Lec1 Overview of the Fashion Industry

The main stages of the fashion business, from branding and designing, through
garment manufacturing and the supply chain, to the changing face of fashion
retail and marketing.
1. Design and Development 設計與開發
2. Sampling, Sourcing and Merchandising 取樣、採購和銷售
3. Production and Quality Assurance 生產及品質保證
4. Logistic and Distribution 物流配送
5. Wholesale and Retailing 批發零售業

Other important components

- Fashion Journalism 時尚新聞
- Fashion Bloggers 時尚部落客
- PR and Marketing 公關與行銷
- Fashion Buying 時尚買手
- Testing / Lab. 測試
- Fashion Compliance 時尚合規性
Haute Couture 高級時裝
• Luxurious, elaborately detailed and finished one-off pieces, combined with
sometimes extravagant designs 奢華、精緻、一次性的成品
• At the top end of the fashion spectrum, serving the very few remaining who
can afford the luxurious creations that are fitted specifically to the client’s every
measurement 為極少數有能力的人服務/ 為每位客戶量身訂做尺寸
• A protected term in France which can be officially used only by designer who
meet well-defined standards set by the Chambre Syndicale de la Couture

Ready-to-wear
(high-end Fashion/Middle Market) 高級時裝的替代品
• Prêt-a-porter: A viable alternative to haute couture in the 1960s
• A range of standard sizes that could be brought directly from boutiques
• Far less expensive and instantly more accessible to a wider audience
• Cross between Haute couture and the mass market 高級時裝與大眾市場的交叉
• Great care and detail is taken in the design and finishing, and the numbers of
each garment is low, exclusive and expensive 數量少、獨特且昂貴

Mass Market & Value Market 大眾市場

• Clothes are produced in very large quantities and in a good range of standard
sizing, less expensive, and more accessible 生產量非常大
• Produce first then sell through retail distribution outlets, typically owned by the
brand
• Large element of risk is involved as it is difficult to predict exactly what
products will be sold 難準確預測
• Value Market: Value fashion retailers & discount retailers who rely on huge
sales volumes to create profit. 依賴龐大的銷量來創造利潤
– Low and affordable pricing 低廉且實惠的價格
– Fabric and trims have to be low quality 低品質

Price Point Category 價位類別

• Designer (Most Expensive)
– The most expensive price zone: Designer label 設計師品牌, 非量身定制
– Often regard as couture, but not custom-made to body measurement –
Examples: Giorgio Armani, Issey Miyake, Chanel, Calvin Klein
• Bridge Lines
– Diffusion lines
– Less expensive, situated between designer and better 介於設計師和更好之間
– Example: Armani Collezioni, Red Valentino , Donna Karan New York, Lauren by
Ralph Lauren
• Better Goods
– Generally carry a lower price than bridge lines (it may only be due to the
lesser-known name 不太為人所知) and are of good quality 品質很好
– Examples: Emporior Armani, Marc by Marc Jacobs, Angès b, COS
• Moderate Goods 中型商品
– Lower in price and quality than better goods and are sold at many department
stores 在百貨公司出售
– Example: Levis, Zara, Mango, Armani Exchange
• Budget or Mass (Least Expensive)
– Primarily at mass merchandisers and discount stores
– Least expensive of the price zones
– Include store brands of retailers with low prices as a competitive strategy (e.g.
Forever 21, Cotton On, Primark, Target and Wal-Mart) 納入低價零售商
– Discount stores – private label merchandise (e.g. Kmart’s Jaclyn Smith brand)

Brand Tiers 品牌等級 (Different price in a same brand同一品牌不同價格)

• A brand aims to target for different price zone

Lec2 Fundamentals of Management: Theories & Concepts

Management is the attainment of organizational goals in an effective and

efficient manner through planning, organizing, leading, and controlling
organizational resources 規劃, 組織, 領導, 控制
Management - A process designed to achieve an organization’s objectives by
using its resources effectively and efficiently in a changing environment
有效且有效率地使用組織資源

Managers - Those individuals in organizations who make decisions about the use
of resources and who are concerned with planning, organizing, staffing, directing
and controlling the organization’s activities to reach its objectives
負責資源使用決策並負責規劃、組織、人員配備、指導和控制組織活動

Management Functions
1) Planning – Setting goals, establishing strategies, and developing plans to
coordinate activities 設定目標、制定策略
2) Organizing – Arranging and structuring work that employees do to accomplish
the organization’s goals. 安排和組織
3) Leading – Motivating, leading, and other actions involved in dealing with
people. 激勵, 領導
4) Controlling – Monitoring employees’ activities to ensure that they are
accomplished as planned 監控
Management Approach Historical
Historical Examples & Early Thinking 歷史例子與早期思考
• Great infrastructures in ancient time (e.g. Egyptian pyramids, Great Wall in
China) 埃及金字塔、中國長城
• Adams Smith (1776): Division of Labor 勞動分工(or job specialization工作專業
化) breaking down jobs into narrow and repetitive tasks 狹窄且重複的任務
to gain economic advantages (Increase productivity)
• Increasing each workers’ skills and dexterity 技能和靈活性
• Saving time lost in changing tasks 節省時間
• Creating labor-saving inventions and machinery 發明機械
• Industrial Revolution工業革命
- Emergence of Factory (Assembly Line and Workers) • Forecast production
• Ensure material quantity 物料數量
• Assign tasks to people 任務分配
• Direct daily activities 日常活動

Management Approach Classical

1. Scientific Management (Fredick Taylor/Frank Gillbreth)

4 Principles of Scientific Management (Fredick Taylor)
• Develop a science for each element of an individual’s work to replace the old
rule-of-thumb method 選拔, 訓練, 教導, 發展
• Scientifically select and then train, teach, and develop the worker.
• Heartily cooperate with the workers to ensure that all work is done in
accordance with the principles of the science that has been developed
• Divide work and responsibility almost equally between management and
workers. 平等分配工作
Management does all work for which it is better suited than the workers
Modern Application:
• Time-and-motion study to eliminate wasted motion
• Hire the best-qualified workers for a job
• Design incentive system based on output 設計激勵體系

2. Administrative Principles (Henri Fayol/Max Weber)

14 Principles of Management 14 條管理原理 (Henri Foryol)
• Focused on what managers do and what constituted good management
practice (activities of all managers)
• Management was an activity common to all business endeavors, government,
and even home
• Division of labor 分工
• Authority 權威
• Discipline 紀律
• Unity of command 統一指揮
• Unity of direction 方向一致
• Subordination of individual interests to the general interest 個人利益服從整體利
益
• Remuneration 薪酬
• Centralization 集中化
• Scalar chain 標量鏈
• Order 命令
• Equity公平
• Stability of tenure of personnel人員任期的穩定性
• Initiative 倡議
• Esprit de corps 團隊精神

Frame of References
• Management authority 管理權限
• Centralized decision making 集中決策
• Reporting to only one boss 只向一位老闆報告
Management Approach Behavioural

