RetailPracticeApparelbrandsfinallyshifttodeepersupplierrelationshipsBrandsrecognizethevalueofpartneringwithsuppliersbuthavebeenslowtoact.Ourlatestsurveyfindsthatbrandsarefinallyshiftingtotransformtheapparelindustry.byJulianHügl,PatricioIbáñez,Karl-HendrikMagnus,andAliceScalcoDecember2023Apparelbrandsfinallyshifttodeepersupplierrelationships1Sourcingfortheglobalapparelandfootwearmarkethascomparedwithotherindustries.Thisdynamicisbecausebecomeevermorechallengingoverthepastseveralyears.apparelhasafragmentedsupplierbase,andbrandspursueNow,brandsarenavigatingtwoadditionalcomplicatingfactors.lowproductioncostsacrossdifferentregions.First,thevaluechainfacesincreasedpressurefromdemandfluctuationsthathavepushedbrandstoreduceorcancelordersForseveralyears,theindustryhasrecognizedthatmarketaswellasfromlogisticsdisruptions.Second,externalforcesdynamicscallforamorestrategicapproachtotheirsuppliersuchasregulationandnewmarketentrantsareresettingrelationships.Thisyear’sMcKinseysurveyofapparelchiefindustrystandardsforspeed,sustainability,anddigitalization.purchasingofficers(CPOs)revealsthatforthefirsttime,theyaretrulytakingaction.1Apparelhastraditionallybeencharacterizedbylimitedsuppliercollaborationandfewlong-termstrategicrelationships1Since2013,McKinseyhasconductedbiannualsourcingsurveyforapparelbrands’chiefpurchasingoff...
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