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3 estrategias    prendas 3 estrategias prendas Presentation Transcript

  • Trends and Sourcing strategies of the European garment industry EU Market entry garments Cbi-Inexmoda-Proexport Medellin 4 August Cali 5 August Bogota 6 August By Josephine Koopman
  • Insight in trends and sourcing strategies in the garment industry Identify market opportunities CBI| Josephine Koopman| 8-2014 Our Goal for this session
  • 1. Sourcing strategies 2. Industry trends threat or opportunity? 3. Sales activities CBI| Josephine Koopman| 8-2014 Agenda: Trends and Sourcing strategies of the European garment industry
  • o  EU Market o  Type of buyers/distribution channels o  Margins o  Fashion cycle CBI| Josephine Koopman| 8-2014 Background sourcing strategies
  • Sourcing strategies: Steps Sourcing steps •  Garment needed •  Country as general indication •  Strategic decisions of company •  Supplier assessment   CBI| Josephine Koopman| 8-2014
  • Sourcing strategies: What to source where? CBI| Josephine Koopman| 8-2014
  • CBI| Josephine Koopman| 8-2014 global  sourcing   EU-­‐15  Top  15  Apparel  import  shi9s  2000-­‐2011-­‐2013   Rank   2000   2004   2008   2011   2013   1  China   China   China   China   China   2  Turkey   Turkey   Turkey   Turkey   Bangladesh   3  Hong  Kong   Bangladesh   Bangladesh   Bangladesh   Turkey   4  Tunisia   India   India   India   India   5  Bangladesh   Tunisia   Tunisia   Tunisia   Morocco   6  Inida   Morocco   Morocco   Morocco   Tunesia   7  Morocco   Hong  Kong   Viet  Nam   Viet  Nam   Viet  Nam   8  Indonesia   Indonesia   Indonesia   Pakistan   Pakistan   9  Thailand   Pakistan   Sri  Lanka   Sri  Lanka       10  Korea,  Rep.   Thailand   Pakistan   Indonesia       11  Pakistan   Sri  Lanka   Thailand   Thailand       12  Sri  Lanka   Viet  Nam   Hong  Kong   Cambodia       13  Viet  Nam   Korea,  Rep   Switserland   Malaysia       14  Malaysia   Switserland   Malaysia   Switserland       15  MauriTus   Malaysia   Cambodia   FYR  Macedonia   source:  UN  Comtrade2000-­‐2011/  2013    Kurt  Salmon  
  • New sourcing destinations Ethiopia Cambodia Myanmar Poland (again) CBI| Josephine Koopman| 8-2014
  • Which factors are considered most when buyers choose a sourcing region or partner ? CBI| Josephine Koopman| 8-2014
  • -  Costs -  Lead time -  Quality program -  Social compliance -  Product development capability -  Established region -  Accessibility of raw materials and integrated suppliers -  Specialist suppliers for niche markets -  Flexible suppliers: Smaller quantity higher quality -  Additional services (logistics, warehousing) -  Reduction of geographic destinations -  Reduction of suppliers CBI| Josephine Koopman| 8-2014 Factors Considered Most When Choosing a Sourcing Region/Partner
  • In search of lowest production costs - labor costs - import-export duty (Free trade Agreements) -  Material prices -  Volume discounts -  Logistic savings! -  Better flow Planning -  Storage options Be transparent! CBI| Josephine Koopman| 8-2014 Sourcing strategies: costs
  • Sourcing strategies: specialist/niche CBI| Josephine Koopman| 8-2014 Short lead time specialist
  • Sourcing strategies: Type of producer CM(T) supplier Ready made garment supplier Integrated supplier Fabrics, patterns, additional servces Integrated supplier handling warehousing CBI| Josephine Koopman| 8-2014
  • Sourcing strategy: Product development capability Who has developed a sample collection? Josephine Koopman, CBI
  • Sourcing strategies Even after a positive supplier assessment you can be out……. •  Reduction of geographic destinations •  Reduction of suppliers CBI| Josephine Koopman| 8-2014
  • Assignment POSITION Colombia TO OTHER COMPETING COUNTRIES, MAKE YOUR OWN COUNTRY SWOT FOR YOUR PRODUCTGROUP SWOT= STRENGHT, WEAKNESS, OPPORTUNITIES, THREATS CBI| Josephine Koopman| 8-2014
  • Industry Trends: threat or opportunity for you? •  Growing price competition, increased demand for fashion products against low prices •  Looking for alternatives for China and Bangladesh •  Hypermarkets also selling fashion •  Fashion Cycles get shorter, shorter delivery times and smaller volumes CBI| Josephine Koopman| 8-2014
  • CBI| Josephine Koopman| 8-2014 •  Actions/promotions or sales increased percentage of total turnover •  Growing internet sales •  Reduced quantities per style •  Higher standards of quality Industry Trends: threat or opportunity for you?
