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关于VF牛仔裤在加拿大市场的营销分析 在19世纪中期,一个名叫李维斯犹太商人带来了一种质地比较粗糙的面料到美国,而从事黄金产业的工作人员们目前使用一用帆布制成的临时帐篷。那里的矿工们自制了一个质地坚韧、耐用的工作服,因为其优良的实用性能,速受到市场的欢迎。因此引发了一系列的产品改革。 现在耐磨损及抗脏的衣物在人们的日常生活中应用非常广泛，并且开始成为不可缺少的一部分。这种衣物的村料是天然的，对于环境也是有所帮助的，可以很好的展现每个人的个性特征。 美国VF集团是世界上最大的服装上市公司之一。VF集团的目标是成为世界上最接近消费者需求的服装公司。该集团的一系列国际品牌产品:牛仔休闲服装,户外运动服装、加工服装、针织品,孩子的衣服,背包和泳衣等。大部分的品牌已经在150多个国家销售市场位于领先地位。 In the middle of the nineteenth century, a man named Levi Strauss Jewish businessman brought a germplasm of rough fabric into the United States, and this had made the tabernacle canvas of San Francisco engaged in gold industry. The miners there created a germplasm of tenacity, durable work clothes, and because of its excellent practical performance, it got rapid welcome. And thus it triggered a series of evolution. (James, 2007) Now, the wear-resisting and dirty enduring cloth are deeply and widely spread to people’s day life, and have become n indispensable part of it. And the material is natural, environmentally friendly, and good of presenting the gender characteristics. The United States VF group is the world's largest garment one of the listed company. VF group's aim is to become the world's most close to the consumer demand apparel company. The group has a series of international brand products: cowboy leisure clothing, outdoor sports clothing, tooling clothing, knitwear, children's clothes, backpacks and swimsuit, etc which for The world famous brand have Lee, Wrangler, Hero, The North Face, Nautical, Jamesport, Vans, Kipling, and Reef. Most of the brands have sales markets in more than 150 countries located in the leading position. (Jeffrey, 1998) Canada has the world’s second largest population, and a large market. On the other hand, people there love jeans very much. Albert is the place where most cowboy gathers, Jeans culture is very popular there since a long time. Every year on July 7, to 16, card and made will be put on the world's largest outdoor cowboy event. (Calgary Stampede). It is the world's largest rodeo festival; the follow one hundred traditional celebration every year attracts visitors from all over the world, grand float parade, fireworks display, western country music and dance performance. The most important rodeo competition collective will be launched, It provide the people there with the feeling of having jeans so good. VF Corporation and Canada are doomed to have combinations because of jeans. Let’s see the jeans band in VF as below: The VF group was established in 1899 in the United States in Pennsylvania butyl city and has become the world's largest garment one of the listed company (NYSE: VFC), annual turnover of more than 7 billion dollars.（Jeffrey，1998） In the past 100 years, VF has been working hard unceasingly for to create high quality and high value brand clothing, and through which they have achieved inconsiderable development. Their cowboy series, outdoor series and professional clothing in the market are in the leading position, and they have sales network throughout all kinds of channels. We can also see the strength of the Corporation from its below: Recently, the company revealed the next five years (2011-2015) development goals in the investor conference held in New York, by the end of 2015 revenue growth should be 5 billion more than that of 2010. Including outdoor products accounted for half, earnings per share growth $5. In 2010, Neville rich company revenue was $7.7 billion, earnings per share 6.46 dollars. Their future five years development strategy mainly includes the following: - $3 billion from outdoor and extreme sports supplies income, among them, The North Face and Vans income accounts for 75%, year-on-year revenue up 16% and 13% respectively. - $1 billion from cowboy clothing, mainly Wrangler and Lee brand, expand Asia and Latin America market. - $1 billion from sports and fashion brands (From the company website) The VF group welcomed a year-on-year revenue growth of 7% a year to $7.7 billion in 2010, including outdoor and limit brand annual growth of 14%, cowboy kind of brand column growth 1%, professional class and fashion class rate 5%, and sports class brand performance the same with the previous year. The gross profit margin recorded to have achieved 46.7%, an increase of 240 basic points. Direct marketing and life business gross margin of super expected growth, retail business to improve profitability, reduce product cost make the annual operating margin adjusted 13.3% growth, improve the 140 basis points, including $100 million extra marketing investment. Among which the cowboy clothing income status is as below: The cowboy clothing department of domestic income in the third quarter rises 5% each year, thereinto the mass market income rises about 7%, Lee rises about 1% revenue. International cowboy revenue fell 7%, 2% was influenced by foreign currency exchange rate change. Asia gross income rose 44% year-on-year, and Latin America and Canada raised 13% year-on-year increase in revenue. The total revenue was $671 million, compared to $665 million, business income increased by 6% each year. Profits