RE­PORT IN­DIA FASH­ION FO­RUM (IFF 2017)

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A brief syn­op­sis on en­hanc­ing sup­ply chain ca­pa­bil­i­ties for a great cus­tomer ex­pe­ri­ence and about IOT & vir­tu­al­iza­tion of re­tail.

or suc­cess­fully serv­ing omni-chan­nel de­mand now and in the fu­ture, re­tail­ers must rec­og­nize and ac­cept that chang­ing mar­ket dy­nam­ics ne­ces­si­tates ad­just­ments to the old ways of do­ing things. As cus­tomer be­hav­iour is evolv­ing in the omni-chan­nel en­vi­ron­ment, get­ting the right fash­ion prod­ucts to the right sales chan­nels can be a highly com­plex process and sup­ply chain proves and will prove to be cru­cial for this re­tail evo­lu­tion. The ses­sion, cochaired by Dhruv Agar­wal, Chief Strat­egy Of­fi­cer, GATI and Kun­dan Chauhan, Headsup­ply Chain Op­er­a­tions, GATI, fea­tured a set of lu­mi­nar­ies from the in­dus­try talk about the im­por­tance of sup­ply chains for cus­tomer ex­pe­ri­ence.

“Sup­ply chain is the big part of build­ing and main­tain­ing cus­tomer ex­pe­ri­ence and loy­alty for a brand. Over the

Flast 2-3 years, CEOS and CFOS have started tak­ing in­ter­est in try­ing to fi gure out ways to build very re­spon­sive sup­ply chain for re­tail­ers and brands to keep a con­sis­tent cus­tomer ex­pe­ri­ence through­out,” said Agar­wal from GATI.

Speak­ing on the topic, Bangladesh’s footwear man­u­fac­turer and re­tailer, Apex Footwear’s MD,

Syed Naseem Manzur said, “Com­ing from a fac­tory back­ground into re­tail, the ex­pe­ri­ence on the sup­ply chain is very in­ter­est­ing be­cause I think the ex­pec­ta­tions are com­pletely op­po­site. Fac­to­ries tra­di­tion­ally, in our part of the world, have never been ag­ile; it al­ways has been about sta­ble and pre­dictable pro­duc­tion. But if you are talk­ing about cus­tomer cen­tric pro­duc­tions, what we are re­al­iz­ing to­day is that you have to put your money where your mouth is. If you want your sup­ply chain to be re­spon­sive, you need to be able to give the fac­tory a pro­duc­tion team fore­cast and fu­ture or­ders on ma­te­rial. Be­cause, what slows down the fac­tory is not the pro­duc­tion time, it’s the lead time on the ma­te­rial.”

Fur­ther­more, Aqeel Ahmed, MD, Florence Shoes, talked about the shoes in­dus­try and its po­ten­tial in In­dia. Florence Shoes, which has 65 per­cent of its busi­ness in the US, 25 per­cent in Europe and 10 per­cent in Eng­land, is launch­ing a French shoe brand, Guy Laroche in In­dia. He said, “In­dia pro­duces 1.2 bil­lion pairs of shoes and the un­der­stand­ing that a ma­jor­ity of it is ex­ported is a myth. On the con­trary, only 10 per­cent of the shoes of the en­tire pro­duc­tion of this coun­try is be­ing ex­ported, as com­pared to China, Viet­nam, etc. One rea­son to launch Guy Laroche in In­dia is that the coun­try needs to have a prod­uct which is at par with the Euro­pean and Amer­i­can brands.”

Em­pha­siz­ing on the im­por­tance of sup­ply chain and lo­gis­tics, Dar­shana Sri­vas­tava, Head of VM, Gap

While most re­tail­ers un­der­stand the im­por­tance of pro­vid­ing a con­sis­tently pos­i­tive cus­tomer ex­pe­ri­ence, many strug­gle with legacy sys­tems that fails to ad­dress cus­tomer ex­pe­ri­ence needs. To suc­cess­fully serve om­nichan­nel de­mand now and in the fu­ture, re­tail­ers must rec­og­nize and ac­cept that chang­ing mar­ket dy­nam­ics which ne­ces­si­tates ad­just­ments to the old ways of do­ing things. As cus­tomer be­hav­iour is evolv­ing in the Om­nichan­nel en­vi­ron­ment, get­ting the right fash­ion prod­ucts to the right sales chan­nels can be a highly com­plex process. This power-packed ses­sion demon­strated how to be sup­ply chain ready for the next phase of re­tail evo­lu­tion.

Arvind Life­style Brands, said, “The lo­gis­tics or the sup­ply chain for vis­ual mer­chan­dis­ing plays a very im­por­tant role. Be­cause it is only when you send the prod­ucts to the store that we walk on over­all pre­sen­ta­tion of the prod­ucts. If the sell-through is high, the chal­lenge is re­ally how you turn around the store into the best pre­sen­ta­tion pos­si­ble. And for that, one ob­vi­ously needs a re­ally strong sup­ply chain and lo­gis­tics. Lo­gis­tics and sup­ply chain can help to en­sure that we get that re­plen­ish­ment or the new flow of stocks on time be­fore cer­tain hours, so that we have enough time to put things up on floors to sell, which is the last means for any re­tail busi­ness.”

–C Dev­das Nair, Cus­tomer Care As­so­ciate & Head Sup­ply Chain & Mis­sion Con­trol,

Shop­pers Stop

–Dar­shana Sri­vas­tava, Head of VM, Gap- Arvind Life­style

Brands

–Dhruv Agar­wal, Chief Strat­egy Of­fi­cer, GATI

–Ishaan Sachdeva, Di­rec­tor, Al­berto Toressi

–Aqeel Ahmed, MD, Florence Shoe

–Simi Ce­cil,

Head- Mer­chan­dise Plan­ning & In­dia

Sourc­ing, Ce­lio Fu­ture Fash­ion

–Ma­hesh Khetan,

AVP- SCM, Aditya Birla Fash­ion

& Re­tail

–Ku­nal Asar,

Vice Pres­i­dent- Off­line Re­tail Strat­egy, Pretty Se­crets.com

–Praney Mal­ho­tra, Head- Sup­ply Chain, Arvind

Life­style Brands

–Ojas Nishar, Di­rec­tor, Vi­ta­mins

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