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Harrington Collection Sizing Up the Active Wear Market Case Solution
At the dawn of the twenty-first century, a sea shift happened in the world of women's clothing. The "severe slump" of the early 2000s had a profound effect on consumers' perceptions of value. As a result of the customers' preference for lower costs over higher brand names, a variety of retail formats emerged, including department shops and mass merchandisers, as well as supercenters and discounters. Outsourcing manufacturing to nations outside the U.S. was another new development in the women's garment sector. As a result of outsourcing, workers may expect to pay lower wages and almost no overhead expenditures. In the article, the value of private label products was proven to be greater than that of name brand products for consumers who are price sensitive. A mature and highly competitive business, overall, but the fashion trend was moving away from name brand and pricey apparel toward a more casual, generic style.
Following questions are answered in this case study solution
What is the Harrington Collection?
What services/products do they offer?
Should they outsource production or manufacture in the United States?
What market are they currently targeting?
What are the costs to break even?
Please complete Exhibit 9 and do a demand and profitability analysis.
Case Analysis for Harrington Collection Sizing Up the Active Wear Market
1. What is the Harrington Collection?
An exhibition that showcases four unique Australian stories at the same time is now being held at The Rocks, which is a historically significant neighborhood that can be found in the middle of the city. The events that are discussed in this article took place all throughout Australia in a number of different cities and towns. Not only was Fjmt responsible for the creation of the collection, but also for its growth and evolution throughout time. The collection is referred to by its name, the Harrington Collection. It is a collection of 58 one-of-a-kind dwellings, each of which was inspired to be developed in order to take advantage of the breathtaking beauty and dramatic texture of this historically significant area. This collection is located in a neighborhood that has been designated as a National Historic Landmark. According to the master plan, at some time over the course of the building process, the elevation of the enormous site will be partitioned into three distinct structures. This will take place at some point.
Throughout the whole process of refining the articulation of each of these structures and making modifications to each of them, the rhythm of the neighborhood in which each of these buildings is situated was carefully considered at every stage. While making the decision to apply this particular architectural style, the size of the property was not taken into account at any point throughout the process. It is only in Sydney that you can discover markets, art galleries, cafés, and restaurants that provide unimpeded views of both the Sydney Opera House and the Sydney Harbour Bridge. You will not be able to find these kinds of vistas anywhere else in the world. These two famous sites may be located in Sydney, Australia. These two well-known locations may be found in Sydney, which is in Australia.
2. What services/products do they offer?
Branding, design, purchasing, manufacturing, the marketing channel, distribution, and retailing are all part of the women's garment value chain. After reviewing the case study, I concluded that the women's clothing sector is declining rather than expanding. The rate of growth has slowed down. The mid-2000s recession has had a negative impact on the textile industry. As a consequence, customers were no longer able to afford premium materials. The majority of our customers said they preferred dresses that were more affordable. In addition, there are fewer design elements in the women's textile industry's life span cycles. It's no secret that Harrington apparel is pricey and of the highest quality.
Thus, Harrington's standing in the corporate sector has weakened. Women's clothes manufacturers are shifting their focus to more affordable products as a result. The reduced cost of foreign-made apparel is one of the factors that contribute to this. The Harrington line has a distinct place in the market. It expanded its range of products aimed at teenagers in 1980. As a result, the Vigor and Christina Cole names were introduced. Known for their high standards of craftsmanship and distinctive aesthetics, these companies have won over a devoted following of fans. Four product lines are divided into three categories, namely "Designer," "Bridge," and "Better."
With a wide range of backgrounds and incomes (more than $200,000), their target audience is ladies between the ages of 35 and 60. It's no secret that Harrington apparel is pricey and of the highest quality. The retail price may vary anywhere from $500 to $1,000, and the company has around 20 percent of the market share. The marketing campaign for the designer collection used the term "Sophisticated Elegance" to describe the brand. All of these factors point to the fact that Harrington Collection is a premium brand available on the market.
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