Supply Chain Practices of Three European Apparel Companies: Zara, H&M and Benetton
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Case Details:
Case Code : OPER068
Case Length : 14 Pages
Period : -
Organization : Zara, H&M,Benetton
Pub Date : 2008
Teaching Note : Not Available
Countries : Italy, Spain, Sweden
Apparel
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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II. Hennes & Mauritz
Sweden based Hennes & Mauritz (H&M) was among the pioneers in
fast fashion, and apart from introducing its own styles, it also scouted around
the world for styles and fashion that could click among customers...
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Design
Initially, H&M sourced the products mostly from its agents in Asian countries
and sold them through its stores. In the late 1980s, H&M began building a design
team so that it could come out with products that met customers'tastes and
requirements...
Production
Initially, all the production activities of H&M took place in Sweden. In the
1960s, some of the production activities were shifted to other European
countries and in the late 1970s to Far Eastern countries. As of 2006, H&M had 22
production offices, of which 10 were in Europe, 10 in the Far East, and one each
in Central America and Africa...
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Distribution
A large part of the finished products that were manufactured were shipped using
external contract companies to the central warehouse in Hamburg, Germany, which
served as the transit terminal. Most of the goods from the production centers
across the world passed through this transit terminal on their way to the
destination country...
III. Benetton
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