Group Members Bettega Davide Birleanu Raluca Costiuc Alexandra D’Alessandro Antonio Rusu Raluca

1. The 3 leading countries in fashion industry  2. General aspects of the Italian fashion industry

   

2.1 2.2 2.3 2.4 3.1 3.2 3.3 3.4

Italian Figures The Crisis’ Effects The Production Cycle The Fashion Market

 3.Fast
   

Fashion vs Prêt-à-Porter
The SWOT Analysis of Fast Fashion The SWOT Analysis of Prêt-à-Porter Conclusion Explanations

 4.

The Future of Fashion

 Italy:

 Prêt-à-Porter:

Armani, Gucci, Prada, D&G  Casual & Jeans Wear: Just Cavalli, Diesel, Replay.
 France:

 Haute
 UK:

Couture: Christian Dior, Yves Saint Laurent

New Trends( Avantgarde) and Street Style( Edgy Fashion): Betty Jackson, Vivienne Westwood

Exports:

 Turnover:

 2nd place after China  6.2% of total TF global  Italy  26,9%  EU 27  73.1%

trade (460,845 Bill. €)

 Companies:  Italy 40%

 EU 27 60%
 Structure:  Fragmentation

of production Industrial districts

 In

2009, the Italian Fashion and Textile turnover has dropped by 16% from 54 to 45 bln €. the same time, employment in this sector has decreased by 26,000 units, from 508,000 to 482,000. dropped by 11% and export by

 At

 Imports

20%.

 Production

process:

Source: The Italian Textile and Fashion Industry presentation by F. Gonzaga

Main Actors:
 Designer:  Fashion  Pattern

creates the collection

Coordinator: is responsible for the look of the collection Maker: turns ideas and/or sketches into models

 Merchandiser:

defines the collection structure on the basis of the previous season data (price, number of themes, accessories, styles etc.)

Short Life-Cycles Volatility Predictability Impulse Purchasing Competition

 High  Low  High

 Strong

4

different sourcing models

Quickly and cheaply designing and manufacturing than 2 collections per year response method in store layout

 More

 Quick

 Investment  Examples:

H&M, Zara, Primark, Forever 21

Production line of the fashion houses with a higher volume and a less cost than the haute couture collections process for designing and manufacturing

 Long

 Garments

manufactured in smaller quantities collections per year

 Two

 Examples:

Armani, Gucci, Prada, D&G, Versace, Valentino

STRENGHTS •Standardized equipment •Using the materials in stock •Market timing •Low cost •Developed channels of distribution •Buying cycle •Bigger turnover •Many collections per year •Adaptive approach

WEAKNESSES •Medium and low quality •Mass production=> no uniqueness •Targeting medium or low classes

OPPORTUNITIES •Online market •Entering new markets •Adaptation to local trends and cultures •The collaboration with a high known designer •Competitors

THREATS •Negative image created by the NGOs and media

STRENGHTS •Standard patterns and equipment for certain items •The power of the brand •General high quality

WEAKNESSES •High price for sometimes unsophisticated materials •Limited availability •Long production cycle •Few collections per year THREATS

OPPORTUNITIES

•The right to copy certain patterns •Competitors •Easy to be reproduced established by haute-couture •Advertising and collaboration with •Financial celebrities

In this period, when all sectors are affected by the financial crisis, the comparison of the analysis and the reality have shown that

Fast Fashion

higher probability to survive during the crisis

higher chance to develop during the crisis

2009 Rank 2008 Rank

Brand

Country of Origin France

Brand Value 21,120

Change in brand value -2%

16

16

21

22

Sweden

15,375

+11%

41

45

Italy

8,182

-1%

50 59

62 60

Spain France

6,789 6,040

+14% -5%

• Improved control in production

Lower prices

Gross profits • Virtual Market • Higher adaptability to clients’ needs • Greater market expansion

 FAST

quickly satisfy consumers’ needs

 CLOSE

present in stores the new collections as quickly as possible  reduce the transportation costs the perceived value by the consumer

 WORTH

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