...Case Study # 1 FM 212-Section #: Case Studies in Fashion Marketing Spring 2015 Monica Allen 03/16/15 Professor Kohan Case Study: A Step 1: The Growth of Fast fashion has resulted in large amounts of disposable clothing, which is environmentally unsustainable especially with continuation. Step 2: * Fast fashion retailers are a Major part of the current fashion chain. * The world’s supply of women’s clothing is at least 7 times that of men’s. * The price of disposable clothing makes it very tempting to young female consumers as well as easy to dispose of. * Fast fashion makes it easy for the consumer to wear an item once and discard of it to buy a replacement. * The current raise of consumerism in the United States and Europe will result in the exports of used clothing in other countries to increase. * Fast Fashion is being made at a fast speed overseas in large quantities for very cheap. * Disposable clothing is being created quicker than they are being recycled. * The demand of synthetic textiles has doubled, Not only that the process in which the textiles are created is energy-intensive. * Textile waste is filling up landfills in large amounts. * Cotton is the most widely used fabric in the world. Growing cotton requires large amounts of harmful pesticides. * Chemicals used in growing highly demanded natural and synthetic fibers are classified as hazardous by the World Health organization. Step 3: 1.Government has...
Words: 791 - Pages: 4
...Market Analysis: Fashion-based programming was a growing market as television viewers thirsted for constant updates on constantly changing fashion trends. The Fashion Channel (TFC), created in 1996, was the first channel with the sole purpose of bringing 24/7 fashion information and updates to viewers. There are four main segments of consumers in the fashion-programming market: fashionistas, planners and shoppers, situationalists, and basics. Fashionistas have been very loyal to TFC as they need constant contact and update on fashion. The other segments are much larger than the fashionista segment, therefore there is more opportunity and potential revenue in attracting those viewers. Competitor Analysis: TFC’s main competitors were Lifetime and CNN. Recently, Lifetime and CNN began introducing fashion-based programming that was in direct competition with TFC. Lifetime focused on fashion programs targeting younger women, while CNN was having success with show targeting men. While TFC only had a 1.0 rating, Lifetime and CNN brought in ratings of 4.4 and 3.3, respectively. A study on consumer interest also showed that viewers had greater interests in TFC’s competitor channels. In this study, TFC scored a 3.8, while Lifetime and CNN scored a 4.5 and 4.3, respectively. CNN and Lifetime also beat out TFC in other statistical categories to include awareness and perceived value. These viewer opinions directly resulted in higher ad revenues on fashion-based programming for...
Words: 347 - Pages: 2
...Case Study Analysis – The Fashion Channel | Group Number 10Somya Goyal DM16147Anmol Caul DM16109Ravi Agarwal DM16135Vidhit Bhatia DM16159Shorya Umang Jain DM16143Mitali Malpani DM16125 | Case Study Analysis – The Fashion Channel | Group Number 10Somya Goyal DM16147Anmol Caul DM16109Ravi Agarwal DM16135Vidhit Bhatia DM16159Shorya Umang Jain DM16143Mitali Malpani DM16125 | The Fashion Channel Situational Analysis * The Fashion Channel (TFC), a cable TV network focusing solely on fashion was founded in 1996. Since then, it has experience a constant growth without articulating any segmentation, branding and positioning strategy. * Current year revenue is $310.63 M and it was primarily generated from two sources: Advertising ($230.63 M) and Cable affiliate fees ($80 M) (Exhibit 5) * Despite no segmentation and positioning strategy, there current viewership largely consists of women between 35 to 54 years. The channel is currently subscribed by around 80 M out of a total of 110 M households. * Two major channels, CNN and Lifetime have launched fashion – oriented programming to their line-ups, taking away a major share of TFC’s viewership and associated revenue. * TFC’s current goal is to develop a strong marketing, segmentation and brand-building...
