News on SA Clothing Sector

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Monday, 24 August 2009

Streamlining for survival in the local clothing and textile industry

By Judith King-King Commissions

Durban, South Africa


Apparel researcher and commentator Renato Palmi, in a TV interview on 22nd August 2009, observed that while the South African clothing and textile industry sector has long been under stress, the entire industry is not unravelling at the seams.

Palmi told e-News 24 there are a number of companies doing good business, surviving the onslaught of cheap imports, and navigating their way through the current economic crisis.

Asked by presenter Jeremy Maggs about the impact of cheap imports on the industry, Palmi said that these had resulted in job losses and factory closures, but that to persist in citing this lack of local competitive edge as a reason for failure was simplistic. “The industry has had to deal with cheaper imports for several decades, and will continue to face this challenge.”


On the demise of a number of large textile companies and the consequences for the industry, Palmi said that these companies had to restructure to become more globally competitive, and this would mean some down-sizing, but the outcome could be a more robust industry. “I firmly believe that the future of the local fashion, apparel and textile manufacturing sector lies with smaller operations - the trendsetters, the initiators of innovative networks and collaboration within the entire clothing industry value-chain,” he said.


Palmi noted that the state’s bail-out programme and the R6 billion allocated to the apparel sector implemented by the Industrial Development Corporation (IDC) is a noble and welcome gesture, but questioned whether measures like these were sustainable. He contends that these funds should not be going to companies that clearly have not invested in technology upgrading, production streamlining and skills development.

“This investment should be directed at viable operations to assist them in expanding their capacity and markets. In so doing, these companies would be in a position to absorb the workforce from companies that need to shut down, and what we could see is a more competitive, efficient and effective industry, albeit smaller.”

Companies being bailed out will still have to face cheaper imports, labour issues and rising operational costs “so how will the allocation of only R2.5 million for individual companies mitigate these issues and make a company competitive in the long term?”

Palmi explained that among the IDC’s bail-out objectives is a focus on skills training, rapid delivery time and product-related supply chain integration, with a focus on fashion design, pattern design and manufacturing integration. “It is clear that SETA training within the apparel industry is not working, otherwise skills-levels would not be as problematic as they are. As for design integration into the apparel value-chain, we need to look further upstream in the value-chain to the fashion sector,” he said.

“Many fashion design students are not adequately equipped with business skills or knowledge of the apparel value-chain as a whole. Unless we can find more synergy between design and apparel manufacturing, trying to address this issue within the frame work of the IDC’s programme will be flawed.”

“I also think that the entire bail-out process is a temporary solution. What should be happening, and is occurring in some quarters, is for the various sectors within the clothing and textile industry to come up with innovative mechanisms that will address the issues the IDC programme is intended to rectify, but the key is for this industry to implement its own programmes for a more immediate response that can minimise the drag of government red –tape.”

Palmi spoke briefly about a new project being initiated by a Durban-based fashion design college, Linea Academy, to address skills development within the apparel manufacturing sector. The programme aims to involve apparel manufacturers in this innovative concept, whereby they would identify their needs and Linea Academy would develop educational programmes combining fashion design innovation, business development and manufacturing skills to align with individual companies’ requirements.

He concluded that there were prevailing concerns within industry about the roll-out of the IDC bail-out programme. “There is a sense in some quarters that the initiative is well-intentioned but flawed, in that it will take time to see any tangible results.”

Issued by:


Friday, 14 August 2009

Where next for KwaZulu-Natal’s CTLF Sector?

Did the 2009 KwaZulu-Natal Economic Recovery and Jobs Summit deliver any concrete response plans for the province’s clothing and textile sectors?

Labour, compliance, cheap imports, technology upgrading, the role of government and the dominance of the retailers in the apparel value-chain – these were the issues raised in the Summit’s session on the clothing, textile, leather and footwear sector. While several panellists presented some interesting proposals on these concerns, recovery and growth will depend on how these are formulated in ongoing consultation with stakeholders and whether they can be implemented in a fair and transparent manner.

KZN local government has allocated R70-million for rejuvenation of the apparel sector, but the panellists of industry representatives forfeited this valuable opportunity for the industry collectively to devise policy usage, management and accountability of this funding. Another gap in the dialogue resulted from the omission of KZN’s Department of Economic Development and Tourism in the panel profile, so these links were not explored in the discussions.

