Lean Marketing and Sales applied to a Company in the Fashion Industry

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Our Client is a mediun-sized manufacturer of lady’s shoes located at the heart of the Veneto Region. Individual skills and craftsmanship tradition have been the best ingredients against a very competitive environment and the cyclical crisis of the industry.

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However important, these features were not deemed enough to guarantee the long term survival and success of the company if it remained, as in the past, a mere subcontractor to premium-brand owners. The desire to develop a brand of its own and to gain market share in a overcrowded industry led the management of the company to ask for GC&P’s experts support.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Action[/custom_headline]
Our job has had two main areas of activities: 1. making production and planning processes faster and more flexible and reactive to the market changing needs; 2. developing a strategy for a new lady’s shoe brand owned by our client while keeping and strengthening its original business as a subcontractor. We led the company’s internal team in all phases of the project: from applying lean principles and tools in all areas of the supply chain to developing a new innovative product; from choosing the best distribution channels to studying and launching a successful communication campaign.

[custom_headline type=”left” level=”h2″ looks_like=”h4″ accent=”true”]The Results[/custom_headline]
With a new organization, improved processes and a new business model, the company owns now all tools to manage successfully its value streams. The management team is able, both at product, sales and operations level, to monitor results, decide actions and act quickly according to risks and opportunities posed by the market.