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1 Case Study: Gap Inc. Embry-Riddle Aeronautical University MKTG 449 – Strategic Marketing Management December 10, 2023

2 Manufacturing Partners Manufacturing partners play a crucial role in the supply chain and overall business operations of a clothing brand. They manufacture clothing items according to the brand’s specifications, designs, and quality standards. This involves transforming raw materials, such as fabrics, into finished products. Manufacturing partners also conduct quality control, ensuring that the clothing meets the brand’s quality standards. This involves a thorough inspection of materials, workmanship, and overall product integrity to minimize defects and uphold the brand’s reputation (Casciani, Pal, & Chkanikova, 2022). Cost management is also a role of manufacturing partners. Cost-effective production processes are important but should not compromise product quality. This includes negotiating pricing for raw materials and production services to optimize the brand’s overall manufacturing expenses. Most importantly, manufacturing partners should maintain open and effective communication with the clothing brand to address any issues, changes, or updates related to production (Albrecht, Green, & Hoffman, 2023). This ensures transparency and facilitates a smooth collaboration between the brand and the manufacturing partner. Distribution Partners Distribution partners also play a pivotal role in a clothing brand’s journey from production to the customer. Distribution partners are in charge of inventory management, receiving and managing the inventory of clothing items from the manufacturer, and ensuring accurate tracking of stock levels and efficient handling of products. Inventory management also requires storage space, so they also provide storage facilities for the clothing brand’s products, optimizing space and organization to facilitate easy retrieval and distribution (University of Minnesota Libraries Publishing Edition, 2015).

3 Distribution partners also process and fulfill orders received from retailers. Wholesalers, or directly from consumers. This involves picking, packing, and shipping products in a timely and accurate manner. Another important role is the handling of returns and exchanges and providing support to customers and retailers regarding order status, shipping inquiries, and other distribution-related matters. Overall, distribution partners contribute to the success of a clothing brand by efficiently managing the movement of products, reducing lead times, and optimizing the distribution network, ensuring customers receive their orders promptly and in good condition (Albrecht, Green, & Hoffman, 2023). Retail Partners The role of retail partners in a clothing brand is to connect the brand’s products with end customers. Retail partners display and showcase products attractively and compellingly within physical stores or online platforms. This creates a positive first impression and encourages customer engagement. Retail partners are also the point of sale for a clothing brand, facilitating the purchase of products by customers. They contribute to revenue generation through the sale of the brand’s clothing items. Being the face of the clothing brand also means that retail partners gather and provide feedback from customers to the clothing brand, helping them understand market preferences, trends, and areas for improvement (Albrecht, Green, & Hoffman, 2023). Retail partners are also a direct interface with customers, offering assistance, guidance, and information about a clothing brand’s products. This makes or breaks the overall customer experience and contributes to brand loyalty. They manage and control the inventory of the clothing brand’s products within stores and online platforms, restocking, organizing, and ensuring accurate tracking of stock levels. Retail partners also create appealing displays that attract and engage customers which contributes to visual merchandising and participate in

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4 marketing and promotional activities, which drives customer traffic and increases awareness of the clothing brand (Albrecht, Green, & Hoffman, 2023). Marketing and Advertising Partners Marketing and advertising partners promote a clothing brand and establish its presence in the market. They collaborate with the clothing brand to develop a comprehensive brand strategy, including positioning, messaging, and target audience identification. They then create and execute marketing campaigns to promote the clothing brand. This involves developing creative concepts, designing visuals, and planning the overall campaign strategy (Albrecht, Green, & Hoffman, 2023). Marketing and advertising partners also conduct market research to understand consumer behavior, preferences, and trends and use this information to tailor marketing strategies and campaigns for maximum impact. Social media also falls under their scope. They manage and optimize the clothing brand's presence on social media platforms, creating engaging content, running advertisements, and fostering community engagement (Casciani, Pal, & Chkanikova, 2022). Finally, marketing and advertising partners track the performance of marketing campaigns using analytics tools and key performance indicators to assess the effectiveness of different strategies and make data-driven adjustments. Technology Partners Technology partners play a crucial role in supporting and enhancing various aspects of a clothing brand's operations, from design and production to distribution and customer engagement (Casciani, Pal, & Chkanikova, 2022). Part of this role includes providing and maintaining the online infrastructure for the clothing brand's e-commerce operations. This includes website development, secure payment gateways, and user-friendly interfaces for online shopping.