2. Hawthorne Studies
A series of studies started in 1920s conducted at Western Electric Company
Works (scientific management experiment 科學管理實驗) to understand how
economic incentives and physical conditions of the workplace affected the output
of workers 物質條件(經濟誘因和工作場所)
• Redesign of jobs 工作崗位
• Changes in workday and workweek length
• Introduction of rest periods 休息時間
• Individual versus group wage plans 薪資計劃
Key Findings:
• Social norms (i.e social setting & human relations 社會規範) or group standard
群體標準 were the key determinants of individual work behaviors
• Better human relation 人際關係, higher productivity: Group (standards) >
individual behaviors (output) > attitudes
• Money is less a factor in determining output than group standards, group
attitudes, security. 團體標準, 團體態度, 安全感 (X$)
Management Approach Quantitative
Quantitative Approach (Management Science) 定量技術
• Definition: The use of quantitative techniques to improve decision
• History: Evolved from mathematical and statistical solutions developed for
military 從軍事開發的數學統計解決方案演變
Problems during WWII
• Methods: Applying statistics, optimization models, information models,
computer simulations, and other quantitative techniques to management
sciences to improve 應用統計, 最佳化模型, 資訊模型, 計算機模擬 managerial
decision making
• Linear programming 線性規劃
• Working scheduling 工作安排
• Economic order quantity model
• Total Quality Management: A management philosophy devoted to continual
improvement and responding to customer needs and expectation 品質管理
• Intense focus on the customer 關注客戶
• Concern for continual improvement 持續改進
• Process focused 注重流程
• Improvement in the quality of everything the organization does
• Accurate measurement 精確測量
• Empowerment of employee 賦予員工權力
*Continual Improvement: Accurate measurement via statistical techniques that
measure every critical variable in the organization’s work processes

Management Approach Contemporary

2. Contingency Approach 應急方法
• Critics: Universally Applicability of Previous Management Theories 普遍適用性
• Jobs become too specialized 過於專業化
• Structural designs 結構設計 can be more effective
• Management cannot be based on simplistic principles to be applied in all
situations 適用於所有情況
• Definition: A situational approach that organizations are different, face
different situations (contingencies), and require different ways of managing.
面臨不同情境
• Four Popular Contingency Variables:
• Organization Size 組織規模
• Routineness of Task Technology 任務技術的常規性
• Environmental Uncertainty 環境的不確定性
• Individual Differences 個體差異
Management Trend in 2023 管理趨勢
12 Leadership Skills For Growing Teams In 2023 (Source: Forbes)
1) Define a shared purpose and values 共同目標和價值觀
2) Nourish your network
3) Normalize change 規範化變革
4) Push decision-making to the front line 決策推至一線
5) Support team in understanding and defining their own metrics 定義自己的指標
6) Learn to manage risks by listening 透過傾聽學會風險管理
7) Build empathetic one-on-one relationships 富有同理心的一對一關係
8) Promote team psychological safety 團隊心理安全
9) Embrace diversity, equality and inclusion 多元, 平等, 包容
10) Promote autonomy 自治
11) Encourage team routines 團隊日常活動
12) Build self-organizing habits 自組織習慣

Lec3 Roles and Functions of Managers in Fashion Business

Types of Managers
Vertical Differences
• Top Managers – Top of the hierarchy; responsible for the entire organization
• Middle Managers – Middle level of the hierarchy; responsible for business and
major departments 負責業務及主要部門
• Project Managers – Responsible for a temporary work project that involves the
participation of people from various functions and levels of the organization
臨時工作項目
• First-Line Managers – Responsible for production of goods and services and
overseeing groups of production employee 商品和服務的生產並監督
Horizontal Differences
• Functional Managers – Responsible for a department that performs a single
functional task, such as finance or marketing 執行單一職能任務的部門
• General Managers – Responsible for several departments that perform different
functions 多個執行不同職能的部門

Vertical Differences

/ Salary

Horizontal Differences (Financial / Operation / Human Resource / Marketing)

1) Financial Managers 財務經理
Managers who are responsible for the financial health of an organization. They
produce financial reports, direct investment activities, and develop strategies
and plans for the long-term financial goals of their organization.
Typically involved in
• Projecting income and expenses 預測收入和支出
• determining financing needs 確定融資需求
• Investing extra funds 投入額外資金
• Obtaining necessary funding, both in the short-term and long-term
• Protecting and monitoring the money flow 保護和監控資金流動
• Analyzing data from financial charts 分析財務圖表中的數據
2) Operation Managers 營運經理
Productions and operations managers who develop and administer the activities
involved in transforming resources into goods, services and ideas ready for the
marketplace 資源轉化 (可供市場使用 - 商品,服務)
Typically involved in
• Planning and designing production facilities 規劃設計
• Purchasing raw materials and supplies 採購原料和供應品
• Managing inventory 管理庫存
• Scheduling processes to meet demand 安排流程
• Ensuring products meet quality standards 品質標準 /日常營運 /管理,激
勵
=• Day-to-day running of a store or department maximizing sales and profit
• Managing and motivating a team to increase sales and ensure efficiency
3) Human Resources Managers 人力資源經理
Handle the staffing function and deal with employees in a formalized manner
Typically involved in 處理人事職能
• Determine the human resource needs
• Recruit and hire new employees 招募和聘用新員工
• Develop and administer employee benefits, training and performance appraisal
programs 制定員工福利, 培訓, 績效評估
• Deal with government regulations 應對政府法規
4) Marketing Managers 行銷經理
Responsible for planning, pricing, and promoting products and making them
available to customers 規劃, 定價, 推廣
Typically involved in
• Conducting marketing research 行銷研究 推廣品牌產品(廣告, 公共關係, 銷
售)
• Promoting the brands and its products using advertising, public relations, sales
promotion, personal selling, visual merchandising and the internet
• Developing and maintaining media relations across fashion stylists, journalists
and editors 維繫時尚造型師, 記者, 編輯之間的關係
• Plans and executes company events from fashion shows to photo shoots and
press days. 規劃和執行公司活動

5) Other Types of Managers

Information Technology (IT) Managers 資訊科技經理
Responsible for implementing, maintaining, and controlling technology
applications in business, such as computer networks 實施, 維護技術應用
Administrative Managers 行政經理
Manage an entire business or a major segment of a business; they are not
specialists but coordinate the activities of specialized managers 協調專業經理

Management Skills
Conceptual and Analytical Skills 概念和分析能力
• The cognitive ability to see the organization as a whole system and the
relationships among its parts. 其各部門之間關係 了解團隊的位置
• Involves knowing where one’s team fits into the total organization
• How the organization fits into the industry, community, and the broader
business and social environment. 融入產業, 社區環境
• The ability to identify relevant issues, recognize their importance, understand
the relationships between them and perceive the underlying causes of a situation
Human (Social) Skills 人類（社交）技能
• The manager’s ability to work with and through other people and to work
effectively as a group member.
• Demonstrated in the way a manager relates to other people, including the
ability to motivate, facilitative, coordinate, lead, communicate, and resolve
conflicts 激勵, 促進, 協調, 領導, 溝通, 解決衝突
Technical Skills 技術能力
• Understanding of and proficiency in the performance of specific tasks 熟練執行
• Technical skills include mastery of the methods, techniques, and equipment
involved in specific functions such as engineering, manufacturing, or finance.
掌握工程, 製造, 財務等特定職能的方法, 技術, 設備
Roles of Managers (generic)

Roles of Managers (Fashion Business)

