Textile Value Chain Marketing in the Era of Omnipotent Consumers, Omnichannel Retail, and Omnipresent Compliance Demands

Abstract

Today power is in the hands of the consumer. Technology is revolutionizing our products, how we learn about them, and how we buy them. Increasing regulations constrain their design, production, and marketing. A concept to consumer, value chain approach to business brings current and future business leaders a vitally important, customer-first, value-driven marketing perspective not offered by the traditional make-and-deliver textile and apparel supply chain approach. This textbook explains the apparel and home textile value chains for students and working professionals and examines textile marketing throughout. Readers will explore a comprehensive array of contemporary issues and technology to facilitate and safeguard marketing success. Because design, raw materials, production, and sourcing are inexorably intertwined in the process of creating and delivering the goods today’s consumers want, at a price they can afford, this book addresses these topics. With the apparel and home textile industries spanning six continents, this textbook includes an overview of importing, trade agreements, non-tariff barriers, and government regulations. As the key to protecting reputation, brand and regulatory compliance is reviewed. Readers will explore leading practices in big data, branding, and communications vehicles necessary for success in today’s apparel and home textile marketing. The textbook introduces the latest technology in market analytics, design, product development, production, sourcing, marketing, and retail. Sustainability is an overarching theme, infused throughout each chapter but also addressed as a topic in its own right. From product concept and raw materials to the end consumer, this book provides the reader with an up to the minute understanding of product development, production, sourcing, and marketing across the value chain.