CHAPTER II.

INDUSTRY ANALYSIS

Mass customization is a wide concept that encompasses significant changes in product

manufacture, distribution, and delivery. Given the changing nature of today's consumer preferences
and industrial competitiveness, mass production methods cannot satisfy both producers and
consumers; nevertheless, a mass customization system may satisfy both manufacturers and
consumers by giving a personalized product. Mass customization is a concept that is used in a variety
of industries, although it is most common in the clothing and footwear sectors. To connect with their
clients, several companies in this sector have created and improved online platforms. To gain more
customers, even household names like Nike, Adidas, and other names have jumped on board.
Normally, clothing and shoes sold in retail stores come in standard sizes and because not everyone
fits in these sizes, there’s a big percentage of consumers left looking for products that would fit them.
This is the biggest reason why mass customization has become such a big hit. Based on the website
Statista, in 2021 people that aged between 25 and 34 were the biggest purchasers in the apparel and
bags & accessories market segments, people between 35 and 44 of age bought more shoes than any
other age group (www.statista.com). According to new research in the Industry of Footwear and
Apparel, 2013. One of the reasons why mass customization has become such a popular product in
modern businesses is that it gives for a great lot of creative freedom. Customers have long sought
answers to issues such as costly items and ill-fitting clothing. Mass customization offers the ideal
solution to these quandaries, providing consumers with a one-of-a-kind product that meets their
personal wants while being cost-effective. (https://www.mass-customization.com)

In Philippines, there are limited customizing businesses for shoe and apparel business.
Tailored Projects is a clothing supplier in the Philippines that specializes in garment manufacturing.
With over 20 plus years of garment manufacturing experience, one of the Philippines’ top garment
factory and clothing manufacturers. featuring promotional materials and logoed merchandise for
more than 15+ years. In Davao City there are few customized shoe boutiques.
INDUSTRY DRIVERS

Collaboration of Artist and designers

It is stated in London, L. (2022, September 27). Collaboration enhances how well your team
communicates and solves problems. More creativity, effective procedures, greater success, and
enhanced communication result from this. Brands can take use of one other's resources, audience,
and reputation by working together. Proenza Schouler, Meadham Kirchoff, Halpern, Marques
Almeida, and Ashish are just a few businesses that have benefited from collaborations because of their
marketing efforts. (https://luxurylondon.co.uk/style/hers/why-are-collaborations-between-fashion-
brands-so-popular/)

Online Platforms

According to Orendorff, A. E. D. (n.d.). Innovation is nothing new in the fashion industry. 13 of

the top 20 DTC brands, according to 2 PM, are in the clothing and fashion sector. The fact that
companies like Skims, Allbirds, and Gymshark made the cut shows how dominant fashion brands are
in the ecommerce market. The fashion industry is currently undergoing seismic changes because of
rising globalization, digital innovation, and changes in consumer spending habits.
(https://www.shopify.com/enterprise/ecommerce-fashion-industry)

Affordable workplace

According to Bhardwaj, R. (2016, March 25). The organization's work culture is crucial because
it has a direct impact on the organization's ability to recruit and retain talent. Positive working
relationships and genuine concern for one another at work reflect an environment that values its
employees. (www.entrepreneur.com)

Number of locations

According to Oppong, T. (2021, December 8). The capacity of a business to advertise itself, the
rivalry it encounters from other firms, the overall cost of operation, the taxes the business owner must
pay, and the rules they must adhere to can all be impacted by location. For marketing, location is
equally important. (https://alltopstartups.com/2018/03/15/the-importance-of-location-in-business/)
Customer satisfaction.

According to Cleave, P. (2021, December 17). Surveys on customer satisfaction acquire precise
data on both favorable and unfavorable impressions that could enhance marketing or sales efforts.
Comments about a brand can now be seen very immediately by thousands of potential customers
thanks to social media's continual expansion. (https://www.smartsurvey.co.uk)

SUCCESS FACTORS AND METRICS

Company leaders monitor a quantitative statistic called a business success metric to

determine how well their initiatives are doing. 27 Business Success Metrics You Should Be Tracking •.
(n.d.). The most important metric of success is sales income and units moved. Your brand, big or small,
is successful. Profit, as we all know, is a key indicator of a brand's success. Hollihan, C. (2020, August
5).