1. Relationship Management 關係管理
A formal approach to understanding, defining, and supporting inter-business
activities related to business networking. 理解, 定義, 支援
• Understand the business
• Assist in prioritization of projects 優先順序
• Ensure the project provides max. return on investment 投資報酬
• Direct corporate service strategy to support overall business strategy
支援業務策略
2. Critical and strategic thinking 批判性和策略性思維
• Strong customer focus 以客戶為中心
• Analyzing skills
• Problem-solving skills 解決問題
• Decision making skills 決策能力
• Commercial awareness 商業意識
3. Excellent communication and interpersonal skills
Various ways of communication
• Verbal communication 口語
• Nonverbal communication
• Digital communication 數位通訊
• Visual communication 視覺交流
Communication skills involve the ability to take an idea or set of instructions
and convey them to your audience in a manner that is comprehensible. 易於理解
• Presentation skills 演講
• Negotiation skills 談判
• Business writing skills 商務寫作
• Networking skills 網路技能
• Cross-cultural communication 跨文化溝通
• Win-win conversation 雙贏對話
• Teamwork
Interpersonal skills refer to the ability of a manager to communicate with and
understand his team.
• Listening
• Questioning
• Manners 禮儀
• Problem solving
• Assertiveness 自信

4. Good standard of IT, numeracy and digital savvy/system

• Word processing 文書處理
• General internet
• Communication
• Accounting 會計
• Excel
• Publishing software
• Project management software 專案管理軟體
• Human resources software
• Professional software by job nature
• Other programs and software used by the company

5. Effective influencing and negotiation skills

6. Ability to work under pressure and to tight deadlines 壓力, 緊迫期限

• Remain calm, always 冷靜
• Stay focused on what needs to be accomplished 專注
• Stay positive 樂觀
• Get help if you need it and work as a team
• Join in with big projects to train up your stress
management skills
• Take your breaks for top performance 休息
• Utilize your vacation time wisely

7. Flexibility & Rigid

• Flexible with people & strategies 靈活應對
• Rigid with timelines & budget 時間表, 預算

8. Strong time-management skills

• Email system to prioritize to-do-list 電子郵件系統
• Attack one type of action at a time
• Eliminate distractions - Action-focused meeting
• Practice of gratitude
• Make use of productivity tools (apps) 生產力工具
• Communicate with others to work effectively

9. Attention to detail 注重細節 專注於任務

To pay attention means to focus on an action or thing. In the business aspect,
attention to detail definition includes the ability to concentrate on a task.
• Create a detailed work plan 清單
• Make lists 提前規劃
• Plan in advance 限制干擾
• Limit distractions
• Maintain a schedule
• Avoid overloading yourself/Take care of yourself 避免超負荷
• Employ trusted colleagues to look over your work
and offer them the same courtesy

10. Demonstrable leadership and management qualities 領導與管理

• Leader - Someone who can influence others and who has managerial authority.
• Leadership - the process of influencing a group to achieve goals.
- Autocratic leaders 專制領導者 make all the decisions then tell employees what
must be done and how to do it
- Democratic leaders 民主領導者 involve their employees in decisions
- Free-rein leaders 自由領導者let their employees work without much
interference; setting performance standards 績效標準 and letting employees find
their own way to meet them
Leadership can maximize productivity, shape a positive culture and promote
harmony.
• The pursuit of bettering your environment – humble, authentic expression of
your unique personality
• Knowing your team and yourself well – make use of strengths and address
weaknesses 充分了解 -> 發揮優勢, 彌補劣勢
• Giving people the tools to succeed – take responsibility 承擔責任
• Open, authentic and positive influence
• Clarity, confidence and courage – know the right things to do
• Building consensus and common goals
• Being the solution to problems – see the problem and give solution
• Helping others achieve the impossible
• Building the next generation of leaders – develop team 培養
• Building followership 追隨者 – inspire others, give direction and vision 方向願景
• Actively listening – to listen, to inspire, to empower 積極傾聽

Lec4 Ownership & Organizational Structure of Fashion Business

1. Sole Proprietorships 個人獨資企業
• Definition: Businesses owned and operated by one individual
• Advantages
• Easy to form and wind up
• Quick decision and prompt action 快速決策
• Maintenance of business secrets 維護商業機密
• Direct incentive 直接激勵
• Flexibility in distribution and use of profit 利潤分配彈性
• Few government regulation 政府監管少
• Disadvantages
• Limited resources 有限資源
• Limited managerial ability
• Unlimited liability 無限責任
• Limited life of a business concern

2. Partnership 合作夥伴關係
• Definition: A form of business organization defined as an association of two
or more persons who carry on as co-owners of a business for profit
- General Partnership: A partnership that involves a complete sharing in both the
management and the liability of the business 完全共享
- Limited Partnership: A business organization that has at least one general
partner, who assumes unlimited liability, and at least one limited partner, whose
liability is limited to his or her investment in the business
• Advantages
- Ease of formation and closure
- Balanced decision making 平衡的決策
- More capital and credits 更多資本和信用
- Sharing of risks 風險共擔
- Benefits of specialization 專業化
• Disadvantages
- Unlimited liability 無限責任
- Responsible for each others’ decisions 對彼此的決定負責
- Uneven distribution of profits 利潤分配不均
- Possibility of conflicts 發生衝突
- Lack of public confidence 公眾缺乏信心

3. Corporation / Limited Liability Company 法人/有限責任公司

• Definition: A legal entity, created by the state, whose assets and liabilities are
separate from its owners 其資產和負債與其所有者分開
- Stock: Shares of the corporation that may be bought or sold. It can also be
gifted or inherited 可以買賣的公司股票
- Dividend: Profits of a corporation that are distributed in the form of cash
payments to the stockholders 公司以現金支付給股東的利潤
• Types of Corporation:
- Private Corporation (Limited Liability Company 有限責任公司): A corporation
owned by just one or a few people who are closely involved in managing a
business
- Public Corporation (Corporation): A corporation whose stock anyone may buy,
sell, or trade 任何人都可以購買、出售或交易其股票的公司
* Initial Public Offerings (IPO): Selling a corporation’s stock on public markets
for the first time
Elements of a Corporation
• Board of Directors 董事會: A group of individuals, elected by the stockholders
to oversee the general operation of the corporation, who set the corporation’s
long range objectives.
- Inside directors
- Outside directors
• Stock Ownership 股權: Two Types of Stock
- Preferred Stock 優先股: A special type of stock whose owners, though not
generally having a say in running the company, have a claim to profits before
other stockholders do.
- Common Stock 普通股: Stock whose owners have voting rights in the
corporation, yet do not receive preferential treatment regarding dividends
Steps of creating a corporation:
1. Name and address of the corporation
2. Objectives of the corporation
3. Classes of stock (Common, preferred, voting, non-voting) and the number of
shares of each class of stock to be issued
4. Expected life of the corporation 預期壽命
5. Financial capital required at the time of incorporation 財務資金
6. Provisions for transferring shares of stock between owners 轉讓股份的規定
7. Provisions for the regulation of internal corporate affairs 內部事務管理規定
8. Address of the business office registered with the state of incorporation
9. Names and addresses of the initial board of directors
10. Names and addresses of the incorporators 發起人

• Advantages
- Limited liability 有限責任
- Legal protection 法律保護
- Easy transfer of ownership 輕鬆轉讓
- Centralized management 集中管理
- Enhanced credibility 可信度
- Securing funding is easier than for other forms of business (for Corporation)
• Disadvantages
- Double taxation 雙重稅收 不能發行股票
- Limited growth potential – cannot issue stock (for Limited Liability Company)
- Expensive and difficult to form 昂貴且難以形成 (governed by law受法律管轄)
- Higher cost to operate 營運成本較高 向政府和公眾披露資訊
- Disclosure of information to the government and the public (for Corporation)
- Owners and managers are not always the same and they can have different
goals 不同目標

4. Franchising 特許經營 購買擁有和經營商店的權利

• Definition: A contractual arrangement made between a fashion brand
manufacturer / retailer / wholesaler and another independent retail business,
which buys the right to own and operate a shop in a closely specified format.
• Benefits: Expand quickly without risking huge capital and management costs
快速擴張，無需承擔巨額資本和管理成本的風險
Principles of Fashion Business Economics

Overview of elements in Fashion Business

2. Distributor 經銷商 has a business relationship with manufactures.
The distributor becomes the manufacturer's direct point of
contact for prospective buyers of certain products.