reached 118 million dollars, 09 year for 111 million dollars. We can figure out the jeans products’ importance in VF from the picture below: Sales status of all kinds of products In Canada The cowboy clothing union use los giovanni cobolli gigli's company's software, it can predict consumer demand, therefore the garment. Because of this, the factory can produce the customer preferred products. This software within the company name is "retail site management (RFSM) ", it consists of three suit software and VF company self developed some special software component. Parasuco origined in Canada, so because of native consciousness, the people there are more easily to be familiar with it then VF, after all, VF origined in America. In the Government-wide, there maybe something such as trade protectionism that is inevitable. Parasuco is a Canada Apparel Company; the most famous product is denim jeans. Headquartered in Montreal, the company is famous at provocation advertising, appearing in the billboard, shelter, and magazines (Lambert, 2010). Parasuco is also a large jeans producer and seller, but in the strength of the company, it still could not reach that of VF. But in Canada, we cannot delay that it is a big competitor of VF. The economic climate finally turned around in 2010 and early 2011, and the second half of 2011 was enveloped in an increasingly gloomy outlook. Consumer confidence was dampened because of the slowdown of the economic actability. Canadians remained cautious and watchful, which continued to benefit retailers offering lower prices, while premium and super-premium segments of clothing continued to struggle. (John, 2011) Sports styles and casual wear has been in fashion across all generations of Canadian consumers. The trend of health and wellness has contributed to the popularity of sportswear styles, benefiting brands and retailers such as Lulu lemon Athletica. This has in many ways paved the way of making sportswear as a part of daily fashionable style– a trend that other brands are now trying to follow. Many manufacturers and retailers are moving online in Canada. Most companies have been working on having a dual approach of retailing sales by having both online and store-based presences. With the fast development of consumer ownership of Smartphone, tablet computers and other wireless hand-held devices ,the Canadians are now boosted to access the Internet anytime and anywhere. E-commerce has become an important way for retailers to market their products and sell their products.（John，2011） Since the price of cotton is rising further, Jeans manufacturers are looking for more durable alternative materials. And they found recycled material and other fiber materials a good choice. In the past, modal is high-grade fabrics, but this season the proportion of this kind of material may decrease. The jeans producers need more good and cheap material nowadays.( James,2007) Future jeans may be made from milk fiber, bamboo fiber, thence, viscose fiber and so on. Cotton will become only one of the jeans, the future of jeans lining is surely to have more incredible new features. Professors of trend predicted that sexy, comfortable, personality fashion experience; highlight concise atmospheric style will be the main feature of jeans in the future. First, they should be sexy since sexy appeal has long been a jeans theme. Second, it is the embroidery. Dainty style of embroidered will make jeans looks nifty and clever. Third, straight cylinder, which will make jeans seem classical. Four, do old. This technology is very cool since it use laser to cut out rags to be heroism. This is very notable in famous stars; the style usually can have the effect of making fans crazy. And the last would be Absorption Japan and South Korea culture since it's hard to imagine how much impact have HanFeng brought to our everyday life, and clothing should be the biggest part. (Stephanie, 2008) Since Canadians set a lot of store on being healthy and comfortable wearing, VF needs cater to their requirements so that they can have a much more large market there. Just as the Chairman said, they are aiming at approaching to environmental sustainability, which reflects their commitment to operating their business in a manner that ensures future generations can live with cleaner water and air, healthier forests and oceans, and a stable climate. By actively encouraging their associates to cooperate with them to go to environmentally and socially responsible direction, they will innovate to deliver sustainable products to people around the world. We all know that for products like jeans, people will only buy when they like it. This requires the seller do more on lining and style that suits the local people. We all know that Canada is a developed country and people there have convenient access to the internet. Depending much on e-commerce will surely save a lot of cost.