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 Italian Figures
 2.2 The Crisis’ Effects
 2.3 The Production Cycle
 2.4 The Fashion Market
 3.Fast Fashion vs Prêt-à-Porter
 3.1 The SWOT Analysis of Fast Fashion
 3.2 The SWOT Analysis of Prêt-à-Porter
 3.3 Conclusion
 3.4 Explanations
 4. The Future of Fashion
 Italy:
 Prêt-à-Porter:Armani, Gucci, Prada, D&G
 Casual & Jeans Wear: Just Cavalli, Diesel, Replay.

 France:
 Haute Couture: Christian Dior, Yves Saint Laurent

 UK:
 New Trends( Avantgarde) and Street Style( Edgy
Fashion): Betty Jackson, Vivienne Westwood
 Exports:
 2nd place after China
 6.2% of total TF global trade (460,845 Bill. €)
 Turnover:
 Italy  26,9%
 EU 27  73.1%
 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 €.

 Atthe same time, employment in this

sector has decreased by 26,000 units,
from 508,000 to 482,000.

 Imports dropped by 11% and export by

20%.
 Production process:

Source: The Italian Textile and Fashion Industry

presentation by F. Gonzaga
 Main Actors:
 Designer: creates the collection

 Fashion Coordinator: is responsible for the look of the collection

 Pattern 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

 High Volatility

 Low Predictability

 High Impulse Purchasing

 Strong Competition
4 different sourcing models
 Quickly and cheaply designing and manufacturing

 More than 2 collections per year

 Quick response method

 Investment in store layout

 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

 Long process for designing and manufacturing

 Garments manufactured in
smaller quantities

 Two collections per year

 Examples: Armani, Gucci,

Prada, D&G, Versace, Valentino
 STRENGHTS WEAKNESSES
•Standardized equipment •Medium and low quality
•Using the materials in stock •Mass production=> no uniqueness
•Market timing •Targeting medium or low classes
•Low cost
•Developed channels of distribution
•Buying cycle
•Bigger turnover
•Many collections per year
•Adaptive approach

OPPORTUNITIES THREATS
•Online market •Competitors
•Entering new markets •Negative image created by the NGOs
•Adaptation to local trends and cultures and media
•The collaboration with a high known designer
 STRENGHTS WEAKNESSES

•Standard patterns and •High price for sometimes

equipment for certain items unsophisticated materials
•The power of the brand •Limited availability
•General high quality •Long production cycle
•Few collections per year

OPPORTUNITIES THREATS

•The right to copy certain patterns •Competitors

established by haute-couture •Easy to be reproduced
•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 higher chance to

to survive develop
during the crisis during the crisis
2009 Rank 2008 Rank Brand Country of Brand Change in
Origin Value brand
value
16 16 France 21,120 -2%

21 22 Sweden 15,375 +11%

41 45 Italy 8,182 -1%

50 62 Spain 6,789 +14%

59 60 France 6,040 -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

 WORTH the perceived value by the consumer