3. Wholesaler 批發商 buys a large quantity of products directly from

distributors. Products are sold to resellers rather than to
consumers

4. Retailer 零售商 consists of small and large for-profit businesses that

sell products directly to consumers.

Organizational Culture 組織文化

• Definition: A firm’s shared values, beliefs, traditions, philosophies, rules, and
role models for behavior 共同價值, 信念, 傳統, 哲學, 規則, 行為榜樣
• Ensures that organizational members:
- Helps ensure that all members of a company share values 共享價值觀
- Suggests rules for how to behave and deal with problems 規則建議
- Has a significant impact on performance and employee retention 績效, 員工留任
- Sets a positive tone for decision making and building efficient organizational
structure
Organizational Structure 組織架構
• Definition: The arrangement or relationship of positions within an
organization. It will affect...
• Decision making 決策
• Costs and efficiencies 成本, 效率
• Overall success and sustainability 整體成功與永續性
• Employee unity 團結
• Understanding of how to deal with problems

Roles & Departmental Functions in Organizational Structure

Executive Board 執行董事會
• Oversee the daily operation of the entire organization 監督
• Ensure profits to shareholders are being maximized by means of...
- New store development 新店開發
- Investor relations 投資人關係
- Employee and consumer satisfaction 滿意度
• Made up of established industry leaders or those whose background can best
support of the organization in an unbiased fashion
Human Resources 人力資源
• Ensure that employees adhere to both the company guidelines and legal
requirements set forth by the legal system of which it is a part 遵守公司準則, 規定
• Handle various aspects
- Corporate legalities 合法性
- Employee insurance (compensation and benefits 薪資福利)
- Training
Merchandising and Buying 推銷購買
• Ensure the right seasonal product is purchased, priced and allocated to the
stores or e-commerce distribution sites 季節性產品定價, 分配
• Main functions of buyer 買手: Source the textiles or goods each season and
work with design
department to produce the desired silhouette
• Main functions of merchandiser 跟單員: Work to create pricing strategies, while
continually analyzing business trends to meet goals set forth by the department
head or executive committee each season 分析業務趨勢
Design 搜尋, 選擇, 訂購布料, 飾邊, 緊固件, 裝飾品
• Develop ideas and produce design and search, select, order and purchase
fabrics, trims, fastenings and embellishments.
• Update with emerging fashion trends and general trends related to fabrics,
colors and shapes. 了解與布料, 顏色, 形狀相關的時尚趨勢
• Collaborate with sales, buying and production teams on an ongoing basis to
ensure item suits customer, market and price points and adapt existing designs
for mass production. 確保產品適合客戶、市場和價格點
• Study and analyze design from a technical perspective involving producing
patterns and specifications for designs (including fitting, detailing and
adaptations 組裝, 細節設計, 改編).
Creative Services/Marketing 創意服務/行銷
• Made up of members who are well-versed in the company culture
• Able to easily convey this to the consumers via elements such as print or
digital media, visual displays, or branded materials 印刷或數位媒體, 視覺展示, 品牌
材料
• Marketing, advertising, and visual merchandising • 行銷, 廣告, 視覺行銷
Information Technology 資訊科技
• Oversee all of the company’s digital information for corporate offices, stores,
and the consumers’ uses
• Think of the various web pages or applications you visit on a regular basis and
how they differ both visually and operationally
Store Operation 店鋪營運
• Ensure that the stores are set up successfully
• Manage daily operation 日常營運
• Ensure consistency among stores through product allocation, VM and display,
customer services, store design, loss prevention, and store logistics
確保商店之間的一致性
Specialization 專業化
Definition: The division of labor into small, specific tasks and the assignment of
employees to do a single task 小的、具體的單一任務
Why specialize:
• Efficiency 效率 (Practice makes perfect)
• Ease of training 易於培訓
Overspecialization can have negative consequences
- Employees become bored 無聊
- Job dissatisfaction 不滿意
- Poor quality work 品質差
- Increased injuries
- Increased employee turnover 流動率

Departmentalization 部門化
Definition: The grouping of jobs into working units usually called
departments, units, groups, or divisions 部門, 單位, 團體
• Functional departmentalization 職能: The grouping of jobs that perform similar
functional activities, such as finance, manufacturing, marketing, and
human resources
• Product departmentalization 產品: The organization of jobs in relation to the
products of the firm
• Geographical departmentalization 地理: The grouping of jobs according to
geographic location, such as state, region, country, or continent
• Customer departmentalization 客戶: The arrangement of jobs around the
needs of various types of customers

Assigning Responsibility 分配責任

• Delegation of Authority 權力下放
Giving employees not only tasks, but also the power to make commitments, use
resources, and take whatever actions are necessary to carry out those tasks.
- Centralized Organizations 集中組織: A structure in which authority is
concentrated at the top, and very little decision-making authority is delegated to
lower levels.
- Decentralized Organizations 權力下放組織: An organization in which
decision-making authority is delegated as far down the chain of command as
possible. Delegating authority to lower levels of managers may increase the
organization’s productivity
• Responsibility 責任
The obligation, placed on employees through delegation, to perform assigned
tasks satisfactorily and be held accountable for the proper execution of work
• Accountability 問責制
The principle that employees who accept an assignment and the authority to
carry it out are answerable to a superior for the outcome

Span and Layers of Management 管理跨距和層次

• Span of Management 管理範圍
The number of subordinates who report to a particular manager
- A wide span of management exists when a manager directly supervises a
very large number of employees
- A narrow span of management exists when a manager directly supervises
only a few subordinates
• Layers of Management 管理階層
The levels of management in an organization
- A company with many layers of managers is considered tall; in a tall
organization, the span of management is narrow 管理跨度窄
- Organizations with few layers are flat and have wide spans of management
扁平化，管理跨度大
Career Opportunities in Fashion Business
• Fashion Buying/Merchandising 時尚採購/行銷
• Fashion Management 時尚管理
• Fashion Retailing 時裝零售
• PR & Fashion Marketing 公關與時尚行銷
• E-commerce 電子商務
• Data Analysis 數據分析