The objectives of regional policy development are to identify mechanisms for improving economic conditions within a specified geographical locality to enhance the overall economic development of a country.[1] To understand the context of these aims in relation to KZN’s apparel sector, a historical perspective is useful:

From 1960 to 1970, the rate of employment in the clothing sector equated to 6,7% per annum, exceeding the annual growth rate of 6,2% in the manufacturing sector for the same period. Natal (now KZN) reflected one of the highest employment growth areas during these years. By 1970, white workers in this sector decreased, with black weekly paid employees making up 29%, coloureds 47%, and Indians 19.[2]

During the 1989-93 recession, job losses amounted to some 420 000, while the South African Clothing and Textile Workers’ Union reported a loss of 17 700 jobs during the period September 1995 to February 1996.[3] In 1995, approximately 420 firms (300 being CMTs) were found in the metropolitan area of Durban.

In a study of the clothing industry on the KwaZulu-Natal South Coast in 1995 the issue of illegal imports was reported. Subsequent research shows that illegal imports have persisted as a major threat to the local apparel industry.

In his opening address to the Summit, the MEC for Economic Development and Tourism, Mike Mabuyakhulu, said that KZN had been hardest hit by the recession, with 117 000 jobs lost in the first quarter of 2009, and a further 57 000 in the second quarter of this year. A more encouraging statistic was the increase in jobs within the manufacturing sector during the second quarter, from 389 000 to 415 000. The MEC challenged the unions, saying that the future of their members depended on the choices and sacrifices they make in the present and urging unions and civil society to work closely with business leadership towards keeping companies afloat.

Nimrod Zalk, Chief Director of Industrial Policy-Department of Trade spoke on the role of tariffs in growing local industry capacities, and emphasised that KZN should engage with national programmes. Since Elaine Smith’s appointment as Director of the DTI’s apparel sector communications and momentum have been visibly energised, and it appears that the long awaited Customised Sector Programme (CSP) is starting to show some results in its implementation phase. Zalk put forward an admirable proposal for a national technology audit within the CTLF sectors so as to provide an industry baseline for upgrades, and to define which textiles South African can produce cost-effectively. This would inform new and highly beneficial trade policy development.

Zalk, said the immediate goal of government was to arrest the evaporation of jobs, but there is a perception in industry that its survival rests with the DTI. “This is not the case,” he said. “There needs to be a collective buy-in from all quarters.” He stated that the IDC has allocated R6-billion to rejuvenate the industry over the next two years. Other response plans include: increasing duties on specific clothing imports, reducing tariffs for textiles, dealing with illegal imports in collaboration with SARS, and providing incentives for companies to upgrade. Companies experiencing cash-flow difficulties would also be assisted, procurement issues - such as BEE fronting (and the role of co-operatives in this context) would be addressed, and solutions to strengthen the value-chain of local industry would be sought.

A policy brief issued at the Summit described procurement as an important mechanism to “support local companies in distress”. The document specifies the need to support SMME’s, co-operatives and BBBEE firms, to assist companies “contemplating the retrenchment of more than 50 workers”, and to ensure that fair labour standards are upheld. Relating specifically to the CTFL and fashion sector, the brief assures that South Africa would not be allowed to become “a dumping ground for low quality products from other countries.” A key policy principle involves “all clothing, textiles and footwear procured by provincial and local government and government institutions [being] manufactured locally [and] retailers should [be] encouraged to buy locally.”

Such statements are honourable and worthy of pursuing, but there is nothing new here - the industry has been trying to deal with these issues for many years.

The President of the Durban Chamber of Commerce and Industry, Clive Manci, stressed that BBBEE policies should not be abused. It is important for local government, particularly the Department of Economic Development,to be transparent in their policy formulations. This would entail ensuring the competence of staff tasked to make recommendations and implement these policies, in order to eradicate any coercion and bias that favours one sector and or a group of individuals and companies.

Zet Luzipho, COSATU’s KZN Provincial Secretary, believes that 50 000 jobs could be created as envisaged by President Jacob Zuma. The high level of corruption was slated, especially around procurement. “Workers are facing an economic death penalty ... and we must own up what we have and have not done,” he said.

KZN Premier, Dr. Zweli Mkhize, noted that industrial response plans must be clear and focused, and that businesses should look within to prevent job losses. His assurance that government is prepared to fight any form of corruption is welcomed: direction from within government will eradicate the perception that there is favouritism taking place with the CTLF and fashion sectors around tenders and facilitation of policy implementation.