( Ritendra,2007) On the other hand, it will surely help reaching access to more people since people are getting more and more busy now and they seldom have plenty of time for shopping. For a much developed country like Canada, transportation would not be a problem, so it really very convenient to sell goods to people all over the country. With the development of globalization, doing business on line with people all over the world is not a dream now; e-commerce would be an irreplaceable big power. (Peter, 2004) VF Corporation is a perpetually driven culture, focused on constant innovation. Using deep research and insights, they combine the art and science of apparel to create products that excite consumers and brands that inspire loyalty. As for the Canadians, they should do something more about the Canada history and culture and mix these factors in jeans producing and selling. Just as the Chairman of VF said their success today is a direct result of the values they embrace as a company and as people. To them, values such as honesty, integrity, consideration, and respect are more important than words; these values are embedded in everything they do and are the foundation of their social and environmental efforts. (URL) VF Corporation is the world's largest listed one of Apparel Company, and jeans series is a large portion of the company. As in the Canada market, they have long been successful although a lot of competitors such as parasuco sprung up all the time. In the future, if they want to win the Canadian market, they should matter more in developing styles that will satisfy the Canadian culture and wear habit. Besides, developing more marketing channel is also very important. (Robin, 2010) Shoes clothes "one-stop" service platform is established.On February 12, 2012, I passed China's conformity assessment state approval "triad" expansion of the committee review, the new expansion, change the detection capability of 274 standard, including Japan, Australia, Germany, Britain, Canada and other foreign standards, 74 footwear product testing standards, 136 successful new footwear product testing capabilities, become the only in fujian province can provide shoes clothes "one-stop" detection unit, meet the demand of the majority of shoes suit integration enterprise testing.At this point, I have to work area of 10100 ㎡ (including 800 ㎡ jinjiang laboratory), with constant temperature and humidity, chemical analysis, textiles, physical and ecological security and so on more than 10 a fully functional laboratory;With today's domestic and foreign most advanced inspection instruments and equipment 800 Taiwan (sets), has been able to meet the international standard, the standard of the country such as Europe and the United States, advanced and scientific research.Detection ability is related to fiber, textile, garments, leather, paper products, bags, zipper, shoes and other fields, executable item number 1036 testing standards, both at home and abroad can be more convenient for our province and surrounding areas of enterprises to provide clothing, footwear and apparel related products of "one-stop" service. Provides the high quality cotton instrumentation and inspection services.Investment of more than 200 ten thousand yuan to build HVI 1000 type standard laboratory, within three working days pass inspection data to the enterprise in time, ensure the test results can get timely and effective application in the enterprise;At the same time, combining with the test results of cotton assorting process targeted help and guidance, and provide door-to-door service.In May 2011, the fujian association ChengXie feng printing and dyeing industrial co., LTD., in the purchase of cotton, found that 4 batch of cotton possible quality problems and seek help from our bureau.Our professional technical service team immediately into the problem of cotton notary inspection, found that 4 batch of cotton are serious quality problems, the enterprise according to the three levels of cotton purchase cotton, but level 3 cotton accounted for only 5.3% of the actual test result, four, five cotton accounts for about 35%, six levels of cotton accounts for about 60%, the rest of the indicators show that the number of cotton quality is poor, issued by the notary inspection report also suggested that the enterprise reasonable rights according to law, in the end, the supplier has carried on the exchange to have quality problems of cotton and the moisture regain and impurity rate caused by the difference of the compensation, we for the fujian association ChengXie feng printing and dyeing industrial co., LTD., to restore the economic loss of 180000 yuan.In addition, I also sent technical personnel many in-depth changle textile industry cluster in cotton and chemical fiber technology support and cooperation in scientific research activities, and quanzhou tianyu chemical fiber weaving co., LTD. Co., LTD. Signed the agreement on the cooperation project research, help enterprises to apply for patent technology and intellectual property protection. Fiber textile metrological verification work.Founded fujian textile fiber metering station, the establishment of textile special strength, amount of textile geometry, textile dyeing, fabric performance, balance, temperature and humidity and light box class seven public standards