Words: 916 - Pages: 4
...Jagdeesh Narayanan Fashion Channel Case Study Submitted On: - November 27th 2013 Memorandum To: Jared Thomas, CEO, The Fashion Channel From: Dana Wheeler, Vice-President Marketing Subject – Proposed recommendations for marketing and advertising plans Date: - November 27th 2013 This memo contains the analysis, recommendations and justifications to help The Fashion Channel to select the appropriate segment for targeting. Recommendation:- The Fashion channel should formulate their new marketing plan to target fashionistas and planners/shoppers. The possible scenarios and segments for marketing concentration Broad Based Marketing | Fashionistas Concentration | Fashionistas and Planners/Shoppers | Pro’s * Net Income 94.9 million Vs. 54.6 million before * No incremental programming expense * Ability to target all 18-34 year old women * Awareness and marketing reach across a broader audience | Pro’s * Net Income 151.4 million Vs. 54.6 million before * TV ratings increase from 1.0% to 1.2% due to premium targeting * Average CPM increases to $3.50 * Facilitates capture of specific market share from Lifetime | Pro’s * Net Income 168.8 million Vs. 54.6 million before * TV Ratings and CPM increase to 1.2% and $2.5 respectively * 50% of TV audience covered * Increase in advertising revenue due to more no of 18-34 year old women audience * Not too specific, covers larger base | Con’s * CPM reduces by $0.20 due to lack of target audience * Does...
Words: 400 - Pages: 2
...1. Latar Belakang Perusahaan The Fashion Channel (TFC) adalah satu-satunya jaringan televisi yang hanya menayangkan program fashion selama 24 jam setiap harinya. TFC juga merupakan salah satu dari stasiun TV dengan jangkauan yang luas, hampir 80 juta rumah yang berlangganan TV kabel dan satelit. Pada awalnya strategi pemasaran TFC adalah untuk merebut pasar seluas-luasnya, tanpa segmen khusus, dengan tujuan merebut pemirsa sebanyak-banyaknya. 2. Latar Belakang Masalah Pada awal 2006, TFC menghadapi persaingan dengan pemain baru yang menayangkan program fashion, pesaing terberat yang dihadapi adalah seperti stasiun TV CNN dan Lifetime. Adanya pemain baru ini dapat mengancam posisi TFC sebagai “market leader”, sekaligus merebut kue iklan yang ditawarkan oleh perusahaan pengiklan. Jika kondisi ini tidak diatasi, maka diprediksi bahwa pada tahun berikutnya TFC akan kehilangan 10% atau lebih dari harga per unit iklan. Oleh karena itu, TFC mempertimbangkan kembali strategi bisnisnya untuk meletakkan marketing sebagai dasar pertumbuhan perusahaan ke depan. Namun, TFC sejak awal berdirinya tidak pernah menetapkan strategi yang fokus pada segmentasi, branding dan positioning. Hal ini dapat menimbulkan ketidakjelasan pada strategi marketing yang akan diambil ke depannya. 3. Pembahasan Untuk menghadapi situasi persaingan ini, maka yang harus dilakukan oleh TFC adalah menentukan segmentasi pasar yang akan dibidik, untuk kemudian dilakukan kampanye dan strategi marketing yang...
Words: 910 - Pages: 4
...efficiencies across board and provide new learning opportunities for the entire workforce. Introduction Zara is a division of the Inditex group, a multinational clothing retailer and manufacturer with headquarters in La Coruna, Spain. Inditex operates in a `fast fashion` industry and in an environment where consumer demand was notoriously hard to forecast. The first Zara store was opened in 1975 near the factory. Today, Zara has over 650 stores spread across 50 countries around the world located in luxury shopping districts that attracts well-heeled customers. As part of an integrated group that includes, fabric, dye making and computer aided (CAD) cloth making factory, Zara contributes over 73.3% of the group’s sales in 2002 fiscal-year and the most profitable. Almost half of Inditex revenue is gotten in Spain while France is the largest international market. Zara business model offers a rapid turnaround in design, production and delivery of new garments in 15 days in its stores worldwide compared with competitions like Benetton, H&M and Gap that typically spend months is planning. This is premised on short deadlines, low inventories in the stores and unique designs based on current fashion trend. All...
Words: 1586 - Pages: 7
...Buying behavior with evolution of ecommerce in Fashion Industry Introduction At about 150 million Internet consumers, India now has the third biggest Internet population in the world, next to China (at 575M) and the US (at 275M). According to the Internet and Mobile Association of India (IAMAI), the total of Social Media users in Urban India reached 66 Million by June 2013 and is expected to cross 80 million users by mid-2014. This clearly demonstrates that India is growing fast and public is becoming habitual of using the Internet as the development of human society, the development in Interaction processes and Digital Convergence open up groundbreaking opportunities and challenges for Marketing. Subsequently, the Internet has moved fast...