Ebrahim Patel, Minister of Economic Development, said there were far too many people dependent on survival jobs and that government is committed to broad-based development for sectors that provide labour growth and manufacturing. He outlined a new six-point action plan, some elements of which affect the apparel sector, such as a job fund for retrenched workers, the role of SETAs in skills development, a crackdown on illegal imports, and support for distressed industry sectors.

Michael Lawrence, Executive Director of SA’s National Clothing Retail Federation, spoke elegantly about the retailers’ role in the value-chain, noting that smaller retailers were more vulnerable than larger retailers. He observed that these small operations might not have institutional memory of a global recession, and that they might not have contingency plans for an economic downturn. I frequently advocate that smaller retailers and independent designers should be in a position to respond more rapidly than larger institutions in terms of supply and demand; a typical weakness in this stratum is the tendency to waste capital on unnecessary expenditures when business is vibrant.

Lawrence said that the “big five” retailers did not make up 50% of retail sales, as there is a large informal sector that is unaccounted for. He observed that price is not the only factor governing support of local suppliers: retailers consider consistent quality, sustainability, capacity to supply to deadline, and clear understanding of current market dynamics. He said that most manufacturers had not “upped their game” to take advantage of geographical proximity to retailers. The discount market consists of roughly 80% of the entire market; South Africa’s demographics as linked to income distribution drive consumers to prioritise price as in their purchasing decisions. Style, colour, print type, touch/feel, and sizing are subsidiary considerations for consumers.

Lawrence identified delivery delays as a serious problem for retailers seeking to buy from local suppliers, with only 63% of delivery deadlines being met. He also cited the lack of flexibility as a stumbling block, and I endorse that this is a persistent challenge faced by our designers when trying to find local CMTs; I believe that SACTWU and the Bargaining Council could play a role in identifying and facilitating linkages between designers and CMTs to relieve this. Lawrence noted that relationships with suppliers are crucial to resolving this, acknowledging that retailers sometimes place enormous strain on the value-chain and suppliers. He urged suppliers to be pragmatic in communicating to retailers about what can and cannot be done, as only through open dialogue could the flow-through in the value-chain be enhanced. I reiterated this point, saying that no time should be lost in adopting a relational approach to sustainable and supportive production in the apparel sector.

John Comley, CEO of Eddels Footwear, gave an inspiring talk that tracked the success of his business. This had entailed recalibrating the company’s systems for rapid response, quality control, and flexible process. While he recognised the challenges faced by companies around wages, he felt it was inappropriate to compare South African labour conditions with the low wages paid in China: many Chinese apparel workers live on site, whereas our employees have to cover high travel expenses. Noting that the apparel and footwear sectors are labour-intensive and very crucial for both the provincial and national economy, he urged all role-players to invest in invigorating these industries.

SACTWU’s Deputy General Secretary, Andrew Kriel, pointed out that these industry sectors currently employed about 200 000 people, with KZN making up about 40% of this figure. He said the industry generated some R41-billion in annual sales and that women made up nearly 70% of the workforce. The Union monitors job losses and factory closures on a daily basis, and 65 companies (24 in KZN) had closed since the onset of the economic crisis. The loss of a further 10 000 to 15 000 jobs in the clothing and textile sector can be anticipated if current economic conditions prevail. “There is no way that we can compete with a country like China which subsidises its industry,” he said, adding that the unrelenting loss of jobs is extremely detrimental to South Africa’s social fabric of the country, and that the industry’s demise cannot be contemplated. In regard to illegal imports, the Union is focusing on eradicating this scourge and is highly supportive of the actions taken by SARS and the DTI to this end.

Kriel revealed a disturbing feature of the growth in apparel co-operatives, many of which have been found to be formed so that business owners can manoeuvre around registration and labour laws. He said the law will be changed to stop this abuse of labour legislation and exploitation of employees.

Len Smart, ED of Natal Clothing Manufacturers Association, observed that the industry had shrunk considerably since 1994 due to the high volume of imports and the low support of local suppliers. In 1990, KZN had employed 65 000 people in the industry and roughly 55 000 of these were located in the Durban Metro; there are now 24 500 people in the Metro area, resulting from the migration of companies to non-Metro areas. A startling statistic showed that more people were employed in Lesotho’s clothing sector than in South Africa.

