مقاله انگلیسی رایگان در مورد زنجیره های تأمین حق امتیاز مد – الزویر 2019

Online-offline operations are known to induce channel conflicts if the same products are offered by them. Under many franchising arrangements in the fashion industry, to avoid channel conflicts and cannibalization between the franchisee and the brand owner, the brand owner will first supply the product for the franchisee to sell offline in the first period. After that, the brand owner will sell the product online directly in the second period. We explore this online-offline model with the focal points on the choice of franchising contract and the ordering time. By modelling the choices under four different scenarios, we derive the analytical conditions in which one scenario is preferred to another scenario with respect to contract type and ordering time option. We examine the problem from the perspectives of the brand owner, the franchisee and the supply chain. We identify the situations in which the optimal choices of the brand owner and the supply chain are the same, as well as the conditions when Pareto improvement is achievable.

Introduction

Fashion retailing has stepped into the omni-channel retailing era. Online and offline operations of many fashion brands and international retailers are both well-developed. For example, Sears, one of the largest American fashion retailer, has invested heavily in information systems so that its online and offline operations are both enhanced and integrated together (Laudon and Laudon 2014). Uniqlo, the world’s leading fashion brand originated from Japan, also employs the O2O strategy as the sharp tool for its rapid expansion in the China market. The core of Uniqlo’s O2O strategy lies in leading the offline customer traffic to retail shops by the online services including new arrival promotion with the mobile social networking software (e.g., WeChat), APP coupons and big data analysis on consumer buying behaviours. Besides, JD1 , the leading e-commerce platform in China, has established the strategic cooperation with two famous sportswear brands, “Lining” and “Xstep”, to integrate the online and offline channels and provide better experience to consumers with an improved logistics solution and a more effective inventory circulation. A lot of fashion brands, in both fashion apparel and footwear (Khazaei Pool et al. 2016), are implementing franchise operations. Franchising is a licensing arrangement with which the franchisee can operate the brand as well as the retail format in a specific market. Fashion brands, like Bossini, are known to be expanding by relying heavily on franchising. Under the franchising arrangement, the fashion brand (the franchisor) will make a profit by some means, such as charging the franchisee a royalty or making a profit margin by the wholesale price. Some fashion brands also prefer to sell in a market offline via the franchisee, and online by its website directly.