of measurement, such as textile independently with a strong machine, shrinkage machine, washing fastness tester, sun weather fastness tester, standard light source box, electronic balance, textile oven, temperature and humidity box, fabric pilling tester, friction fastness tester, fabric thickness tester, martindale, strand of yarn length measuring instrument and yarn twist tester and textile and footwear testing equipment of metrological verification, provide thoughtful equipment metrological verification service for the enterprise.In November 2011, our textile fiber metering station pass in fujian province pledges inspect bureau organization specialized metrological verification institutions at the provincial level supervision and inspection, appraisal result is the eight authorized specialized metrological verification institutions at the provincial level. Forward service window.According to "based on the hercynian, expand outward, moved forward service window, in-depth industry collection and distribution center, to the nearest service enterprise" development ideas, combining with the characteristics of fujian minnan local textile and garment industry cluster development, our decisive start jinjiang laboratory and xiamen office related preparation work, and in April 2011 and July have been put into operation.Of jinjiang laboratory approved by conformity assessment of China national committee at the scene of the "triad" review of detection product parameter up to 40, 125 standard, covering the fibre, textile fabrics, clothing, dyestuff, leather and other fields, can provide enterprises with GB 18401 to the nearest whole project, composition, appearance, logo, color fastness, strong standards such as the detection work, and related information consulting, interpretation standards and the product quality and technical analysis and other related services.In this way, our basic formed is given priority to with fuzhou branch, jinjiang lab for long-distance lab, shishi, xiamen for business acceptance to the nearest window "four to business acceptance, both product inspection" four to run the game pattern, effective service scope covers the main textile and garment industry clusters in fujian province, effectively reduce the operation cost of enterprises. Innovation service pattern.Since 2008, our bureau has successfully explored the inspection "four separate" (sampling - accepted - test - his), the "six clinical type service" (daily accepts the outpatient service, the enterprise needs to visit, by way of remote service auscultation, organize experts to question to consultation and service society free clinics, emergency response from emergency), "one-on-one" customer service to adapt to changes in the industrial development, such as close to the practice of enterprise actual demand, in the standard system revision, the product quality problem analysis, the enterprise technology improve diagnosis counselling for the majority of enterprises to provide a large amount of high quality and efficient service.Such as in the standard system revision, I take to give priority to in order to inform or participate in formulate the national standards, industry standards, to help enterprises develop standards and standard interpretation stable cross three forms on a regular basis to help enterprise value standards, specific standards, standard production process, reduce production cost, improve labor efficiency, improve product quality.In recent 3 years, I have to prepare and participate in national standard, paragraphs 2 and 6 industry standard, 15 provinces local standards, standardized development of fujian textile and garment industry provides a strong support, and achieved obvious economic benefits.Including cleaning wipes () up the fujian provincial local criteria of changed shaowu fujian wash clean towel industry development predicament of no canonical standard production, make the place in a small industry gradually developed currently has more than 20 production enterprises, the annual output of 500 million pieces, occupy the market share of 75% of the major industries. Reference James.S,M.(2007) “Jeans: A Cultural History of an American Icon”, Penguin Putnam,Vol.30.5.PP.28-32 Jeffrey.L.R,M.(1998)“Legend of Vf Corporation”, Write Stuff Enterprises,Vol.27.9.PP.1-42 John.M. M.(2011) “Canadian consumer survey”, Bureau of Advertising, Canadian Daily Newspapers Association,Vol.60.24.PP.90-100 Lambert.M,etal ,M.(2010) “PARASUCO”, Betascript Publishing,Vol.23.4.PP.3-7 Peter.C,M.(2004) “Micropolitics And Canadian Business: Paper, Steel, And The Airlines”, University of Toronto Press,Vol.33.17.PP.290-310 Ritendra.G,M.(2007) “E-Commerce”, New Age International,Vol.12.7.PP.6-23 Robin.A.F,M.(2010) “Fair Pay, Fair Play: Aligning Executive Performance and Pay”, John Wiley & Sons,Vol.32.7.PP.79-83 Stephanie.K,M.(2008) “Altered Style: Sewing & Embellishing Wearable Fashions”, Krause Publications Craft,Vol.30.19.PP.10-74 Apparel in Canada.(2012).Retrieved on Nov.20,2012,from Statistic VF.(2012). Retrieved on Nov.20,2012, from |
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