Laura Essay Example | Topics and Well Written Essays - 2000 words

Laura - Essay Example Fast moving items are being recorded in the store managers’ hand-held computer in order to relay the message to the head office and its central design team. When it comes to production, Laura chose to print roughly 40% of its own fabric and produces 80% of its finished products. This production strategy allows Laura to be more flexible in responding to the sudden changes in fashion trend. Having an efficient logistics and Laura’s commitment to produce unique and fashionable clothing preferred by its target consumers throughout UK and Europe within a short span of 15 days makes the company able to keep up with the fast changing fashion trends. By continuously expanding its market distribution via increasing the number of its store outlets, telephone / mail order operation, and investing on online catalogue and ordering system including its practice of changing the store clothing designs every 4 weeks makes the annual sales increase over the The strength of Laura’s production system includes its ability to determine the trend of in-fashion clothing and its immediate response to the customers’ needs and wants by investing on a low cost in-house garment production that is responsible in printing its own fabrics, cutting, and sewing of garments just-in-time for delivery. The benefit of such production strategy is that it allows Laura to immediately respond to the customers’ constantly changing preferred fashion style within a short span of 15 days. The problem with this type of production strategy is the fact that its competitors are saving more money from outsourcing the production of garments in third world countries by bulk. In line with a much lower cost of production, Laura’s competitors are able to sell their product line at a much lower price. For this reason, Laura is not able to penetrate the lower end of the markets that are