5 Another aspect includes offering technology and software solutions for efficient transaction processing and optimization of the clothing brand’s supply chain (Casciani, Pal, & Chkanikova, 2022). Another role of technology partners for a clothing brand is to assist in managing and analyzing customer interactions and data. CRM systems help the clothing brand understand customer behavior, preferences, and trends, enabling personalized marketing and improved customer service (Casciani, Pal, & Chkanikova, 2022). Technology partners would also create and maintain mobile applications, as well as implement measures to ensure the security and integrity of the clothing brand’s digital assets, customer data, and online transactions. Customer Service Partners Customer service partners play a crucial role in ensuring a positive and satisfying experience for customers of a clothing brand. Part of their role is to address customer inquiries regarding product details, sizing, availability, and other relevant information. Customer service partners serve as a valuable resource for customers seeking information about the clothing brand and its offerings. They may also handle customer complaints, concerns, or issues with tact and efficiency (Inventrax, 2023). Customer service partners engage with customers through various communication channels, gathering feedback from customers about their experiences with the brand, products, and services. Customer service partners play a role in collecting valuable insights that can inform improvements in the brand's offerings and operations. This also contributes to the quality assurance of the brand by monitoring and ensuring the quality of customer interactions. By fulfilling these roles, customer service partners contribute to building a positive brand image, fostering customer loyalty, and ensuring that customers have a seamless and enjoyable

6 experience with the clothing brand (Albrecht, Green, & Hoffman, 2023). Exceptional customer service is a key factor in building and maintaining a strong brand reputation. Financial Partners Financial partners play a critical role in supporting the financial health and growth of a clothing brand. They provide funding for the clothing brand’s startup costs, expansion initiatives, or other capital-intensive projects. This can include investments in manufacturing facilities, technology upgrades, and marketing campaigns. They may also extend loans or lines of credit to the clothing brand to cover working capital needs, inventory purchases, or other operational expenses. Financial partners help ensure the brand has access to necessary funds when required (Corporate Finance Institute, 2023). Financial partners also collaborate with the clothing brand to create financial plans and budgets, offering expertise in financial management, and helping the brand allocate resources effectively and achieve financial goals. They facilitate mergers, acquisitions, or strategic partnerships that can contribute to the growth and competitiveness of the clothing brand. Finally, financial partners conduct financial analysis to assess the performance and health of the clothing brand. This may include evaluating profitability, liquidity, and other key financial metrics to inform strategic decision-making (Corporate Finance Institute, 2023). Supply Chain Partners To sum up this case study, we will end on the supply chain partners who play a critical role in the operations of a clothing brand, ensuring the efficient movement of materials and products from manufacturing to the end consumer. These entities include raw material suppliers, manufacturers, logistics and transportation providers, warehousing and distribution centers, third-party logistics providers, inventory management companies, technology providers,

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7 sustainability partners, and quality assurance partners (University of Minnesota Libraries Publishing Edition, 2015). By establishing strong partnerships with these supply chain partners, a clothing brand can optimize its operations, enhance product quality, reduce costs, and improve overall customer satisfaction. Effective collaboration within the supply chain is crucial for maintaining a competitive edge in the dynamic fashion industry (University of Minnesota Libraries Publishing Edition, 2015).

8 References Albrecht, M., Green, M., & Hoffman, L. (2023). 18.1 retailing and the role of retailers in the distribution channel - principles of marketing . https://openstax.org/books/principles- marketing/pages/18-1-retailing-and-the-role-of-retailers-in-the-distribution-channel Casciani, D., Pal, R., & Chkanikova, O. (2022, October 18). Exploring the nature of digital transformation in the fashion industry. https://www.tandfonline.com/doi/full/10.1080/15487733.2022.2125640 Corporate Finance Institute. (2023, April 24). Distribution Channel. https://corporatefinanceinstitute.com/resources/valuation/distribution-channel/ Inventrax. (2023, April 6). The importance of supply chain execution in fashion and retail. LinkedIn Learning. https://www.linkedin.com/pulse/importance-supply-chain-execution- fashion-retail-inventrax/ University of Minnesota Libraries Publishing Edition. (2015, October 27). 8.1 Marketing Channels and Channel Partners. Principles of Marketing. https://open.lib.umn.edu/principlesmarketing/chapter/8-1-marketing-channels-and- channel-partners/

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