Smart noted that buyers have continued to drive down prices. In 2000, for example, the production price demanded for a standard garment was R9.50, while the same garment in 2009 was forced to be produced at R4.50. He said that even if companies did meet the unrealistic prices demanded by buyers in the retail sector, the industry could not realise volumes in orders as labour and management were not adequately skilled to monitor and implement quick response production measures. “It is imperative for the industry to get to 60 and 70 days’ turn-around to meet the demands of retailers if we want them to buy local and if we are to compete with foreign companies,” he said.

Labour is the highest cost in production, and unregistered operations in the informal sector accounts for a large sector of the industry, yet policies being formulated and implemented by the Department of Trade and Industry pertain only to registered companies. Does this not provide an incentive for companies to register and comply with the Bargaining Council standards? Smart confirmed that the issue of co-operative registration within the apparel sector was very disturbing and that in KZN, 57 companies have taken this route. Within KZN, the percentage of registered clothing firms was minuscule compared with the number of unregistered companies operating in both the formal and informal sectors.

On the issue of illegal imports, Smart presented recent statistics showing that goods valued at about R16.5-billion had been imported into the country, but only R6-billion had been declared. “There are jeans coming into this country being declared for under R2.00,” he said. This problem was discussed at length, and one delegate asked Nimrod Zalk why illegal importers were not being disclosed to the industry. Zalk responded that procedures for this would need to be followed and that “even the DTI is not privy to such information.” Delegates then questioned how retailers would be able to monitor their supplier base without access to such information; there was agreement that naming these companies should be integrated into the legal process so that retailers could react appropriately to ensure that their supply chain is ethically managed.

Conclusions and Recommendations

The Summit generated significant information-sharing, which was valuable, but many of the issues have languished on the shelf of ineptitude and friction for too long. The CTFL sector will remain endangered unless the following survival tactics are deployed:

The industry needs to see that there are capable people within government institutions that are responsible for implementing policies.

We need to deal quickly and effectively with the abuse of legislation being perpetrated by co-operatives. The impression was that the development and creation of co-operatives was a central focus for the KZN Department of Economic Development and Tourism. We cannot afford the discord arising from government pushing for co-operative formulation, while the unions and industry see such organisations undermining the sector.

There seems to be discrimination against smaller operatives that are not compliant whereas non-compliant larger companies have the capital resources to contest the Bargaining Council in the courts. There is an urgent need for the Bargaining Council and smaller CMT operatives to find the middle ground in their dispute relating to unnecessary harassment and compliance.

Instead of strike action that would do more harm to the industry and their members, unions should find alternative mechanisms for dealing with their grievances.

I propose that the industry unites to conduct a two-day workshop to review the issues discussed at this Summit, and other lingering problems that were not addressed during the session, so as to formulate a response plan that can be understood and implemented by all. This would indicate industry’s commitment to action, and would go some way towards obviating the current fragmented and selective approach to sectoral policy development.

This Industry Indaba should also cover the following specific concerns raised by delegates at the Summit session:

1. Action against illegal imports.
2. Action relating to tax breaks at provincial and local level.
3. Action on incentives to increase competitiveness (especially for the footwear industry).
4. Sufficient representation on the KZN Advisory Council.
5. Review and amend the incentives in the CTCIP relating to value, time period, and cost-sharing percentages.
6. Enforce the buy-local campaign for CTFL goods at all levels of government (officials to lead the way by wearing clothing designed and made in South Africa).
7. Fund the CTF clusters to the equivalent Rand values of the budget for co-ops.
8. Clarify how the IDC rescue package for struggling firms will be operationalised and how it is to be integrated into the total restructuring framework for the CTFL sector.
9. Immediately remove the legislative obstructions currently preventing the IDC from offering effective assistance – in other words, change the Act which is causing delays and inefficiencies; or alternatively, if this is a long and convoluted process, government should look to provide alternative funding mechanisms in the short term.
10. Ensure fast-tracking of processes designed to provide rescue funding.
11. Review the current tariff review process.
12. Implement proposed skills development initiatives and increase the funding sources over and above the CTFL SETA contribution.
13. Develop a training provision infrastructure to cope with the demands of the sector and the retrenchment package proposal by government. This specifically refers to technical skills provision, especially in textiles.
14. Record and follow up on the additional issues raised by SACTWU in their submission to the Summit.