A. Factory layout

The layout of a facility is the optimal arrangement of various manufacturing components to

accomplish specified output outcomes. Facility layout considers the final product, user safety, facility,
and operational convenience. (www.managementstudyguide.com)

B. Information technology tools

Digital infrastructures like computers, laptops, desktops, data projectors, software, printers,
scanners, and interactive teaching boxes are examples of information communication technology
tools. (https://aofund.org/resource/7-types-business-technology-tools-save-time-money/)

C. Customer service

Customer service is the help you give your clients to make their interactions with you simple
and enjoyable, both before and after they purchase and utilize your goods or services. If you want to
keep clients and expand your business, you must provide outstanding customer service.
(www.salesforce.com)
 D. Product development

Product development is the process of creating marketable products for the target audience
of your brand. It is an essential step in the manufacturing process as a whole and getting it properly
the first time around with careful preparation can increase your chances of success.
(https://alicejamesglobal.com/blog/fashion-product-development-costs)
Porter’s Five Forces Analysis

Porter's Five Factors is a model that identifies and analyzes five competitive forces that define
every sector and aids in determining an industry's weaknesses and strengths. Five Forces analysis is
widely used to define company strategy by identifying the structure of an industry.

Competition in the industry

The fashion industry is an interesting one when it comes to analyzing through the intensity of
competitive rivalry. Rivalry between customization of shoes and shirts is difficult to assess because
limited companies do these in the sector, unlike well-established brands in the footwear and clothing
market that they have ready made design for shoes and apparel. According to Kolk (2021) on the
Market Research and Competitive Analysis in the Fashion Industry that apparel business has several
competitors. It's the nature of the industry. It may have direct competitors who target the same
audience with a comparable product and indirect competitors who target the same audience but with
a different product.

Potential of new entrants into the industry

For New Entrants in fashion industry, it exerts a significant influence on the ability of current
companies to generate a profit. When new competitors enter an industry offering the same products
or services, a company’s competitive position will be at risk. The barriers to entry are low to moderate.
It takes a significant amount of financial and human capital to develop products, manufacture them
with quality and affordability, and push products into the appropriate distribution channels.

Power of suppliers

In the fashion sector, suppliers' strong bargaining power allows them to offer raw materials
at exorbitant prices or to sell low-quality raw materials to buyers. The company's earnings would
suffer because of the high cost of obtaining high-quality raw materials.
Power of customers

Customers have a variety of options when it comes to purchasing apparel and accessories for
their favorite. Customers have a broad variety of brands to pick from due to the vast set in the market.
The buyer has the option of customizing or purchasing pre-made products. As a result, customers have
a strong negotiating power when it comes to the prices that these businesses demand.

Threat of substitute products

The threat of substitutes originates inside the industry. The availability of replacements and
the threat that it offers to the fashion industry is uncommon. There are constant changes in the
fashion industry's trends and the availability of inexpensive clothes from the unorganized sector, but
the threat they pose is relatively low because customizing shoes and garments are based on their own
design, making it unpredictable and distinctive. The likelihood of the design being replicated is low.
References:

• London, L. (2022, September 27). Fashion collaborations have reached fever pitch. How did
we get here? Luxury London. https://luxurylondon.co.uk/style/hers/why-are-collaborations-
between-fashion-brands-so-popular/
• Orendorff, A. E. D. (n.d.). Fashion Ecommerce Trends + Stats 2022. Shopify Plus.
https://www.shopify.com/enterprise/ecommerce-fashion-industry
• Bhardwaj, R. (2016, March 25). Why it's Important to Build a Good Work Culture.
Entrepreneur. https://www.entrepreneur.com/en-in/growth-strategies/why-its-important-
to-build-a-good-work-culture/270338
• Oppong, T. (2021, December 8). The Importance of Location in Business. AllTopStartups.
https://alltopstartups.com/2018/03/15/the-importance-of-location-in-business/
• Cleave, P. (2021, December 17). Customer Satisfaction Surveys - Why They Are Important?
SmartSurvey. https://www.smartsurvey.co.uk/blog/why-are-customer-satisfaction-surveys-
so-important