The Supply Chain Management environment is a continuously growing studying field and, in particular, luxury fashion industry is gaining a raising importance in the Italian territory. Always more consumers want more luxury and companies are trying to get in direct contact with final customers, thus adopting a market-driven perspective. This makes the retail become a core part of the business. The study of organizational roles in downstream luxury and fashion operations assumes a high importance, especially focalizing on store management. The Store Manager represents a focal point of connection between final customers and the rest of the Supply Chain. The Store Manager is the person who has the possibility to give right inputs to the entire supply network, keeping an ongoing contact with customers to get feedbacks on the retail operations and customer service provided. Moreover, the Store Manager can directly improve the customer shopping experience which is always more influencing the purchasing attitude. For these reasons, this research focused on this job role, on the related activities performed and, consequentially, on the required competencies. After the review of the academic literature, data was collected through a first round of survey and a second of experts’ interviews. This two-step analysis enables the building of a structured taxonomy made of 13 activity areas and 24 competence areas, along with their definitions and list of specific tasks and skills. In addition, both the categories have been classified. Some of the activity areas resulted core: Personnel Management, Reporting and Performance Evaluation, Briefing, Planning, Customer Service, Relationship Management and Sales. Besides, a wide range of competence areas emerged as primary: Team Building, Trust, Performance, KPIs, Customer Oriented skills, General Management skill, Personal skills, Language, Interpersonal skills, Analytical skills and Problem Solving, Sales skills, Communication skills, Reporting, Using IT system and Branding. Moreover, an activity-competence matrix was built to associate each activity area with the competence categories required to perform it. Finally, an attempt was made to identify contextual factors influencing the Store Manager’s job.
Il dominio relativo al Supply Chain Management è un campo di studio in continua crescita e, in particolare, il settore della moda di lusso sta acquisendo una rilevante importanza nel territorio italiano. Sempre più consumatori vogliono accedere al lusso e le aziende cercano di entrare in contatto diretto con questi ultimi, adottando una prospettiva guidata dal mercato. Questo fa sì che il retail sia diventato una parte fondamentale del loro business. Pertanto, lo studio dei ruoli organizzativi nella parte a valle delle operations nel settore moda di lusso assume grande importanza, focalizzandosi in particolare sulla gestione del negozio. Lo Store Manager rappresenta, quindi, un punto cruciale di connessione tra i clienti finali e il resto della Supply Chain. In aggiunta, lo Store Manager è colui che ha la possibilità di dare input corretti a tutta la rete di fornitura, mantenendo un contatto continuo con i clienti al fine di ottenere feedback sulle attività del retail e sul servizio a loro fornito. Inoltre, lo Store Manager può migliorare direttamente l’esperienza di acquisto del cliente, la quale ne influenza sempre di più il comportamento di acquisto. Per questi motivi, tale ricerca si è concentrata su questo ruolo lavorativo, sulle attività svolte e, di conseguenza, sulle competenze richieste. Dopo la revisione della letteratura accademica, i dati sono stati raccolti attraverso un primo round di sondaggi e un secondo di interviste agli esperti. Questa analisi a due fasi ha permesso di costruire una tassonomia strutturata in 13 aree di attività e 24 aree di competenza, con le relative definizioni e l’elenco degli specifici compiti e capacità. In aggiunta, entrambe le categorie sono state classificate. Delle aree di attività alcune sono risultate fondamentali: Personnel Management, Reporting and Performance Evaluation, Briefing, Planning, Customer Service, Relationship Management e Sales. Inoltre, un’ampia gamma di aree di competenza sono emerse come primarie: Team Building, Trust, Performance, KPIs, Customer Oriented skills, General Management skill, Personal skills, Language, Interpersonal skills, Analytical skills and Problem Solving, Sales skills, Communication skills, Reporting, Using IT system e Branding. Oltre a quanto detto, è stata costruita una matrice di attività-competenze per associare ogni area di attività alle categorie di competenza necessarie per svolgerla. Infine, è stato fatto un tentativo per identificare i fattori contestuali che potessero influenzare il lavoro dello Store Manager.
The store manager role : an investigation of the Italian fashion luxury industry
PIERINI, ARIANNA;PINTO, MATILDE
2018/2019
Abstract
The Supply Chain Management environment is a continuously growing studying field and, in particular, luxury fashion industry is gaining a raising importance in the Italian territory. Always more consumers want more luxury and companies are trying to get in direct contact with final customers, thus adopting a market-driven perspective. This makes the retail become a core part of the business. The study of organizational roles in downstream luxury and fashion operations assumes a high importance, especially focalizing on store management. The Store Manager represents a focal point of connection between final customers and the rest of the Supply Chain. The Store Manager is the person who has the possibility to give right inputs to the entire supply network, keeping an ongoing contact with customers to get feedbacks on the retail operations and customer service provided. Moreover, the Store Manager can directly improve the customer shopping experience which is always more influencing the purchasing attitude. For these reasons, this research focused on this job role, on the related activities performed and, consequentially, on the required competencies. After the review of the academic literature, data was collected through a first round of survey and a second of experts’ interviews. This two-step analysis enables the building of a structured taxonomy made of 13 activity areas and 24 competence areas, along with their definitions and list of specific tasks and skills. In addition, both the categories have been classified. Some of the activity areas resulted core: Personnel Management, Reporting and Performance Evaluation, Briefing, Planning, Customer Service, Relationship Management and Sales. Besides, a wide range of competence areas emerged as primary: Team Building, Trust, Performance, KPIs, Customer Oriented skills, General Management skill, Personal skills, Language, Interpersonal skills, Analytical skills and Problem Solving, Sales skills, Communication skills, Reporting, Using IT system and Branding. Moreover, an activity-competence matrix was built to associate each activity area with the competence categories required to perform it. Finally, an attempt was made to identify contextual factors influencing the Store Manager’s job.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/164648