Words: 1193 - Pages: 5
...Case Study Analysis: The Fashion Channel Introduction: “The Fashion Channel” which is a successful cable TV network and which had been started by two entrepreneurs in 1996, with up to date and entertainment features and information broadcast 24×7 which was related to fashion only. The channel was actually dedicated to fashion only and its main audience were women of 35-54 age group. Earlier TFC’s tagline was “Fashion for Everyone” In 2006 TFC has earned the revenue of $310.6 Mn out of which their target was to earn a profit of $230 Mn only through advertisement. Till 2006 TFC was the market leader in fashion related programs and one of its more popular series in 2005 had been “Look Great on Saturday Night for Under $100. In 2006 TFC has realized that some of the other channels like CNN and Lifetime are following the footsteps of TFC and also they are telecasting the programs related to the fashion world, which were now started to become more popular in comparison to the programs of TFC. These channels were giving competition to the TFC directly by taking the share of its ad revenue; these channels were giving a double edged competition to TFC. Norm Frazier, senior vice president of advertising sale, advised that in order to increase the TFC’s ad revenues either TFC has to decrease its ad pricing by 10% or to increase its viewership by improving the quality n contents of the programs. There were around 110 Mn households in USA with cable network and TFC’s average rating...
Words: 1330 - Pages: 6
...Sunshine Fashion Case Study Questions Q 1. What are the root causes – individual and contextual -- for the employee misbehavior at Sunshine? Ans 1. Individual misbehaviour in any organisation is not only dependent on an individual’s psychology but is also affected by many variables such as the Organisation structure, Work environment, operating procedures etc. However, the phenomenon of misbehaviour can be better understood in terms of motives and opportunity. Employees commit unethical conduct because of one of the motives of - greed, financial benefit, or other individual motivations and these motives flourish in the absence of effective monitoring mechanisms and effective leadership in the work environment. Sunshine Fashions’ organisational hierarchy and work ethics provided ample motives and opportunities to the employees to indulge in fraud and misbehaviour. The specific root causes for employee misbehaviour at Sunshine can be listed as below:- Root Causes for Individual Misbehaviour (a) Lack of loyalty and belongingness - The employees of sunshine lacked loyalty and belongingness towards the company and this led to opportunistic behaviour. This may be attributed to poor organisation culture, selection process, training, and transparency in company working or leadership issues. (b) Greed – The employees wanted to make quick money through the loop holes in the system. (c) Poor leadership/role models (d) Effects of witnessing similar acts committed by...
Words: 1383 - Pages: 6
...UNIVERSITY KUALA LUMPUR OF BUSINESS SCHOOL BACHELOR OF ACCOUNTANCY (HONS) ASSIGNMENT : ASSIGNMENT PESTLE MODEL AND SWOT ANALYSIS OF HAUTE COUTURE FASHIONS (HCF) SUBJECT NAME SUBJECT CODE STUDENT’S NAME : INTEGRATED CASE STUDY : EAB 40703 : 1) NOR HIDAYAH BINTI ABDUL HAMID 62288111073 2) DAYANG MAZIELA BINTI ZULKIPLI 62288111048 3) NOOR ASRAFEZ BIN JALUDDIN 62288111007 4) NUR HIDAYAH BINTI ABU HASSAN 62288111001 5) NURULHUDA BINTI MUSTAFA 62288111052 6) ZAKIAH BINTI KASIM 62288111072 SEMESTER LECTURE’S NAME :6 : SIR AMIRUL HAFIZ BIN MOHD NASIR SWOT ANALYSIS STRENGTH o Have skilled trained by British master cutters. o A high quality manufacturing o Experience work with European country o High quality of design ready to wear o Aware about employees welfare WEAKNESSES o Lack of production cost o Lack of producing finish good o Lack of management planning o Lack of raw material o Lack of man power OPPORTUNITY o Attract more customer based from Europe o o o o Expand more branch within and outside Malaysia Leave Malaysia Hire cheaper employees in China to reduce cost Improve in technology o THREAT o Price competition with China manufacturing Kiki and Houida want move to China The PESTLE Model Political: Definition: What is happening politically environment in which business operates. For example: Represent the way and the extent to which a government influences the economy and a certain business. Political factors are represented by specific areas, such...