[1] Trevor Bell ‘South African Regional Industrial Development Policy: Critical Issues,’ Transformation, 32 (1997), 1-30 (p.2).
[2] National Productivity Institute, ‘ Summary of Findings’, Productivity of the Women’s and Girls’ Clothing Industry in South Africa (South Africa NPI, 1971)
[3] Simon Roberts ‘Monetary policy Within Macroeconomic Policy: An Appraisal in the Context of Reconstruction and Development,’ Transformation, 32 (1997) 54-78 (p.55).

Written and researched by Renato Palmi
Final edit: Judith King: King Commissions
@ 14 August 2009

China fashion retail market

International, local and regional fashion players are now filling up the space between the high-end/low-end fashion offer in China’s apparel retail sector.

H&M's newly opened Qianmen Avenue store in Beijing is rumoured to be taking CNY1m ($146,000) a day, Zara's aspirational collections are flying off the rails and Gap is gearing up for a 2010 entry. China's fledgling fashion middle market is growing fast.

The Chinese womenswear market was worth just over $31bn in 2008 and is expected to make annual growth of 10% a year for the next five years, reaching $46m in 2012 according to Howard Abe, partner at AT Kearney in Shanghai. The middle market part of this sector is doing even better.

"The mid-market has been growing at about 30% a year or more over the past five years," he says. "What's interesting about brands such as Zara and H&M is that they have a retail model that is closely tied to the market. They price competitively and they are clearly looking at the Chinese consumer and adapting."

Retail spending in China was up 15% in the first quarter of 2009 to CNY2.94trn ($430.4bn). Though there has been a slight slowdown in sales it hasn't been as bad as retailers were expecting, he says. "Retailers were very concerned in January and February, but the perceived drop hasn't been as bad and there is still double-digit growth.

"There is easily enough demand, and demand is increasing all the time. With the increasingly affluent consumer, if even 1% of 1.3 billion people can afford it, that is a massive market. The greatest challenge is not enough of the right product, the right sizing, the right location and the right managers."

Owing to the one child policy (which focuses family resources on one person), the high number of students and the new generation of white collar workers, 18-to-30-year-olds are one of the strongest consumer groups in the Chinese market.

Paul French, chief China analyst at Access Asia, says the "upper middle market" of international brands has been fuelled by the increase in young women going into white collar jobs. He says that foreign brands are still perceived as having more credibility for impressing bosses and colleagues.

A typical Chinese office worker would aspire to dressing in Zara or H&M, would carry a Louis Vuitton handbag and would wear some jewellery, he says. "They tend to go for basic colours… they don't want to stand out. Zara is popular because its cut is narrow, which suits the Chinese."
A taste for simplicity is backed up by AT Kearney's research. Monochrome colours made up 54% of the womenswear market in 2008. This trend is predicted to continue and in 2012 monochrome fashion will be worth an estimated $24.9bn, compared to colour at $21.1bn.

However, it is still a small percentage of the population who can afford to shop in the middle market. "In the urban cities, where 41% of the population live, there are many different consumer segments and only about 10% of those actually shop at these type of shops," says Abe.

"The average household in Shanghai spends about $3,000 on fashion products and of that $1,000 goes on apparel," he adds. Surveys show that consumers are most interested in value and quality.

Plenty more retail space is coming on line, according to Stead. "We look at a basket of 16 Chinese cities and at the end of 2008 there was 18.1 million sq m of retail space of a varying quality. At the end of 2010 we expect a further 7.5 million sq m in those 16 cities," he says.

May Lawrence, director at PricewaterhouseCoopers in China, says that many tier-one cities are now saturated with brands and tier-two cities are seeing the most growth. But she emphasises that retailers really need to understand the differences in consumers between provinces.

"The difference in sizing and colours between regions and cities requires a high level of awareness and sophistication to make the offer localised," she says. "Good brands will localise the design and colour and have to understand the social demographics."

Improvements in infrastructure as the Chinese government pours massive investment into road, rail and air travel mean that it is easier for retailers to transport product and for consumers to travel. For example a two-hour car journey from Beijing to Tianjin now takes just 29 minutes on the newly opened bullet train.

For Chinese brands competing in the middle market Abe says there are several challenges. "Competition is tighter and they are having to step back and say 'how do we differentiate our apparel?' Branding is still very much a foreign concept. Branding (in the Western market) means your consumer experience - there's nothing like that here."

Lawrence from PWC adds: "The biggest challenge is brand building, particularly for local brands. Getting the customer value proposition is key… all the other things filter down once you get that right."

