◽  
Target Market ◽  
Single Case Study ◽  
Fashion Industry ◽  
Active User ◽  
Successful Event

The implementation of a marketing strategy without cultural sensitivity in mind can result in unintentionally offending or alienating the new target market, which can lead to a drop in sales – or worse. The purpose of this paper is first to explore how promotional advertisement with cultural sensitivity can cause a misfit in marketing strategy for the fashion industry’s specific market. Causing the promotion turned provocative. It could be more advantages for a marketer to be able to fully utilize intrinsic and extrinsic strengths while avoiding the market predecessor threat, simultaneously utilize available opportunities and liberalize weaknesses despite putting too much effort to eradicate. Secondly, a specific execution technique used in analyzing the case by adopting the 7 Ps marketing mixed into an inductive single-case study on Naelofar Hijab’s provocative promotion. The finding shows the core strategy in the promotion fashion industry is promoting via social media consist of popularity engagement, Outfit-Of-The-Day (OOTD) approach, and utilization of personnel status as media social active user established strong consumer foundations. While the execution of runway show faced five challenges, but the successful event may uplift brand identity. As far as the adoption of a single-case study is concerned, this could create biases that can affect the final product in terms of reliability, validity and generalizing. However, Erikson (1986) stated, the general lies in the particular, and Flyvberg (2006) stated the strength of a single example is underestimated in its contribution to scientific progress. In a specific and growing sub-industry, this single case study is reasonable to believe that it could be considered as a representative case of companies of the time and its findings sufficiently in general. Significantly, the finding could guide marketers towards understanding the market sensitivity, and if there is a need to modify the marketing strategy from offending the new target market.

scholarly journals Methodology for Supply Chain Integration: A Case Study in the Artisan Industry of Footwear

2014 ◽  
Vol 2014 ◽  
pp. 1-15 ◽  
Author(s):  
Jorge Raúl Pérez-Gallardo ◽  
Beatriz Hernández-Vera ◽  
Constantino Gerardo Moras Sánchez ◽  
Alberto Alfonso Aguilar Lasserre ◽  
Rubén Posada-Gómez ◽  
...  
Keyword(s):  
Supply Chain ◽  
Inventory Management ◽  
Raw Materials ◽  
Demand Forecasting ◽  
Global Market ◽  
Supply Chain Integration ◽  
Delivery Time ◽  
Efficient Calculation ◽  
High Level

The supply chain is a major issue in a global market. The efficient relationship between supplier-producer-retailer conforms the perfect combination to achieve a high level of competitiveness according to the needs of increasingly demanding and changing markets. The difficulty of synchronizing the members within the SC is related to the inherent uncertain factors. This paper proposes a methodology for integrating the supply chain that can be applied in any type of business. To demonstrate its relevance, a case study is performed at a handmade shoe company. An improved demand forecasting, an optimal balanced production line, a proper inventory management of raw materials, and an efficient calculation of the delivery time to the customer represent some of the main results.

Supply Chain Strategy Analysis Of Lettuce In CV Tirta Fertindo Pratama Semarang

2021 ◽  
Vol 10 (1) ◽  
pp. 13-21
Author(s):  
Khairul Ashari Nasution
Keyword(s):  
Supply Chain ◽  
Matrix Analysis ◽  
Snowball Sampling ◽  
Strategy Analysis ◽  
Supply Chain Strategy ◽  
Product Availability ◽  
Swot Matrix ◽  
Factor Evaluation ◽  
High Level

Supply chain is a way that provides information system support to management in terms of procurement of goods as well as managing networks among partners to maintain the level of product availability required by consumers. This research was aimed to analyze supply chain strategies and formulate the best strategy for the supply chain of lettuce CV. Tirta Fertindo Pratama. The research method used is case study. Respondents used in this study are manager, 5 employees, 3 wholesalers and 5 consumers selected by snowball sampling. Research methods used in this research is Internal Factor Evaluation (IFE) matrix, External Factor Evaluation (EFE) matrix, Internal-External (IE) matrix, SWOT matrix, and Quantitative Strategic Planing Matrix (QSPM). The result showed that supply chain activities consist three chains namely companies, wholesalers dan consumers. IFE matrix analysis shows that the greatest strength possessed by the company is location that close to the market with score 0.502 and the greatest weakness is poor business management with score 0.274. EFE matrix analysis shows that the biggest opportunity of the company is low and stable price with score 0.471 and the biggest threats is a high level of competition with score 0.218. IE matrix analysis shows that the company is in cell IV which means the company is in a position to grow and build. QSP matrix analysis shows that priority strategy of the company is to penetrate the market.

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