Lec5 Fundamentals of Fashion Consumer Behaviors

Consumer Behavior
Definition: As an On-going Process, It is the study of the processes involved
when individuals or groups acquire, consume, or dispose of products, services,
ideas, or experiences to satisfy needs and desires.
• Acquiring: Receiving, finding, producing, purchasing , queuing...
• Consuming: Collecting, cleaning, evaluating, displaying, wearing,
storing ...
• Disposing: Giving, throwing, recycling, depleting ...
Consumption Meanings 消費意義
• Role Theory
- a consumer's behavior is like actions in a play. We all are actors playing a role
when we purchase.
• Self-concept attachment 自我概念依附
- the product helps to establish the user’s identity 有助於建立用戶的身份
- It develops gradually as a result of unique experiences 獨特的經驗
within the self, with others and with the realities of the world 自我內在的現實
• Nostalgia attachment 懷舊依戀
- the product serves as a link to the consumer’s past
• Interdependence 常規
- the product is a part of the user’s daily 日常生活的一部分
routine. (Quality consistent, purchase frequently)
• Love
-the product elicits emotional bonds of warmth, passion, or other strong
emotion. 情感連結

Market Segmentation 市場區隔

The division of a mass market into distinct groups which have common
characteristics, needs, and similar responses to marketing action.
Reminder:
• Consumption behavior is rarely traceable to only one segmentation factor
• Useful segmentation typically is developed by one including variable from
several bases
• Observe the interrelationship among those factors and the bases for
segmenting the market 細分市場
Types of Consumer Decisions

A) Habitual / Routine Decision Making 習慣性/例行決策

- Choice characterized by automaticity are performed with minimal effort without
conscious control 自動化, 最小的努力
- Repetitive behavior 重複性行為 allows consumers to minimize the time and
energy spent on mundane purchase decision
B) Limited Problem Solving 有限的問題解決
- More straightforward and simple 簡單直接
- Not motivated to search for information or to rigorously evaluate each
alternative
- Use simple decision rules to choose among alternatives to choose among
alternatives 備選方案
C) Extended Problem Solving 擴展問題解決
- Initiated by a motive that is fairly central to the self-concept
- The eventual decision is perceived to carry a fair degree of risk
- Consumers try to collect as much information as possible, both from memory
(internal search) and from outside sources (external search)
- Each product alternative is carefully evaluated by considering the attributes of
one brand at a time 仔細評估
and seeing how each brand’s attributes shape up to some set of desired
characteristics 塑造出一組所需的特徵

Lec6 Fashion Entrepreneurship and Business Planning

Entrepreneurship 創業精神
Definition: a way of thinking, reasoning, and acting that is opportunity obsessed,
holistic in approach, and leadership balanced
Traits of a Thriving Entrepreneur 企業家
● Passion
● Determination
● Ethics and Integrity
● Vision
● Money & Time Management
● Adaptability 適應性
● Autonomy 自治
● Competitiveness 競爭力
● Motivation

Decision Making Process

Decision making is important in all management functions and at all levels
whether on strategic, tactical or operational level
1. Identify the Problem 找出問題所在
• Recognizing the problem or opportunity
• Determine why this decision will make a difference to your customers, fellow
employees, business
2. Collect Information 收集資訊
• Gather information (facts and data)
• Determine what information is relevant
• Determine how to get information
3. Identify the Alternatives 確定替代方案
• Identify the various solutions
• Provide a range of options
4. Weigh the Evidence 權衡證據
• Evaluate for feasibility, acceptability and desirability
• Weigh pros and cons
• Select the option that has the highest chances of success
5. Choose from the Alternatives 從替代方案中選擇
• Understand the risks
• Choose a combination of alternatives that you fully
grasp all relevant information and potential risks
6. Implement the Action 實施行動
• Create a plan for implementation
• Identifying what resources are required
• Gaining support from employees and stakeholders
7. Evaluate the Results 評估結果
• Evaluating decision for effectiveness
• Ask yourself what you did well
• What can be improved next time

Fashion Business Planning

Definition:
The set of steps a business goes through to develop a strategic plan
1. Describe how business select target market segments 區隔市場
2. Determine the appropriate retail format 零售業態
3. Build sustainable competitive environment 競爭環境
Steps:
1/ Define Business Concepts 業務概念
2/ Define Business Mission and Vision 企業使命與願景
3/ Conduct Environmental Analysis 環境分析
4/ Establish Specific Objectives and Allocate Resources 制定具體目標, 分配資源
5/ Develop Brand Elements and Marketing Strategies 品牌元素,行銷策略
6/ Evaluate the Performance & Make Adjustment 評估績效, 進行調整

Define Business Concept

1. Segmentation 分割
Conceptualized the intended product (differentiate / better) to be sold in the
marketplace Product Enduses
● Groups of Clients 客戶群
● Price 價格
 2. Mission & Vision 使命與願景
Mission Statement
defines the business and its reason for its existence 存在的原因
What the company is all about 本質 – Reflection of every aspect of business
–who and what it stands for?
1. Identify the company’s niche 利基市場
2. Describe what the focus and accomplishments will be
3. Define who are the customers and what are the capabilities
4. Integrate socially meaningful and measurable criteria 具有社會意義
5. Refine the words to create a concise and precise statement of mission
Vision Statement 簡潔, 精準的使命宣言
Provides directions and describes the outcomes that are 5-10 years away –
motivation to reach business goals 提供方向
1. A vision statement further defines the company’s purpose while communicate
the value of the brand 公司的宗旨, 價值
2. Identify the mission
3. Describe the long-term goals of a company 長期目標
4. Follow through on the visions statement
3. Environmental Analysis 環境分析
Market Research 市場調查
The process of gathering, analyzing , and interpreting information about a
market, a product, a service to be offered for sale in that market
Five key questions to ask:
- Acquiring information (WGSN / WWD) 獲取資訊
- Comparing with dominant / competitive brands in the market segment 進行比較
- Price range (online price comparison) 價格範圍
- Best geographical locations to market the products 地理位置
- Best sales outlets for products to be sold 最佳銷售點
Primary Research
• What are the current / dominant industry trends 產業趨勢
• If samples are shown, what are the product’s perceived Strengths /
Weaknesses
• What or who would be a potential competitor and what do members of the
focus group like about those competitors 潛在的競爭對手 使用頻率/ 功能
• How frequently would they use your product ? How much would they spend
• What features are missing or would they like to see in the product products

SWOT Analysis
Consumer Analysis

Consumer survey questions

- Psychographic 心理(interests/hobbies)
- Demographic 人口統計(age/gender/family income/educational
qualification/reside)
- Consumer Convenience 便利性(look for from a brand/requirements for
product/media channels for product’s information/shop often/kind of advertising)
- Purchasing Patterns 購買模式(purchase decisions/store or
online/frequences/budget).

