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Description
Thanks to quicker production cycles and cheaper manufacturing, high-fashion styles can go from catwalk to closet in mere weeks-and at a fraction of the cost. This program focuses on Crisca, a fast-fashion women's retail chain banking on a market in Canada for European styles beyond its base in fashion-savvy Montreal. Also profiled on the show is millionaire Herschel Segal, founder of Le Chateau, one of Canada's leading clothing retailers. The guest...
Description
Walking a fine line between value and luxury, Target mimics the prices of a big box discounter while retaining the sense of an urban boutique. This CNBC Original documentary examines the unique, dichotomous strategy that has enabled the company to avoid many of the problems of its competitors. The report provides an overview of Target's 100-plus-year history, beginning with the extraordinary salesmanship of George Draper Dayton, moving on through...
Description
Product, price, place, and promotion are the nuts and bolts of the marketing plan, and apply equally to deodorant and action figures. After a quick overview of the Four P's, this program focuses on the first two: product and price. In part one, the classification of consumer products is divided up into convenience, shopping, and specialty products, while the product life cycle is tracked from introduction to decline. Part two spotlights pricing strategies-including...
Description
With unprecedented access to secluded archives and hidden testing facilities, this CNBC Original documentary goes inside Coca-Cola, the world's leading beverage company and the most recognizable brand on the planet. Melissa Lee presents a story of never-before-seen labs and high-tech product trials as the camera follows Coke's urgent campaign to reinvent itself, after years of losing ground to arch-rival Pepsi in the race to develop new, blockbuster...
Description
Filmed at USC's Marshall School of Business, this program, guest-hosted by CNBC's Stuart Varney, partners two innovators from opposite ends of the retail supply spectrum: Thomas Stemberg, chairman and CEO of Staples, and Carl Yankowski, former CEO of Palm, a market leader in hand-held computers. Topics of discussion include creating categories, looking forward and staying ahead, and distribution, from shelf space to cyberspace. In addition, MBA students...
Description
In the fast-paced world of fashion merchandising, every season brings with it a demand for something new and different. In this program, a designer who owns her own boutique, students developing apparel as a class project, and professors from Iowa State University's highly respected fashion department talk about where they get their fashion ideas and describe how clothing makes its way from the drawing board to the marketplace.
Description
It may be a hub of global business and culture, but on a more primal level, New York City is a place where eight million people hustle to fill their stomachs. This program depicts a day in the life of the culinary community that feeds the Big Apple. The story begins in the Bronx, just after midnight, with the first stirrings of the New York City Terminal Produce Market. At 2 a.m., Chelsea Market bakeries are busy making dough. Two hours later, forklifts...
Description
Retail is a tough racket-and the grocery business may be the toughest of all. This program illustrates the extremes to which today's food purveyors must go in order to win customers and beat back the competition. As viewers quickly learn, even the best efforts of marketers, test-kitchen chefs, and food scientists aren't always enough; roughly 18,000 new grocery items are developed each year, but nine out of ten don't make it to store shelves. Case...
Description
Thanks to recreational legalization in Colorado and Washington, the U.S. marijuana industry exploded from $1.5 billion to $2.7 billion in one year. Most banks are afraid to take money from marijuana-related businesses because of the severe penalties attached to money laundering charges. Companies like Blue Linehave filled the gap, offering assistance navigating the maze of state, local, and federal regulations, protection and delivery of marijuana,...
11) The Retail store
Description
This fact-filled video explains the general organization of a retail store and shows how the various parts of the organization work to present merchandise to customers effectively. In detail, retailers discuss how they plan and buy inventories and what they do as products arrive. Viewers learn solid information about the diverse opportunities available in the retail store environment as professionals explain retail finance, sales promotion, personnel,...
Description
This highly informative program presents professionals in various segments of the exciting and fast-paced fashion industry discussing their roles at design, production, wholesale, and retail levels. Viewers see how merchandise is presented to wholesale buyers in New York showrooms and learn how resident buying offices assist store buyers in deciding what merchandise best suits their clientele. Interviews with wholesale and retail professionals in...
Description
This informative video shows students how to analyze the essential elements involved in creating the right ambiance for merchandise. Includes: the creation or change of a store's identity, both from the inside and through windows; techniques for using space, line, and lighting; how to utilize colors; and the showmanship created by using current events and holiday themes. Leading professionals discuss how visual merchandising has become a prime selling...
Description
Technology and a booming U.S. economy are driving innovation in the clothing industry that is beneficial to businesses and consumers alike. This program examines trends in apparel marketing and changes in manufacturing and distribution. Bricks-and-mortar marketing via retail, department, discount, specialty, and outlet stores; catalog sales; shopping by television; and online buying are all discussed. In addition, interviews with a distributor, a...
15) Wholesaling
Description
Fashion merchandising begins with a designer, who conceptualizes garment styling and fabrication, and progresses through wholesaling where merchandise is manufactured and sold to retail stores. This comprehensive program presents a look at professionals in design and wholesale showrooms discussing how they buy fabrics, design, sell, and produce clothing lines. Viewers learn about the opportunities in this ever-changing field.
Description
In the glamorous world of haute couture, marketing means fanfare, glitter, and VIPs. This program surveys the fashion industry's high-profile approach to image-marketing at the influential Dallas Fashion Awards; a Gucci store opening party in Milan; the elite ESCADA showroom in Dusseldorf; and a photo shoot in Berlin with renowned photographer Albert Watson. Branding, the use of supermodels to boost international appeal, and the drawing power of celebrity...
Description
CPD is one of the leading fashion fairs worldwide, and Manfred Kronen is its owner. To him, fashion equals emotion, so he never fails to market them together at his huge exhibition hall in Dusseldorf. This program features Kronen and the CPD staff in action, tracking them from final arrangements through the events of opening day, including a Toni Gard fashion show and a photo shoot for German Vogue. In addition, the program travels to Shanghai, where...
Description
In Italy, the finest cloth in Europe is woven and hand-assembled to the exacting specifications of prestigious fashion houses-and it comes at a very steep price. This program visits an exclusive fabric fair, the wool looms of Zegna, the silk printing presses of T.J.S.S., a clothing assembly plant, and a fashion trade show to demonstrate how Italy's best craftspeople turn thread into cloth and cloth into some of the most luxurious clothing in the world....
Description
From Paris to London, Monte Carlo to Milan, and Munich to LA, taste-makers Li Edelkoort, Gucci's Tom Ford, and Werner Baldessarini, of Hugo Boss, seek to identify the spirit of the age wherever they can find it-and then translate it into the next big trend in fashions. In this program, Edelkoort, Ford, Baldessarini, and others unravel the intricacies of clothing-oriented trend-spotting. In addition, parallel examples of trend-spotting are drawn from...
20) Spring
Description
With spring in the air, Gregg finds out what it takes to bring Britain millions of eggs for Pancake Day, discovers the clever technology behind Easter chocolate, and reveals what our eyes tell us about the way we shop.
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