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FTM 217 NOTES 1-24.docx

FTM 217 NOTES 1-24.docx - FTM 217 NOTES Global Fashion...

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FTM 217 NOTES 1-24-18 Global Fashion Supply Chain/Value and Business and Legal Framework of Companies in the Fashion Industries The material-brand-retail supply/value chain - supply chain networks - logistics - supply chain management (efficiency and effectiveness) Marketing Channels - Direct marketing channel o Manufacturer directly to consumer - Limited marketing channel o Manufacturer to retailer to consumer - Extended marketing channel o Manufacturer to wholesaler to retailer to consumer o OR manufacturer to wholesaler to jobber to retailer to consumer - Marketing channel integration o Conventional marketing channels (companies at each segments) o Vertical marketing channels o Dual distribution - Marketing Channel Flows o Specific streams relate to functionality o Physical flow o Ownership flow or title flow o Information flow o Payment flow o Promotion flow Branding - Brand Identity o consumer perception - Brand Positioning - Brand differentiation - Brand image
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Fashion Brand Classifications - International Designer or Luxury Brands - National/local Designer or Luxury Brands - International Name Brands - Private Label Brands o
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