Puma
21st century fashion marketing
21st centuries fashion industry is fragmented. The impact of globalization has made substantial changes in fashion marketing however with the latest information technologies and communication systems the speed of this change will increase significantly forcing imaginative and innovative response to market.
Dicken (1998) points out that the textiles and clothing industries were the first manufacturing industries to take on a global dimension and are the most widely dispersed in the developing world. As a result of these changes retailers moved towards global supply chains for their textiles and apparel products in order to acquire cost and lead time benefits thus meeting their fast moving and demanding consumer needs. “However when a well-selling stock ‘item’ needs to replenish in the middle of the season global sourcing is not very efficient (Bruce & Daly, 2007).” Even with the internet and new communication systems things are still......
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Approximate Word Count: 1673
Approximate Pages: 7 (250 words per double-spaced page)
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