Competitors Analysis
Company websites /Retail partnerships /Customer opinion /Marketing Strategies
/Product itself /Public Relationship
- Quantity 數量
- Scarcity 稀缺性
- Quality 品質
- Craftsmanship 工藝
- Exclusivity 獨家性
- Increase in value
 4. Establish Objectives and Allocate Resource 設定目標, 資源分配
Definition:
Overall objective is included in the Mission Statement
Specific Objectives are goals against which progress toward overall
objectives can be measured
Key Components
1. The performance sought 績效: A numerical index against which progress can
be measured (e.g. increased sales by 25%)
2. A time frame 時間範圍 (The goal is to be achieved (e.g. 3 years)
3. Level of investment needed 投資水準 (e.g. additional $250,000 in apparel and
other non-gift merchandise inventory)

5. Develop Brand Elements and marketing Strategies 品牌元素, 行銷策略

Definition and Elements
• Enhance brand awareness and facilitate the formation of strong, favorable, and
unique brand associations (image) (e.g.MUJI) 知名度, 品牌聯想
• Are those trademarkable devices that serve to identify and differentiate the
brand List the general criteria for choosing brand elements.
(Brand Names /Typography /URLs /Logos and Symbols /Characters /Slogans
/Jingles /Packaging)
What is the brand message behind? 品牌訊息
How does the consumer experience the brand?
What brand concepts are compelling and differentiating? 引人注目且與眾不同
 6. Evaluate the Performance & Make Adjustment 評估績效, 進行調整
• Evaluate the results of the strategy and the implementation program
• Measured by key performance indicators against the objectives
• If the retailer fails to meet the objectives, re-analysis is required
• Reanalysis: Starts with reviewing the implementation programs/are considered
the strategy or mission statement. 檢視實施計畫

Lec7 Key Players in the Fashion Business 1

The Fashion Production Cycle
The Fast Fashion Production Cycle

The Fashion Pipeline

Elements of Fashion Business

1. Trend Forecasting and Market Research 趨勢預測與市場研究

Definition: Those elements that must be forecasted and identified for developing
and merchandising a seasonal line are...
(Theme /Color /Fabrication and Pattern /Style and Silhouette /Trims and Findings
/Trend and Environment /Consumer Behaviors and Market Trends)
Big Data
(Age /Geography /Income /Lifestyle /Culture /Purchase record)
Trend Forecasting Companies
(The Designer Group /Design Options /Directives West /Promostyl USA /WGSN)
Information you should collect:
• The Marketing Mix 行銷組合 (Price / Place / Promotion / Product)
• Formal Market Research (e.g. Wall Street Journal / Financial Times)
• Consumer Research (Demographic/ Psychographic/ Focus Group)
• Quantitative Market Trends – Facts and Figures 事實與數據
• Trade Exhibitions / Fairs / Fashion Weeks 貿易展覽/交易會/時裝週

2. Fashion Buying and Merchandising 時裝採購與推銷

Definition: Individual or group of individuals (the buying team) whose primary
role is to purchase merchandise for a retail organization. They work diligently
in...
• Researching trends
• Sourcing materials and/or products
• Creating seasonal buying plans
• Working with outside vendors 供應商 and designers to produce a range that will
be distributed to…
- Brick-and-mortar locations 實體店面
- Online stores
- Catalogue
Job Duties:
• Identifying relevant fashion trends
• Liaising with suppliers of products
• Presenting ranges of selected merchandise to colleagues and management
• Calculating profit margins 計算利潤率
• Monitoring and analyzing the sales performance of fashion ranges
• Reviewing and analyzing competitors ranges
Sales & Inventory Planning 銷售和庫存計劃
reduce customer lead times and to optimize 減少交貨時間並優化
stock levels and reduce inventory management costs 降低庫存管理成本
Open-to-buy plan is a budget plan that helps you figure out how much
inventory you need to buy to support your sales plan.
Planned Sales + Planned Markdowns + Planned End of Month Inventory
- Planned Beginning of Month Inventory - On order (incoming stock)
計畫銷售+計畫降價+計畫月末庫存 - 規劃月初庫存 - 按訂單（進貨）
----------------------------------------
= Open-To-Buy 開放購買 (retail零售)
Too much (Slow cashflow /Many markdowns /Lower profit) 大量降價/利潤較低
Under-buy (Miss sales opportunities /Miss potential profit) 錯過銷售機會/ 潛在利潤

Factors Affecting Merchandise Selection and Purchasing

• Merchandise philosophy 商品理念
• Fair price
• Good quality
• Brand acceptance among customer 品牌的認可度
• Easy reorder process (Steady source of supply) 訂購流程
• Good delivery
• Markup maintenance 標記維護
• Best seller / Signature styles / Selling history 暢銷/標誌性款式/銷售歷史
• Merchandise value

3. Fashion Design

Trend Analysis 趨勢分析

(Fashion Magazine /Instagram & Fashion Blogger /Online Retailer /Discussion
with market professionals /Fashion Week /Inspirational Trip)

Key Tasks for a Designer

• To research new trends and product ideas for a season through attending
relevant trade and fashion shows (i.e. making shopping trips) 相關貿易和時裝秀
• To create the appropriate fashion direction for a season through the correct
interpretation of fashion trends for the business 解讀流行趨勢
• To produce a range of product designs which reflect key looks for a season (i.e.
Maximize sales opportunities and represent values for the customers 產品設計
• To finalize the product groups with buyers (i.e. in consideration of the
constraints to creativity
imposed by budgets and historical sales trends)
• To develop mood, customers and product storyboards illustrating the design
plans for a season
• To present the various boards to senior management in seasonal range
presentations
• To develop seasonal product styling records 製定造型記錄
• To develop specification sheets for all product design 製定規格表

Materials Research 材料研究

Material Updates: Meeting with Vendors
4. Sourcing and Production 採購和生產
Definition: A set of firms that make and distribute goods and services to
consumers
Manufacturer -> Wholesaler -> Retailer (製造商 -> 批發商 -> 零售商)
Manufacturers convert raw goods to fibers, spin/dye yarns and either sell to
wholesalers or work with buyers directly on product specifics
Wholesalers store goods in large quantities, to be later sold or distributed to
retailers.Discounted rates are often provided for bulk buys
Retailers distribute goods to consumers for personal use. Shops showcase the
product range developed by the buyer

Fundamentals of Sourcing
Global Sourcing 全球採購
- Each areas of the globe provides potential opportunities to produce quality,
low-cost fashion goods
- Challenges: International labor laws 國際勞動法/ competitive worker wages /
securing deals with overseas supplier / cost / Number of labor (Skillful) / Level of
technology/ design/ quality
Selection Criteria for Vendors
● Product Quality 品質
● Product Delivery 交付
● Product Fashion Level 時尚度
● Communication Efficiency 溝通效率
● Compatible Personality
● Ethically Managed Production 道德管理生產
Remarks:
The negotiation of the cheapest price is not always the most important
objectives
Formulate Quality Standard & Inspection 品質標準及檢驗
Quality inspection means the activity of checking products before,
during, and after production.
● Company Standard 公司標準
● Industry Standard 工業標準
● Government Standard 政府標準
● Full Consensus Standard 共識標準
● International Standard 國際標準
-> Safety requirement 安全要求 (Environment & Labor)
-> Quality of manufacturing process 製造過程的品質
-> Quality of products 產品品質
Lec 8 Key Players in the Fashion Business 2

5. Store Operation and Planning 店鋪營運及規劃

Sales Management 銷售管理
Definition: all activities, processes, and decisions involved in managing the sales
functions in an organization.
• Formulation of Sales Strategy 銷售策略: Through development of account
management policies, sales force compensation policies, sales revenue forecasts,
and sales plan
• Implementation實施 of Sales Strategy: Through selecting, training, motivating,
and supporting the sales force, setting sales revenue targets, and
• Sales Force Management 管理 (Evaluation and Control): Through development
and implementation of sales performance, monitoring, and evaluation methods,
and analysis of associated behavioral patterns and costs.

