의류제품

The Bottoms Line: Consumers Make the Call.

  • 출판일2000.02
  • 저자
  • 서지사항
  • 등록일 2016.11.02
  • 조회수 369
The bottoms category of the apparel market has always been driven by consumer needs and desires. Increased consumer segmentation and industry competition forced apparel manufacturers to focus on collaborative value chains as a replacement for conventional supply chains. Many retailers now use their own buying offices to source directly from manufacturers. Apparel manufacturers will need to provide retailers with a portfolio of strong brandnames supported by marketing and merchandizing to survive in the future. Current consumer demands for a wide variety of products generated a new value based supply chain. Levi Strauss & Company plans its future growth around consumer segments, tailoring its sales organization to retailers, and ensuring the appearance of its instore presentation. Other bottoms manufacturers have adopted similar approaches. Many manufacturers plan increased advertising and promotion, including the use of concept stores.
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