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Australian Textile, Clothing, Footwear and Allied Industries

Marketing apparel

In the Area of study: Australian Textile, Clothing, Footwear and Allied Industries you will investigate aspects of marketing in the textile industry. The Australian government has funded a Textile, Clothing and Footwear (TCF) Best Practice Program to encourage the Australian TCF industries to become more internationally competitive. Under the program, companies are undertaking major projects to advance their strategic vision for the future. Best practice in marketing and promotion plays an important role in assisting TCF industries to make commercial gains and become more internationally competitive.

This tutorial focuses on two apparel companies, Mambo Graphics and Consolidated Apparel Industries (CAI). Both companies have undertaken a TCF Best Practice Program to improve aspects of the marketing of their company and product.

Outcomes
This material addresses aspects of the following syllabus outcome:
H5.1 The student investigates and describes aspects of marketing in the textile industry.

Source: Board of Studies NSW, Stage 6 Textiles and Design Syllabus, Preliminary and HSC Courses (1999)

Click on the web pages presented in the two case studies and complete the questions listed to investigate marketing issues.

You will conclude your investigation, by comparing the different product marketing strategies for the two companies and presenting your findings in a Venn diagram. A Venn diagram is a graphic organiser, which can help you to compare and contrast two or more items to determine their similarities and differences.

You will also consider whether the marketing strategies are appropriate for that specific textile product and explain why.

Case study 1: Consolidated Apparel Industries (CAI)

To move further along the path of best practice and to give a competitive edge, CAI plans to develop a Total Customer Response system.

Download and read the case study:

Answer the following questions:

What will the Total Customer Response system involve?
What does the proposed system aim to introduce?
How will the company use this marketing information?
What key elements is the system likely to include?
Why is the Total Customer Response system, involving market research, so important to CAI?

Case study 2: Mambo Graphics Pty Ltd

Mambo Graphics aimed to make itself an internationally recognised brand name.

Download and read this document about Mambo Graphics:

Answer the following questions:

How did Mambo Graphics go about developing concept stores for markets as diverse as London and Singapore while maintaining the essence of the Mambo brand?
Explain the meaning of concept store menu. Give examples.
What aspects of store marketing are included in the menu?
Who did Mambo engage, to help them determine what the menu should comprise, and to develop the menu to the stage where it could be promoted, with marketing support, to potential franchises internationally?

Activity 1

Compare and contrast the product marketing strategies developed by each of the companies investigated. Present your summary in a Venn diagram. An example is presented to assist you.

Ven Diagram Case Studies one and two

Activity 2

Do you think the marketing strategies developed are suitable for the respective textile products of each of the companies investigated? List reasons for your answers.
Would the Mambo marketing strategy work for a company like Liberty prints? Why?

Answers for Case study 1: Consolidated Apparel Industries (CAI)

The undertaking of market research trend analysis, forecasting, product design and development (with rapid sample production) and merchandising support linking back to the flexible supply chain.
A predictive marketing system consisting of an integration of overseas and local trends in fashion, design, materials and finishes, retail marketing trends, seasonal factors, sales performance of existing products and retailers' merchandising objectives.
To drive its manufacturing and supply capabilities and capacity.
Sophisticated real-time market forecasting; integration with retailers' own strategic and marketing plans; real-time monitoring of customers' needs; analysis of sales patterns by distribution channel and market demographics; and continuous evaluation of performance.
70% of apparel shoppers visit stores knowing what they want, less than 50% find it. The objective of CAI is to close this gap.

Answers for Case study 2: Mambo Graphics Pty Ltd

By developing a concept store menu.
Different store design options based on a common Mambo theme.
For example, the Bali store emphasises local crafts while warmer colours are used in colder climates like that of the United Kingdom.
Store layout, displays, shelving and signage.
A specialist consultant in retail to undertake marketing research on what the menu should comprise.