Page 137 - CITS - Dress Making - TT - 2024

DRESS MAKING - CITS

• High operating expenses due to number of employees and customer services
• Advertise heavily
• Large buying and sales volume
Chain stores
It is a retail organization that owns and operates a string in similar stores that are merchandised and controlled
from a central HQ office. It is type of departmental stores. It is a group of stores owned, managed, merchandised,
and controlled by a central office. It has the following features.
• All stores carry similar goods at similar prices.
• Private label merchandise (Example: Kenmore, Hunt Club)
• Decisions made at central headquarters.
• Merchandise can be produced to the chain’s specifications.

• May serve as anchor stores
Shopping centers/malls
A shopping mall is a modern term for a form of shopping precinct or shopping center, in which one or more
buildings form a complex of shops representing merchandisers with interconnecting walkways that enable
customers to walk from unit to unit. Technical innovations such as electric lighting and escalators were introduced
from the late nineteenth century. From the late twentieth century, entertainment venues such as movie theaters
and restaurants began to be added. As a single built structure, early shopping centers were often architecturally
significant constructions, enabling wealthier patrons to buy goods in spaces protected from the weather.

Globalization
Globalization is a shift from a time when countries did business within their own borders to one in which all
countries’ economies are connected by various production and marketing networks. It is the process of international
integration arising from the interchange of world views, products, ideas, and other aspects of culture.
Global marketing is a firm’s ability to market to almost all countries on the planet. With extensive reach, the need
for a firm’s product or services is established. The global firm retains the capability, reach, knowledge, staff, skills,
insights, and expertise to deliver value to customers worldwide. The firm understands the requirement to service
customers locally with global standard solutions or products, and localizes that product as required to maintain an
optimal balance of cost, efficiency, customization and localization in a control- customization continuum to best
meet local, national and global requirements to position itself against or with competitors, partners, alliances,
substitutes and defend against new global and local market entrants per country, region or city. The firm will price
its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its
customers in the most cost- effective way. The firm also needs to understand, research, measure and develop
loyalty for its brand and global brand equity (stay on brand) for the long term.
At this level, global marketing and global branding are integrated. Branding involves a structured process of
analyzing “soft” assets and “hard” assets of a firm’s resources. The strategic analysis and development of a brand
includes customer analysis (trends, motivation, unmet needs, segmentation), competitive analysis (brand image/
brand identity, strengths, strategies, vulnerabilities), and self-analysis (existing brand image, brand heritage,
strengths/capabilities, organizational values).

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CITS : Apparel - Dress Making - Lesson 10 - 12 (2)