Sales Management: Goals

Attainment of sales forces goals in an effective and efficient manner
through planning, staffing, training, directing, and evaluating,
organizational resources. 規劃, 人員配置, 訓練, 指導, 評估
(Level of Sales Volume /Profits /Sales Growth) （銷量/利潤/銷售成長水準）

Job Tasks of a Retail Salesperson

Staff are as important as customers
1. Preparing sales presentation 銷售演示 店面氣氛與安全
2. Retail floor management to maintain store mood, atmosphere and safety
3. Creates new customers (i.e. prospecting 勘探)
4. Sell more to present customers (i.e. it’s about TODAY) 推銷
5. Builds long-term relationship with customers 建立長期關係
6. Provides solutions to customers’ problems(i.e. uncover existing needs)
7. Provides services to customers (i.e. recommendation 推薦) 創造口碑
8. Help customers resell products to their customers (creating word-of-mouth)
9. Company ambassador and internal key opinion leader (KOL) 公司大使

1/ Setup Recruitment Plan & Interview 制定招募計畫及麵試

1. Plan – Determine the need and goal of hire
▪ Budget
▪ Store scale – cost per square ft. , seasonal demand, job specification, sales
per employee ratio, skill gap
2. Review – Review the job specification
▪ Reference from current successful staffs in similar position (characteristic,
qualification, experience)
3. Method – advertise at most exhaustive candidate pool
▪ External recruitment
▪ Internal referrals
4. Shortlist – via resume screening/simple screening interview, i.e.
Phone interview
5. Interview
▪ Assign interview topics/questions (both problem-solving and behavioral type)
▪ Assign scenarios, or brief role plays, and ask the candidates to resolve a
current work situation problem

2/ Setup Sales Target Plan 制定銷售目標計劃

• Defined and assign sales target
• Identify, develop and empower qualified leads for the sales staff to facilitate
staff productivity and improvement
• Focus on accountability to improve performance
• Develop a reporting system to document the results of the sales staff efforts
• Identify, evaluate and develop action plan for staff with poorer performance
• Create a productive climate
Staff productivity (Sales /Handle Transaction /Profit /Customer service)
The amount of sales or service that an employee generates in a defined time
frame

3/ Retail Sales Training 零售銷售培訓

• Handle customers’ questions, objections, complaints
• Improve salesperson performance
• Develop skillful workforce
• Improve morale & reduce frustration
• Improve morale to reduce staff turnover
Sales Training Topics (Product Knowledge /Market, Industry Orientation
/Company Orientation /Time and Territory Management /Legal, Ethical Issues
/Specialized Training Topics /Technology)

4/ Sales Tasks Assignment 銷售任務分配

Sales assignment is the target setting for salesperson, helping to
measure how effective each member of your sales team is and
achieving sales target.
Give specific targets based on past history
• By customer type
• By activity (Seasonal event)
• By salesperson past performance
• By sales/transaction
• By unit/transaction
• By sales/sq. ft.

5/ Incentives and Performance Measurement 激勵和績效衡量

Sales incentive program is a formal scheme used to encourage salesperson
during a defined period of time with recognition and rewards to drive sales
(Award /Bonus, Commission /Competition /Recognition)
Measure sales performance by Key Performance Indicator, for example:
(Conversion rate/ Sales per Transaction /Sales per square foot)
6. Visual Merchandising & Store Layout 視覺行銷和商店佈局
Visual Merchandising
“Store Image = Store Personality”
(Theme /Category /Trend /Story /Color /Selling feedback)
- Enhance Overall Store Presentation 增強整體商店展示
- Create Story and Desire 創造故事和慾望
• Window Display (First impression from the outside of the store)
• Merchandise Display
• Lighting in the Shop
• Quality of Products
• Cleanliness in the Store
• Payment / Service Counter (Last Impression)
• Behind the Scenes (Store room and refuse areas)

7. Marketing & Public Relationship 行銷與公共關係

Marketing
Definition:
• the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large. 創建, 溝通, 交付, 交換
• the management process responsible for identifying, anticipating and satisfying
customer requirements profitably. 識別, 預測, 滿足
Target Customers 目標客戶
Demographic Variables 人口統計變項 (Gender /Age /Generation /Ethnicity(Race)
/Marital Status /Life-stage /Occupation /Education /Income /Social Grade
Classification /Religion /Family Size)
Psychographic & Behavioral Variables 心理和行為變項 (Social Class /Lifestyle
/Personality /Self-image /Benefits sought /Purchasing Motives and Behavior
/Interest /Hobbies /Attitude and Opinions)

Marketing Research 市場研究

A guide to using market research to understand who your customers
are and what they want.
- Qualitative Research 質性研究 (Interview / Focus Groups)
- Quantitative Research 量化研究 (Survey on customer satisfaction and
preferences/consumer demographics)
Promotion and Communication 推廣及溝通
Definition: The communication with customers and includes all the tools
available for marketing, communicating, and promoting a company and its
products and services. 行銷, 溝通, 推廣公司
1. Advertising: in print, TV, radio and, now, online
2. CO-OP: promote brands with another retail account
3. Public relations: endorsements via celebrity placement, gifting, wardrobing
and personal appearances by the designer or brand representative(s)
4. Social Media: in online platform and technologies

Public Relationship 公關 與時尚相關公眾建立相互、積極、持久和有意義的關係

Definition: The processes used by an organization to build mutual, positive,
long-lasting and meaningful relationships with all the fashion-related publics that
it comes into contact with during the normal course of business
• Fashion Media (Fashion editors and journalists)
• Financial Media (Financial editors and journalists)
• General Public (Customers and local communities)
• Staff (Keep your staff inform the latest news)
• Industry (Brands, manufacturers, retailers, support services)
• Government (Local and national)
• Pressure Groups (ethical issues of exploitation)
• Trade Unions

THROUGH...
(Press Packs /LookBook /Website /New Release /Press Days / Fashion Shows
(Fashion week) /Celebrities Endorsement)

8. Human Resources & Staff Training 人力資源及員工培訓

Human Resource Management
Definition: All activities involved in determining an organization’s human
resources needs, as well as acquiring, training and compensating people to fill
those needs. 獲取, 培訓, 補償人員
• Managers try maximizing employee satisfaction while motivating them to
productively meet objectives 最大化員工滿意度
Management Tasks of Human Resource Planning:
• Determines the current number of workers and how many plan to retire or
leave during the planning period 目前工人數量, 計劃離開的工人數量
• Forecasts how many qualified employees will need to be hired, or determines if
layoffs are required 裁員
• Forecasts the availability of future qualified hires 合格員工的可用性
• Develops a strategy which may include outsourcing, automation or temporary
workers 外包, 自動化, 臨時工
9. Customer Relation Management 客戶關係管理
Customer Relationship Management (CRM)
Definition: the core business strategy that aims to create and maintain profitable
relationships with customers, by designing and delivering superior value
propositions. It is grounded on high-quality customer-related data and enabled
by information technology. 維持有利可圖的關係
10. Logistic & Distribution 物流配送
Logistics Management 供應鏈管理
Definition: A part of supply chain management that plans, implements, and
controls the efficient, effective forward, and reverse flow and storage of goods,
services, and related information between the point of origin and the point of
consumption in order to meet customer's requirements.
11. E-commerce

Lec9 Fashion Branding and Retail Marketing

What is a Brand?
Derived from the Old Norse word “brandr” (1650s)
• “To burn” – Stamp of Ownership (livestock mark)
• Burn on wooden case – good source and quality 良好的來源和質量
“Name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition” 名稱, 術語, 標誌, 符號

Why Do Brands Matter? (Consumer)