French agrees: "Chinese companies don't know how to do branding and they don't want to pay." Instead he believes Chinese companies and entrepreneurs will buy brands. They have already bought local licences for Kappa and the whole of Tacchini and he predicts it won't be long before some major luxury labels are Chinese-owned.

Linking up with a brand ambassador who is popular with the Chinese is vital for marketing. H&M plastered the streets of Shanghai with billboards of Kylie Minogue before opening.

French says that Topshop could build a great business in China with the Kate Moss collection as the model is already a hugely popular style icon. Other Western celebrities popular with the Chinese include Victoria Beckham and Catherine Zeta Jones.

Perhaps the biggest problem facing some European and US retailers is underestimating the amount of involvement and expertise needed to understand the Chinese market and consumer.
2007 market share of top 10 branded womenswear sellers
· Etam - 8.27%
· Only - 7.77%
· Vero Moda - 6.79%
· Esprit - 4.61%
· Tangy - 1.54%
· Girdear - 1.51%
· E-Land - 1.36%
· Hua Xin - 1.04%
· Etam Weekend - 1.03%
· Zup'er mei - 0.62%
· Others - 65.46%

Ref: LIZ MILLER, WGSN 22.05.09

World Retail Congress 2009

Speaking at last year's World Retail Congress, retail tycoon Sir Philip Green, head of Arcadia and Bhs, told delegates the sector was to face an "acid test". Green said: "Now it's dark out there, let's see who can find the light at the end of the tunnel. In easy times, we get carried away. Now we're going to discover if what we are doing has stability and legs."

He was right. The economic crisis has resulted in high-profile retail casualties and has impacted deep into the retail supply chain. More than one year later, global retail leaders and industry experts gathered for the third and final WRC in Barcelona before the event moves to Berlin next year.

Speakers at the WRC, including heavyweights from Deloitte and Mirae Asset, predicted the recession would begin to end in late 2009 with the US and China dragging the world out of the downturn.

· Some economists already see green shoots although Deloitte's Dr Ira Kalish said the economic crisis will have a lasting effect on the retail landscape, with fewer major retailers in each channel.

· The US will see its economy experience structural change, moving away from a consumer spending model towards one focused on exports, investments and government spending.

· Until recovery begins to bear fruit retailers are having to navigate precarious situations. However the feeling among delegates was that the big shocks have happened. There was optimism that the worst is now over; global retailers felt they are at least able to plan for the future, with better visibility of the situation they and their companies face.

Consumers are making long-term changes in attitude as a result of the recession. David Roth, CEO of WPP's The Store, said the consumer has been through three stages of grief brought on by the worldwide recession: rage and acute distress; acceptance; and moving on.

Retail has become more about educating consumers as shoppers seek out ways to validate the shopping experience.

Jim Stengel cited a tie-up between US retailer Ann Taylor Loft and Procter & Gamble. The retailer, recognising that the trend for disposable clothing was over among customners, sought out a way to help shoppers create new outfits from investment pieces they already had. Part of that involved the reuse of clothing. The retailer worked in P&G's washing detergent brand Tide to promote its new Total Care products, including endorsement from Tim Gunn.
Instead, it is being replaced by a model based on social engagement, according to Michael Jary, worldwide managing partner at OC&C Strategy Consultants.

· Consumers have a desire to have an emotional engagement to the purchase process, he argued. Brands and retailers should therefore adjust to this consumer desire and change the way they develop.

· Matt Rubel, president and CEO of Collective Brands Inc, which runs US footwear retailer Payless ShoeSource, cited the example of eco range Zoe & Zac, which targets a 16- to 30-year-old customer. As the collection ties into issues that this consumer group cares about, it commands a 12% higher price than other brands.

· In another example, the company's prosaic dyeable shoe offer was rebranded from 'custom colour' to 'moment of celebration and unforgettable moments', focusing on weddings and proms. It was designed to replicate a cosmetics display in store, and in-store designer Leila Rose validated the 64-colour palette. Prices went up but sales grew by 150% in the first 90 days. Rubel said: "The strategy that we use is this: we build platforms for our brands that tie in with emotional occasions in people's lives".

During the slowdown, the aspirational customer can no longer afford - or no longer even wishes to aspire to - luxury, she continued. As a result, the brands that catered for that market will suffer, but at the same time the luxury market is "going back to haute couture and its principles" of personalisation, artisan-made, exclusivity and quality.

