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"M&S has been left behind by two changes. The first is the rise of cut-price clothes. In the year to April 15th around 35% of all clothing and footwear sold in Britain was discounted, up by more than a tenth on the previous year. Grocers and cut-price retailers are grabbing more of the market.
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The second change is a move to more efficient supply chains and shorter lead times. The standard bearer for this is Inditex, which runs Zara. Inditex can get clothes from designer’s table to store in 14 days, says Isabel Cavill of Planet Retail, a research firm. Other retailers have followed suit: Sweden’s H&M manages it in three weeks. This allows them to respond to the market’s taste rather than betting on what customers might want. M&S, which only recently introduced a six-week lead time on its more regular items, has suffered from shortages. Earlier this year stores ran out of knitwear and printed tops.
The second change is a move to more efficient supply chains and shorter lead times. The standard bearer for this is Inditex, which runs Zara. Inditex can get clothes from designer’s table to store in 14 days, says Isabel Cavill of Planet Retail, a research firm. Other retailers have followed suit: Sweden’s H&M manages it in three weeks. This allows them to respond to the market’s taste rather than betting on what customers might want. M&S, which only recently introduced a six-week lead time on its more regular items, has suffered from shortages. Earlier this year stores ran out of knitwear and printed tops.
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Marc Bolland, the group’s chief executive, is trying to catch up with the competition. He is reducing the number of distribution centres from around 100 to four. (Moi ici: E o que vão fazer para responder ao que os clientes preferem, em vez de tentarem adivinhar com 9 meses de adianto o que eles vão gostar? Esse é o ponto-chave. Flexibilidade e proximidade são fundamentais. Quando aumenta a incerteza, a solução não é o aumento do controlo) He is also taking control of the M&S website, which is currently operated by Amazon.
(Moi ici: Já tinha lido umas coisas sobre outras marcas de renome que fizeram isto, que se puseram na mão da Amazon... deram à Amazon o acesso a informação preciosa, a base de dados dos clientes, os gostos e preferências, ... que leviandade!!!) But if the firm is to retain its place in British fashion—and in middle-class British hearts—Mr Bolland will need to have some more tricks up his sleeve."
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Mr Bolland, um conselho:
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