Words: 917 - Pages: 4
...Analysis Report Case Study Number 1 The NY Fashion Company Prepared for Prepared by John July 2006 Table of Contents Summary of Case Study: 3 Item a: Maximize total contribution margins given the constraints 3 Item b: Sensitivity analysis of solution given 10,000 yards additional acetate. 6 Item c: Income statement 7 Item d: Unit profit using the volume-based costing method. 10 Item e: Unit profit using the activity based costing method. 11 Item f: Financial/economic explanation for the difference between the unit profits 14 Appendix – Case Study #1 A-1 Summary of Case Study: This case study concerns determination of an optimum product mix solution given a number of resource, demand, and production constraints for a clothing manufacturer. Sensitivity to change in one of the resource constraints is examined. An income statement is developed based on the optimum solution determined. Finally, the unit profit is calculated using both traditional volume based costing and using activity based costing; included is a discussion of the financial and economic reasons for the difference between the two results. The case study document is included as an appendix to this report. Because of difficulties presenting the TORA output files in a readable state as integral parts of this document, those output files are both embedded in the document represented as icons and they will be submitted as four separate files along with this report. With this...
Words: 4455 - Pages: 18
...activities, profitability, and coverage of Yellow Leaf Fashions Inc. by computing various ratios to evaluate their financial position and performance. The Current ratio and current cash debt coverage ratio will analyze the liquidity of Yellow Leaf Fashions Inc. The liquidity ratios will measure the ability of Yellow Leaf Fashions Inc. to meet their short-term obligations. Current ratio calculation: Current Asset / Current Liabilities = $2,960,278 / $612,792 = 4.83. Findings of the current ratio: A current ratio of 4.83 means that Yellow Leaf Fashions has more than 4 times the amount of current assets than current liabilities. In other words, for every dollar of current debt, Yellow Leaf...
Words: 1000 - Pages: 4
...Title: Case Study: H&M in Fast Fashion: Continued Success. Word count:2638 Abstract This report contains the analysis of value and culture of reputable apparel retailer H&M, as well as three analysis method, which is PETEL, Porter’s five forces, and VRIO framework, to analyse the external influence factors, competitors, and competitive advantages of H&M. Three new potential strategies are tested by using the model of Johnson and Scholes, and one proper strategy will be retained to carry out an Action Plan. 1. Introduction In 1947, the incredible apparel retailer was founded by Erling Persson in Sweden. Over half century, Persson’s 34 years old grandson, named Karl-Johan Persson, took over H&M in 2009(Regnér and Yildiz, 2014). As a pioneering ‘fast-fashion’ retailer, H&M spread in 43 countries, with 2,206 stores worldwide (Regnér and Yildiz, 2014). ‘Fast-fashion’ can be defined as a quick response to up-to-date luxury fashion trends in an affordable price, which meets the deeply held desires for young customers (Joy et.al, 2012). The store expansion has continued at several places, such as Denmark, the United States, Great Britain, also in several European Countries like Spain, Germany (Barman and Petersson, 2002). In order to sustain the growth rate of H&M, the CEO, in 2011, invested more stores and opened another 218 stores on the Champs-Élysées in Paris to strengthen their brand and ensure the future expansion. Following...
Words: 3142 - Pages: 13
...4. Failure of the management to fulfill the request made by the union for suitable office space within the factory premises or outside premises. In today’s context, most of the employers encourage their employees, not to form unions, though the employees have a right. In such a circumstance, it is obvious that, employers may strictly avoid providing premises for such activities. This can be considered as an unreasonable request, since the employer is not liable to provide any space for such union activities. 5. To grant half day’s leave with pay daily for the Union secretary to attend to union activities As mentioned above, requesting for half day’s leave daily, for the Union secretary to attend to union activities is not a reasonable request, and it will also affect the smooth work of the company as well. Also, the company is paying a salary to an employee, for the work he does, and union activities will not make any favorable impact on the company, to consider such a request. 6. Payment of Annual bonus of three months’ salary to all employees. Payment of bonus is considered by a company when they make profits, and as a result, for the hard work of everyone. It is not a compulsory payment, and though employees make a request to do so, the company has a right to decide whether to pay or not. Therefore, without knowing whether this is a profitable time for the company, it is not reasonable to make such a request, and the company also has a right to avoid such...
Words: 344 - Pages: 2
...bs_bs_banner International Journal of Consumer Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and...
Words: 12660 - Pages: 51