Answered: . "Click, buy, and make" means A.…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

Source: Khan, Natasha. "Really Fast Fashion: How to Get Bespoke Clothes With the Click of a Button." https://www.wsj.com/articles/tech-powered-labels-deliver-custom-made-clothing-shoes-in-two-weeks-1523292648?mod=itp&mod=djemITP_%20h, posted

4/9/2018.

Style trends are moving faster than ever in an age when a shopper can spot an outfit on Instagram and buy it with just a few clicks. That immediacy is prompting the fashion industry to experiment with a business model called "click, buy and make."

Today, Hong Kong clothing maker Bespokify's customers, anywhere in the world, can order professional women's clothing. Customers input their measurements, generating a digital pattern for clothes manufactured in China, and receive their orders within 2 weeks of purchase.

"Consumers are now shopping 24 hours a day and are being trained to expect new styles all the time," says an industry analyst. Big retailers also are looking into the click-buy-and-make model. A year ago, Amazon won a patent with which it could take a customer's order, print a pattern on fabric and send it to be cut by a robot before being assembled by another robot.

Hong Kong's Li & Fung Ltd., one of the largest supply chain managers in the global garment industry, thinks new technologies could ultimately mean that more companies would be able to place small orders and avoid being stuck with extra inventory. "Just look at the average size of

orders—it's

been going down for years," its CEO said. "It went from hundreds of thousands to tens of thousands. And it will keep going down until it approaches a unit of 1."

Software and robotics have been in use in fashion for some years. Companies like Proper Cloth use technology to predict a customer's ideal shirt measurements without having to measure them in person.

Critical Thinking Questions

1. "Click, buy, and make" means

customers are guaranteed their outfit will be delivered in 2 days.

shoppers can buy a dress online, which is then made upon demand.

clicking on Instagram and registering to receive discounts.

buying furniture online.

2. Why isn't this technology more widely used?

Online sales are dropping.

Most customers still shop in stores for their clothes.

Not enough computers are available to run the systems.

All of the above.

3. The advantage(s) of mass customization to sellers is/are: