This abstract aims to summarize the key role of the supply chain in transitioning from wholesale to retail in a luxury fashion brand. Stone Island, a niche men’s fashion brand, with a strong growth driven by its wholesale performance, after the acquisition by Moncler, aims to have a stronger emphasis on exclusivity and greater control on its distribution channels, thereby targeting a more balanced growth between wholesale and retail. The main goal of this report is to understand how an effective distribution strategy drives the success of this transition. Starting from the collection lifecycle framework of the brand, I analyzed how each step in this framework changes with the new retail approach. A thorough investigation into the brand’s retail excellence program, launched to enable this transition, has been conducted. The program envelops the important teams/functions responsible, the business intelligence tools used, and the retail distribution strategy that revolutionizes the existing supply chain framework. The main findings of this report were that the new retail distribution strategy of Stone Island enables the brand to manage inventory better by avoiding stockouts and excess inventory, ensures the timely delivery of products, and provides a seamless customer experience, and the brand is already reaping benefits from this program. This report will also highlight my role as an intern and the monitoring tool I created to link and monitor all the stages of the supply chain in a single dashboard that perfectly aligns with the brand’s strategy to achieve end-to-end control on its supply chain. Finally, the report will also examine the key challenges faced in executing this transition and what awaits Stone Island in the future in this context.
Questo abstract mira a riassumere il ruolo chiave della filiera nella transizione dal commercio all'ingrosso al dettaglio in un marchio di moda di lusso. Stone Island, marchio di moda maschile di nicchia, in forte crescita trainato dalla performance wholesale, dopo l'acquisizione da parte di Moncler, punta ad avere una maggiore enfasi sull'esclusività e un maggior controllo sui propri canali distributivi, mirando così ad una crescita più equilibrata tra wholesale e vedere al dettaglio. L'obiettivo principale di questo rapporto è capire come un'efficace strategia di distribuzione guida il successo di questa transizione. Partendo dal quadro del ciclo di vita della collezione del marchio, ho analizzato come ogni passaggio in questo quadro cambia con il nuovo approccio al dettaglio. È stata condotta un'indagine approfondita sul programma di eccellenza al dettaglio del marchio, lanciato per consentire questa transizione. Il programma comprende gli importanti team/funzioni responsabili, gli strumenti di business intelligence utilizzati e la strategia di distribuzione al dettaglio che rivoluziona il quadro della supply chain esistente. I risultati principali di questo rapporto sono stati che la nuova strategia di distribuzione al dettaglio di Stone Island consente al marchio di gestire meglio l'inventario evitando esaurimenti di scorte e scorte in eccesso, garantisce la consegna tempestiva dei prodotti e offre un'esperienza cliente senza soluzione di continuità, e il marchio sta già raccogliendo benefici di questo programma. Questo report evidenzierà anche il mio ruolo di stagista e lo strumento di monitoraggio che ho creato per collegare e monitorare tutte le fasi della supply chain in un'unica dashboard che si allinea perfettamente con la strategia del brand per ottenere un controllo end-to-end sulla sua supply chain. Infine, il rapporto esaminerà anche le principali sfide affrontate nell'esecuzione di questa transizione e cosa attende Stone Island in futuro in questo contesto.
The key role of supply chain in transitioning a luxury fashion company from wholesale to retail
Kolagani, Jessy Metilda
2022/2023
Abstract
This abstract aims to summarize the key role of the supply chain in transitioning from wholesale to retail in a luxury fashion brand. Stone Island, a niche men’s fashion brand, with a strong growth driven by its wholesale performance, after the acquisition by Moncler, aims to have a stronger emphasis on exclusivity and greater control on its distribution channels, thereby targeting a more balanced growth between wholesale and retail. The main goal of this report is to understand how an effective distribution strategy drives the success of this transition. Starting from the collection lifecycle framework of the brand, I analyzed how each step in this framework changes with the new retail approach. A thorough investigation into the brand’s retail excellence program, launched to enable this transition, has been conducted. The program envelops the important teams/functions responsible, the business intelligence tools used, and the retail distribution strategy that revolutionizes the existing supply chain framework. The main findings of this report were that the new retail distribution strategy of Stone Island enables the brand to manage inventory better by avoiding stockouts and excess inventory, ensures the timely delivery of products, and provides a seamless customer experience, and the brand is already reaping benefits from this program. This report will also highlight my role as an intern and the monitoring tool I created to link and monitor all the stages of the supply chain in a single dashboard that perfectly aligns with the brand’s strategy to achieve end-to-end control on its supply chain. Finally, the report will also examine the key challenges faced in executing this transition and what awaits Stone Island in the future in this context.| File | Dimensione | Formato | |
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2023_05_Kolagani.pdf
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Descrizione: Text of the final Thesis report
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https://hdl.handle.net/10589/209404