Logistics Distribution in Fashion-Luxury industry represents a particularly interesting theme, a theme strictly connected to companies’ choices to bring their products to the market. Literature review showed a lack of studies on the themes of Fashion-Luxury Supply Chain and on the particular Distribution issue. The research purpose is to identify the current status of the distribution logistics of Fashion-Luxury industry, to highlight the complexity involved in this function. The methodology approach consists of ten descriptive case study, the informations were collected through a survey: interviewed companies were chosen from the main companies in terms of turnover in the Fashion-Luxury industry. By evaluating the connection between these performances, this study want to show the complexity of the Fashion-Luxury Distribution system (considering both the product and the supply chain contribution) and it want to show any emerging trends. Through the analysis it was possible illustrate the evidence emerging in the distribution performance declared by the ten companies. This study has shown that: - The level of control over distribution activities carried out by the supply chain manager is still quite low. - The characteristics and methods of product management within the segment of the Fashion-Luxury are different. - There is a trend to internalize the activities related to the management of the online channel. - The outlet channel use for disposal of excess products is not yet fully implemented. - Inventory management is a focus theme for the Fashion-Luxury companies but the process is still not efficient. - The retail channel is managed directly by the companies but appropriate IT tools to support the assortment, replenishment and orders management are not still implemented. The work provides a staring point for future research on Fashion-Luxury Supply Chain. Future development could increase case study number or verify future trends or observe company’s choices to manage several of its brands.
Il tema della Logistica distributiva nel settore del Fashio-Luxury rappresenta un ambito particolarmente interessante, in quanto riguarda le scelte adottate dalle aziende per proporre la propria offerta al mercato. L’analisi della letteratura ha mostrato una carenza di studi sul tema della Supply Chain nel Fashion-Luxury e sul tema della distribuzione in particolare. L’obiettivo del lavoro di ricerca è quello di individuare lo stato attuale della logistica distributiva del Fashion-Luxury, evidenziando la complessità insita in questa funzione. Per approfondire questo ambito sono state intervistate dieci delle principali aziende in termini di fatturato del settore e, sulla base delle informazioni fornite, sono stati stilati dieci casi studio. Sono poi state analizzate le evidenze emerse dalle prestazioni distributive dichiarate dalle diverse aziende. Attraverso la valutazione di questi argomenti si è potuto individuare quale fosse la complessità insita nel sistema (considerando sia il prodotto che la filiera) e se vi fossero dei trend emergenti. In particolare attraverso lo studio è stato evidenziato che: - Il livello di controllo sulle attività distributive esercitato dal supply chain manager è ancora piuttosto basso. - All’interno del segmento del Fashion-Luxury diverse sono le caratteristiche e le modalità di gestione dei prodotti. - Vi è una spinta nell’internalizzare le attività relative alla gestione del canale online date in outsoucing. - L’utilizzo del canale outlet per lo smaltimento dei prodotti in eccesso non è ancora del tutto implementato. - La gestione delle scorte rimane un tema particolarmente caro alle aziende ma nel processo non vige ancora una piena efficienza. - Il canale distributivo di proprietà è gestito direttamente dalla casa madre ma non sono stati implementati opportuni strumenti informatici a supporto delle operazioni di gestione di assortimento, replenishment e ordini. L’apporto del lavoro di questo ricerca è un punto di partenza per approfondire ulteriormente gli studi di Supply Chain nel Fashion-Luxury, ampliandoli a nuovi campi. In futuro si potrebbe sviluppare la ricerca aumentando i casi studio, riproponendo la ricerca per osservare i trend effettivamente in atto, o osservando le scelte di una azienda nel gestire diversi dei suoi marchi.
La rete distributiva nel fashion lusso : indagine su scelte e responsabilità manageriali
MASSARI, FEDERICA
2014/2015
Abstract
Logistics Distribution in Fashion-Luxury industry represents a particularly interesting theme, a theme strictly connected to companies’ choices to bring their products to the market. Literature review showed a lack of studies on the themes of Fashion-Luxury Supply Chain and on the particular Distribution issue. The research purpose is to identify the current status of the distribution logistics of Fashion-Luxury industry, to highlight the complexity involved in this function. The methodology approach consists of ten descriptive case study, the informations were collected through a survey: interviewed companies were chosen from the main companies in terms of turnover in the Fashion-Luxury industry. By evaluating the connection between these performances, this study want to show the complexity of the Fashion-Luxury Distribution system (considering both the product and the supply chain contribution) and it want to show any emerging trends. Through the analysis it was possible illustrate the evidence emerging in the distribution performance declared by the ten companies. This study has shown that: - The level of control over distribution activities carried out by the supply chain manager is still quite low. - The characteristics and methods of product management within the segment of the Fashion-Luxury are different. - There is a trend to internalize the activities related to the management of the online channel. - The outlet channel use for disposal of excess products is not yet fully implemented. - Inventory management is a focus theme for the Fashion-Luxury companies but the process is still not efficient. - The retail channel is managed directly by the companies but appropriate IT tools to support the assortment, replenishment and orders management are not still implemented. The work provides a staring point for future research on Fashion-Luxury Supply Chain. Future development could increase case study number or verify future trends or observe company’s choices to manage several of its brands.| File | Dimensione | Formato | |
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2015_12_Massari.pdf
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https://hdl.handle.net/10589/116701