Contemporary Case Studies on Fashion Production, Marketing and Operations PDF by Pui-Sze Chow, Chun-Hung Chiu, Amy C. Y. Yip, Ailie K. Y. Tang

Preface
The fashion industry is amongst the largest industries in the world. The global fashion market contributes a huge amount of GDP and employs a majority of people in many countries; thus it has pivotal impacts on the global economy. Apart from the volatile demand and fast-moving fashion trends, the dynamics of the industry is constantly affected by the advancement in technology and the ever-changing concerns from the consumers such as sustainability. Whereas continuous investigation and theory development advances the knowledge to tackle the up and coming issues in such a dynamic business environment, the study and reporting of real-world cases help illustrate the application aspect of those theories and generate further insights. A number of real cases in the fashion industry, such as the business model of the fast fashion brand Zara, and the innovative social media marketing approach of the traditional luxury brand Burberry, have even become benchmark textbook examples in the respective disciplines.

In the existing pool of literature, case studies in fashion business are usually documented according to some specific topics. Apparently, there is a lack of a comprehensive collection of examples that relates to the various contemporary issues encountered by the fashion industry. In light of this, we have edited this volume which features a number of case studies to illustrate the different challenges pertinent to the sector nowadays and to showcase the respective state-of-the-art solutions.

This edited volume includes thirteen chapters with diversified topics and geographical contexts (Table 1). According to the nature of the topics, they are organized in four parts, namely: (I) Fashion Production, (II) Fashion Branding and Marketing, (III) Fashion Operations, and (IV) Sustainability and the Fashion Industry.

Part I: Case Studies on Fashion Production
Fashion production has always been facing different challenges owing to the very nature of the fashion products. Quick response is critical to the ever-changing preferences of the end-consumer market. Stringent cost control is necessary for profitability. Use of technology for product innovation and process efficiency offers competitive advantages.

Over the decades, it has been a common practice for fashion brands to outsource the manufacturing process to overseas suppliers (e.g. those in China, Bangladesh, and Mexico) for cheaper production of garments in large volume. Recently, there has been advocates for domestic production in light of the demand for quicker response and sustainability concern. In Chap. 1, Harris presents a study on domestic manufacturing and sourcing in the US apparel industry. Based on the findings of five case studies, the author discusses the niche of domestic apparel manufacturing. A “domestic and balanced sourcing model” is proposed that summarizes the various factors of competitiveness for domestic apparel production.

In Chap. 2, Fung and Choi examine the product development process in the fashion industry with reference to a case study of an international luxury fashion brand. Comparing its approach to product development with that commonly adopted by fashion trading companies in Hong Kong, the authors discuss the implications and provide suggestions to improve the practices of the latter.

In Chap. 3, Yuan, Chen and Luzzi presents a comprehensive review of the use of laser in different areas throughout the apparel production process, from fabric cutting, engraving, to fault detection and inventory management. Illustrated with examples the authors discuss the merits of the application of laser and highlight its potential to enhance environmental sustainability and innovations in apparel production.

Part II: Case Studies on Fashion Branding and Marketing
Branding and marketing play a paramount role to the success of a fashion brand. Proper branding and marketing strategies help a brand to stand out from the competitors and reach the target end-consumers. In Chap. 4, McColl, Canning, Shearer, and McBride explores the branding issue of vintage fashion retail brands. Based on the case studies of three vintage retailers in Glasgow, UK, the authors discuss the various elements that help enhance the positioning and operations of vintage fashion retail brands, including brand story creation, online communications with customers, and personalized customer services.

In Chap. 5, Runfola, Ranfagni and Guercini examine internationalization of Italian family-owned luxury brands. Through the case study on Missoni, one of the internationally reputed luxury brands, the authors discuss the challenges faced by the Italian small-medium-sized family-owned luxury fashion companies nowadays. They conclude four key assets in managing the internationalization process of this type of luxury family business.

With the booming economy and improved living standard of the people, China has emerged as a very promising market for many western luxury brands. Yet socio-cultural factors may significantly affect the successful entrance of these brands in China. In Chap. 6, Rovai investigates the different branding and digitalization strategies adopted by three European luxury brands to enter into the Chinese market. Observed from these cases, the author emphasizes appropriate “luxury digitalization” strategy as the key to successful market positioning in China.

Working in a market-driven industry, it is crucial for fashion companies to keep updated with the consumers’ needs and preferences. With the ease of access to mobile technology, email survey has become a convenient way to collect consumers’ opinions. In Chap. 7, Wu and Tso presents an email survey project by a mass market fashion retailer to solicit consumers’ perception towards the brand. The authors identify several good practices and discuss various considerations in conducting email survey for fashion retailers.

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