  • CBI| Josephine Koopman| 8-2014 2013 -  Minor increase hosiery spending -  Average price lingerie up -  Shaping briefs   Source INSTITUT FRANÇAIS DE LA MODE Industry Trends: threat or opportunity for you?
  • Industry trends: Corporate Social Responsibility Josephine Koopman, CBI How sustainable is the product you are offering?
  • Josephine Koopman, CBI What can You offer
  • •  Silver generation AGED 50-70 OLD 70+ CBI| Josephine Koopman| 8-2014 British supermodel 70+ Daphne Selfe, 85, 2014 Industry Trends: threat or opportunity for you?
  • Product trends •  Fuller bra cup sizes •  Plus-size market •  Sustainable market •  Male market •  Customized market •  Functional clothing •  Easy care clothing Josephine Koopman www.koopman-works.nl | 23
  • •  Middle segment declines •  Budget available for open to buy "   Repeat orders "   Trend colours "   Flash collections CBI| Josephine Koopman| 8-2014 Industry Trends: threat or opportunity for you?
  • Facts and threat •  More bankruptcy •  Profits and margins declined •  Difficult access to credit •  Last minute ordering, with risk passed on to suppliers •  Last moment cancellation of placed orders CBI| Josephine Koopman| 8-2014
  • Agenda training session Sourcing strategies 1.  Present situation recap 2.  Sourcing strategies 3.  Industry trends threat or opportunity? 4.  Sales activities CBI| Josephine Koopman| 8-2014
  • CBI| Josephine Koopman| 8-2014 ……….
  • Sales activities CBI| Josephine Koopman| 8-2014
  • Assignment How can you get in contact with the buyer CBI| Josephine Koopman| 8-2014 Contact the buyer
  • Depends on your product range, your specialty. -  Choose your trade fair -  Network -  Direct Marketing: Newsletter, samples, phone, mail -  Get publicity on a fashion community, or fashion journal -  Advertising -  Sales office/agent -  Personal visits: 2nd phase -  Free publicity: Certifications-articles -  Internet forum -  Approach online stores that offer special collections -  …. CBI| Josephine Koopman| 8-2014 How to reach the buyer
  • Trade Fairs Check target group - Interfiliere -  Salon International de la Lingerie -  CPM Body&Beach -  Who’s Next -  Zoom by Fatex -  …………. CBI| Josephine Koopman| 8-2014
  • Some last suggestions -  Transparent production and distribution process -  Updated sample collection -  Inform your customer -  Make your products as sustainable as possible and communicate this -  Respond well and fast on customers requests CBI| Josephine Koopman| 8-2014
  • Market  Intelligence  PlaYorm     •  hZp://www.cbi.eu/markeTntel_plaYorm   Centre for the Promotion of Imports from developing countries | August, 2014 33
  • Centre for the Promotion of Imports from developing countries | August, 2014 34
  • Centre for the Promotion of Imports from developing countries | August, 2014 35 Market intelligence example
  • Centre for the Promotion of Imports from developing countries | August, 2014 36 Fashion forecasts for free!
  • Insight in trends and sourcing strategies in the garment industry Identify market opportunities CBI| Josephine Koopman| 8-2014 Our Goal for this session
  • EU market access: an introduction 9.00-­‐9.30   IntroducTon   IntroducTon  of  the  parTcipants       The  European  market   Trade  channels:  Players,  margins  and  fashion  cycle  (part  1)   10.30-­‐11.00   Coffee/tea  break     11.00-­‐12.30   Trade  channels:  Players,  margins  and  fashion  cycle  (part  2)   Sourcing  strategies  of  EU  buyers,  industry  trends:  treats  or   opportuniTes?     12.30-­‐13.30   Lunch   13.30-­‐14.30   IntroducTon  CBI  and  new  Body  wear  programme   TesTmonial     14.30-­‐15.00   Coffee/tea  break     15.00-­‐16.00   Discussion  –  ApplicaTon  form     Centre for the Promotion of Imports from developing countries | August, 2014 38
  • Thank you for your attention! Any questions? CBI| Josephine Koopman| 8-2014