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QUALITY CONTROL IN LUXURY FASHION

INDUSTRY

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What is quality control?

Quality control (QC) is a procedure or setof procedures intended to ensure that amanufactured product or performed

service adheres to a defined set of qualitycriteria or meets the requirements of theclient or customer.

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QUALITY MEASURES:

Although product quality may be described by aset of

1. physical,

2. chemical,

3. comfort,

4. environmental etc.properties that can be established by appropriate

laboratory tests, not all features (e.g. workmanship)can be expressed in numerical values.

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The quality of industrial products has severalcomponents playing different roles inappreciating its value, namely:

Quality of the construction or structure Functional quality

Production/execution quality

Realization/recognition quality

QUALITY COMPONENTS:

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COMPARISON BETWEENBRANDS

LEVI STRAUSS VS LEE

ZARA VS H&M

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LEVIS HISTORY

The Levis was founded in 1875 and producedjeans for youth from denim which is acoarse, heavy twill fabric.

During the 1980s the company branched out intoa range of garments including suits.

In the 1990s the association with the youth culturebegan to lose some of its vitality.

In early 2000s levis was relaunched with a newbrand mission i.e to be the coolest and mostprofitable jeans brand.

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LEVIS QUALITY CONTROL

Levis is a well-known organization and they enjoyed greattriumphs in the last century, especially from the 1960s to mid1990s. Levis lacked innovation and stuck to what they knew,

which morphed into offering few product lines that also wereout of style. By not being up-to-date, Levis lost sales whenthey missed and failed to forecast trends in The 1990s. Asnew rivals entered the market, consumers could choose fromdesigner jeans to more affordable jeans at retail stores.

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Brand Revival

Strategic alliances and licensing. Bycollaborating with other companies in otherindustries, Levis could enter new productcategories and expand beyong clothes.

Fast Fashion. By speeding up design processesLevis could create the absolute latest in fashiontrends, which translates into loyal and happiercustomers.

Customization. Now that Levis is doing better,the Personal Pair program could be relaunchedand would probably be very successful in an erawhere customers (are looking for moreindividuality from their clothing purchases.

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LEE HISTORY

The company was formed in 1889 by HenryDavid Lee as the Lee Mercantile Companyat SalinaKansas producing dungarees and jackets.

The growth of Lee was prompted by theintroduction of the Union-All work jumpsuit in

1913 and their first overall in 1920. Later inthe 1920s Lee introduced a zipper fly andcontinued to expand.

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LEE QUALITY CONTROL

Lee starts making overalls of high quality in 1911.The first one was called the Bib Overall and wasoriginally made in 8oz denim and had a multi-function pocket and a button fly.

In 1922 The H.D. Lee Company created BuddyLee as an advertising piece.

Always first to market with the latest innovation indenim, Lee released stretch denim into the

Australian market in 1980s - within 18 months, thetrend for stretch denim had sky rocketedestablishing Lees reputation as the latest denimtrends

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Brand Revival

Strategic alliances and licensing-The Lee Jeanstoday is manufactured by Arvind Mills limited,where the brand gains a lot of cost advantage

with its competition as the raw materials arecheap in India.

Fast Fashion-Dedicated design teams inAustralia creating designs for the Australian and

New Zealand markets with a continued focus onbringing the latest denim trends to the fashionforward market in 2013

Customization- Now Lee continues to pushboundaries and collaborate with creative mindsto deliver cutting edge ideas.

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ZARA

Zara is a Spanish clothing and accessoriesretailer based in Arteixo, Galicia, and founded in1975 by Amancio Ortega and Rosala Mera.

It is claimed that Zara needs just two weeks to

develop a new product and get it to stores,compared to the six-month industry average, andlaunches around 10,000 new designs each year.Zara has resisted the industry-wide trend towardstransferring fast fashion production to low-cost

countries. Perhaps its most unusual strategy wasits policy of zero advertising; the companypreferred to invest a percentage of revenues inopening new stores instead.

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H & M

H & M Hennes & Mauritz AB (H&M) is aSwedish multinational retail-clothing company,known for its fast-fashion clothing for men,

women, teenagers and children. The branding consultancy Interbrand ranked

the company as the twenty-first most-valuableglobal brand in 2009 and 2010,making it thehighest-ranked retailer in the survey. Its worthis estimated at $1216 billion.

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Brand Failure Zara And H&M

Clothes sold by Zara, from Spain, failed in threecategories, the most of any brand tested. It is alsothe only brand that has failed three successive

quality tests. Tests covered such characteristicsas fiber content, color fastness and pH value. (Ahigh pH, meaning the fabric contains alkaline, canirritate the skin.)

Zara's down coats failed BCA's quality tests in2009 and 2010; their actual down content waslower (by 9.1 and 18.5 percent, respectively) thanwhat the labels said.

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Contd..

Forty three batches of clothing failed in the city'slatest quality tests, according to local industrialand commercial bureau . The bureau found 11

batches, including clothing from the brand H&M,to be substandard due to poor fabric quality. It isnot the first time that quality problems have beenfound in H&M clothing. Besides fabric problems,other clothing brands failed tests for pH balance,

color fastness, fiber content and some sufferedfrom partial non-standard product labels.

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Brand revival strategy for H&M

In the coming months, H&M is launching a denimcollection made with cloth recycled from usedgarments returned to its stores and also a new"Conscious" range using bamboo, recycled

polyester and organic cotton. H&M has pledged touse only cotton from sustainable sources by 2020and to phase out the use of toxic chemicals thatenvironmentalists say can pollute rivers near

factories. Using celebrities like David Beckham to endorse

their products.

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