Consumers offer their trust and loyalty with the implicit understanding that
brand will behave in certain ways and provide them utility through consistent
product performance and appropriate pricing, promotion, and distribution
program and actions
• Identify the source or maker of the product 識別產品的來源或製造商
• Simplify product decisions 簡化產品決策
• Helps set reasonable expectations about what consumers may not know about
the brand 設定合理的期望
• Signal product characteristics and attributes
• Reduce risk in product decision 降低產品決策的風險
Purpose of Fashion Branding
• Tap into values and beliefs 價值觀和信仰
• Create connection
• Generate emotional response 情緒反應
• Provide reassurance 提供保證
• Ensure consistency 確保一致性
• Build loyalty
• Add value and charge a premium 增值並收取溢價

Brand Elements
• Different components that identifies and differentiates a brand name, logo,
symbol, package design, product/services, retail environment, windows and
visual merchandising, promotion (advertising and PR), website, or other
characteristic 基於人物、地點、事物和抽象圖像
• Brand names can be based on people, places, things and abstract image
Definition: 品牌識別
- Sometimes called “Brand Identity” – Enhance brand awareness and facilitate
the formation of strong, favorable, and unique brand associations (image).
- Are those trademarkable devices that serve to identify and differentiate the
brand List the general criteria for choosing brand elements.
(Brand Names /URLs /Logos and Symbols /Characters /Slogans /Jingles
/Packaging)

Retailing 零售業
Definition: The set of business activities that adds value to products and services
sold to consumers for their personal uses or family use.
• Products and Services Offering:
1. Tangible: Product
- Apparel and Accessories
- Homeware: Hard and Soft Goods
2. Intangible:
- Customer Services
- Shopping Environment and Experiences
- Refund / Settle Complaints
- E-shopping
• Retailing Activities:
- Visual merchandising and display, advertising and marketing, customer
services and interaction, branding, store design, and logistics

Functions of Retailing 職能
• Increasing the value of products and services 增加產品和服務的價值
1. Providing assortments 提供品種 (i.e. products and services)
2. Breaking bulk 散裝 (i.e. smaller quantities for customers)
3. Holding inventory 持有庫存 (i.e. provide customers at right timing + save
consumers’ storage cost)
4. Providing Services (i.e. sales services and product information)
Classification of Retailing

Off-site Retailing 場外零售

A retailer uses the Internet to provide retailing transactions, such as browsing,
purchasing, or returning, to consumers 網路提供
FORMAT
• Off-site retailing
• Catalogs
• Televending

On-site Retailing 現場零售

A retailer involves the brick and mortar location where a consumer will shop
* Brick and mortar 實體空間 : The physical space, or location, that a retailer
utilizes for selling its goods and services
FORMAT
• Boutiques 精品店
• Specialty Shops 專賣店
• Department Stores
• Off-price Merchants
• Fashion Manufacturer’s Outlet
• Discount Operations 折扣操作
• Warehouse Clubs

Multi-channel Retailing 多通路零售 各種分銷管道

Retailer offers its goods and services through various distribution channels –
brick-and-mortar stores, websites, smartphone applications, or catalogs.
• Expose to greater amount of customers 接觸客戶
• Introducing brands to potential customers 介紹品牌

Omni-channel Retailing 全通路零售

A seamlessly integrated approach to the customer experience, linking what was
once multichannel approaches (brick and mortar, online, apps, etc.) into one
experience whereby the consumer can easily navigate between each channel.
(Websites /Gaming Consoles /Physical Stores ,Pop up Stores /Computer /Kiosks
/Social Media /Smart Mobiles /Online Catalog)
Achieved By…
• Build multiple touchpoints
• Standardize customer experience
• Integrate online store presence with their physical one
• Create a better retail experience for each customer
Types of Fashion Retail Operations
Luxury Retail
• Store Types
- Flagship Stores 旗艦店 (Brand Presentation, Brand Promotion)
- Mega Stores 大型商店 (Huge Store Size, Brand Ambition Demonstration)
- Volume Stores 批量門市 (Reasonable Store Size, Reasonable Merchandise
Variables)
- Pop-up Stores 快閃店 (Lower Rent, Attractive Visual Presentation, Public
Relations Tool)

Specialty Retail 專業零售

(Lingerie Retailer /Jewelry Retailer /Eyeglasses Retailer)
• Retail stores that typically sell a specific product classification and related
accessories 特定產品類別和相關配件
• Cater specific demographic or product assortment, but usually the range of
merchandise is very limited 迎合特定族群
- Carry a narrow product line with a deep assortment and focus on the needs of
specific audiences 產品線窄、品種深
- The size of the brick and mortar location must accommodate easy visibility of
all goods, allowing consumers to enter and exist quickly
- Excellent customer services must be provided
- Chain-store format and may develop subspecialty store
• Store location
- Population and your Customer
- Signage, Zoning, and Planning
- Accessibility, Visibility, and Traffic
- Location Costs
- Competition and Neighbors

Department Stores 百貨公司

• Retailers that offer a wide range of merchandise comprising both hard and soft
goods 提供各種商品 大型銷售面積的一站式購物
• Offering one-stop shopping with large selling square footages, typically
comprising multiple floors (e.g. Macy’s / Harrods)
• Target wider consumer age group– typically clothing, children toys, home
furnishings, and household goods – with each line operated as a separate
department managed by specialist buyers or merchandisers. 廣泛的消費者年齡層

Mono brand stores (or single brand stores) 單一品牌店

Definition: retail establishments that offer a single fashion brand, and are most
likely owned by the brand itself.
• Brand loyalty
• Brand experience when doing shopping
Multi brand stores (or multi-labels stores / select shops) 多品牌商店
Definition: retail establishments that offer a variety of fashion brands, ranging
from apparel to accessories.
• Presented with several options within certain categories
• Functional shopping

Mono-brand Brand Versus Multi-brand

Fast Fashion Retail 快時尚零售

Definition: An approach to the design, creation, and marketing of clothing
fashions that emphasizes making
fashion trends quickly and cheaply available to consumers
• Carry products which production processes are expedited in order to get new
trends to the market as quickly and cheaply as possible.
Wholesale 批發
Definition: A person or firm that buys large quantities of goods from various
producers or vendors, warehouses them, and resells to retailers.
• Merchant Wholesalers – Own and produce a product or service and resell their
products to resellers, retailers, distributors and other wholesalers.
• General Wholesalers - Buy large quantities of products from one or more
suppliers and will be intending to add value to them by reselling in smaller
quantities to distributors, retailers and resellers.
• Specialty Wholesalers - Resell products in a specific industry or product
category, but may have products from multiple suppliers
• Discount Wholesalers – Supply significantly discounted stock.
• Drop Ship Wholesalers - Complete the sale of a product but will have it
dispatched from their supplier directly to their customer without actually
handling the goods.
Showroom 陳列室
Definition:A place where commercial fashion buyers view
merchandise from designer labels. Its recent development is extended to B2C
operation.
• Brand Showroom
• Selling Showroom

Others - E-tailing (Electronic Retailing) 電子零售

Definition: Retailer uses the Internet to provide retailing
transactions, such as browsing, purchasing, or returning, to consumers.
• Catalogs: Printed materials that are sent via traditional mail delivery systems,
which are also referred to as direct marketing
• Televending/ Television Shopping Networks: Video shopping – when consumers
purchase goods through cable network television shows.
• Social Networking: Purpose – raising brand awareness, increase foot traffic,
and product sales
• Live Stream Selling