Alle theorien

18 important questions on Alle theorien

Explain the innovation and learning strategy?

Technological uncertainty: will the products work always as it should?
Market uncertainty: will consumers understand it?

Give 4 ways how you can manage market information?

1. trends forecast and cool hunting
2. Trial & Error, design thinking
3. Sales/pos data
4. Laboratorium, involve customers

Explain the phases of the historic evolution of strategic models?

1965-1975: unique image
1975-1985: brand focus
1985-1995: industrial development
1995-2000: financial holdings
2000-today: branding & crosschanneling
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Explain the 1st phase 1965-1975?

- fashion = status
- dominated by couturier in italy/france
- focus on originality and style
- still much home mode
- top/down diffusion

Explain the 2nd phase 1975-1985?

- democratisation
- US workwear manufacturing & US sales and marketing function
- GAP 1969 adopts bottom-up instead of top-down segmentation
- Borning of marketing
- Denim and workwear became populair
- Market orientation

Explain the 3rd phase 1985-1995?

- consumerism
- increasing scale and scope > brand extension/licensing
- globalization of markets and production
- open markets, free handel
- automation
- increasing professionalization

Explain the 4th phase 1995-2000?

- financial holdings
- increasing power of retailers
- vertical integration
- outsourcing of products
- focus on bottom line and turnover

Explain the last phase 2000-today?

- focus on brand ownership
- new future skills
- multi channels
- new luxury
- sustainability
- strong development of asian markets
- disappearance of family-owned business

How can you make sure that the customers will come back to your company? AIM CONTROL

1. owning production
2. make long-term contracts with suppliers
3. make sure that the suppliers does what you want

Explain electronic Data integration?

Right information at the right time/place
- They know what they sold because of codes
- system integration
- qualitative information exchange

What is fashion for Morand 2007?

It involves a creative and aesthetic activity, it appears in short cycles, it is associated with a brand or the identity of a creator/designer

What are the consequences for business?

- Incremental innovation as a source of turnover speed and high shop visits
- high unpredictability of markets
- flexibility more important than planning
- high reliance on emotional and symbolic values

What is a cultural gatekeeper?

That is someone who says whats happening of what of where an culture is busy with

Explain the trickle up theory and give an brand example?

Brands in the lead, post-modernisme, after the 70's. LEVIS
- focus on individualism and the self
- sub-cultures became more importance
- verzetten van jezelf tegen iedereen (punk)

Explain the trickle across theory and give an brand example?

Consumers in the lead, PATTA
- sub-cultures accepted and becomes part of the fashion system
- identity with different communities
- its not who you are but what you can share

What is the value proposition from strategy?

product/market combination + brand meaning and identity

Explain the strategy traditional, interactive and socio cult?

Traditional: focus on product benefits > goal: turnover: attract consumers
Interactive: focus on relationships > goal: loyalty: bind consumers
Socio Cult: focus on context > Goal: credibility: become an icon

Treacey & Wiersema and marketing, explain cost leaders, product leaders and customer intimacy?

Cost leader: discounters/fast-fashion > traditional market
Product leaders: designers/sport-tech > interactive market
Customer intimacy: cool tribal brand > socio cult marketing

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