Consumers still want luxury products, but are not prepared to compromise on a 'halfway-house' of a pseudo-luxury brand. Consequently, brands such as Hermès, Burberry and Prada will still be desirable, as consumers prefer brands with a recognised, authentic heritage.

The notion of trading up that was popular before the recession is also still continuing now, said Lanciaux, but now raising the price of goods as well is no longer possible. "Trading up means removing fake," she added. "Consumers today prefer to buy semi-precious stones rather than zirconium."

The retail journey is becoming more fragmented. Consumers are moving between online research, social networking sites, mobile networks and stores before they purchase. According to research presented by IBM, 50% of UK consumers and 46% in the US switch from store to internet when purchasing from a brand.

Borders Inc CEO Ron Marshall said: "It is about having a conversation and building a relationship with the customer online that feeds back into the stores. You need to take each medium, look at its specific strengths and play to those. Online content reaches out and touches people, in-store you can stage events that bring those people in to your stores in a different and very real way." The retailer holds music and author evenings in stores, which evolve through online book and music clubs. Events such as its midnight Twilight club, where it opened at midnight on the day the teenage vampire movie was released on DVD, led to more than a million hits on social networking sites. "You can talk to customers in a way that no one else can - it's incredibly impactful," he said.

Understanding the role of retail in a local or regional market and adapting to suit local needs can pay dividends for a wide range of retail businesses and formats.

Vittorio Radice, CEO of Italian department store chain La Rinascente, said: "With stores in some of the world's most beautiful cities it's important to realise you are part of the fabric of their being and that you should try to give value to that by making your store in some way unique to its location. It is then that you can start a winning formula for your business." US consumer electronics retailer Best Buy, which has expanded into Canada, China, Europe and Mexico, focuses on 'local' in its approach to customer-centric retailing. Bob Willett, CEO of Best Buy International, said the retailer analyses local demand to co-create (with customers and the local team) services and solutions for that market.

According to a Havas 2009 survey of 22,000 consumers across 10 markets, consumers are still concerned about sustainability and are not losing sight of the issue despite economic pressures. Four-fifths of those surveyed would reward rather than punish brands that adopt sustainable practices; almost half (48%) are prepared to pay more for sustainable product; and two-thirds would go out of their way to find out more about companies' social and environmental practices.
"It is fundamental, not elemental to business," said Champniss. A firm's ability to thrive and survive will depend on the integration of sustainability across traditionally siloed company structures. One approach is to recognise sustainability's similar characteristics to IT: it is inherently horizontal, it has the potential to become universal, and it is a basic business-driver adding to brand value, just as IT has done. "

Although bruised and battered by the economic events of the past year, retailers were reminded that crisis can create advantage. Dr William Fung, managing director of the world's largest sourcing company, Li & Fung, explained to delegates that the Chinese character for crisis is the same as the one for chaos, and includes two elements - one meaning 'danger' and the other 'opportunity'.
Ref: A.CARR, L.HALL, A.JOBLING, A.RUMSEY, J.WARKENTIN
28.05.09. WGSN

Friday, 7 August 2009

Renato Palmi interviewed for SABC TV3 business programme

Renato Palmi, director of ReDress and project and marketing director of Linea Academy was flown to Johannesburg for a television interview relating to BEE within the clothing and fashion industries for the TV programme Africa Inc.
Africa Inc. is a South African business magazine programme produced and presented by journalists Siki Mgabadeli and Nikiwe Bikitsha that investigates the complex issues that surround and drive the country's Black Economic Empowerment (BEE) policies.
Africa Inc. is a unique view on black economic empowerment, 15 years into democracy. The show attempts to draw a comprehensive picture of the complex issues that drive BEE forward.
Africa Inc. is produced and presented by journalists Siki Mgabadeli and Nikiwe Bikitsha, who traverse the length and breadth of South Africa to bring perspectives on the country’s empowerment experiment.
Tinged with the glamour and sophistication that go hand in hand with the world of business, Africa Inc. brings you conversations with business moguls and top decision-makers including Tokyo Sexwale, Nku Nyembezi-Heita, Kgosi Leruo Molotlegi and Saki Macozoma.The show speaks to the power-players, the dealmakers, the beneficiaries and the critics of Black Economic Empowerment.
When:
SABC TC3
Tuesday nights
20h00