Final Costing Workbook

WORKBOOK

ASSESSMENT 3

JEANNIE OCTAVIANI 00158822T

2

TABLE

CONTENTS

WEEK 9

Flowchart of Production Analysis .................................................................. 4 Research Brand Analysis ZARA....................................................................... 8 Research Brand Analysis SHONA JOY........................................................... 10

WEEK 10

Costing Analysis for ZARA ............................................................................ 12 Costing Analysis for SHONA JOY ................................................................... 13 Garment Re-Design for ZARA ............................................................... 16 Garment Costing & Specs .............................................................................. 18

WEEK 11

Topshop Case Study Analysis & Findings ....................................................22 Economies of Scale ..........................................................................................26 Reflection Statement .......................................................................................28 Reference ...........................................................................................................29

3

A

4

B

C Production Analysis FLOWCHART Production separate

Analysis steps of

Flowchart is a process

a in

5

picture of the sequential order.

Elements that may be included are: sequence of actions, materials or services entering or leaving the process (inputs and outputs), decisions that must be made, people who become involved, time involved at each step and/or process measurements.

The process described can be anything: a manufacturing process, an administrative or service process, a project plan. This is a generic tool that can be adapted for a wide variety of purposes.

5

D 6

B U S I N E S S

CLASSIFICATION A. Domestically Design - Domestically Manuf Domestically (wholesale) Retailed -> wholesaled to retail store : Toni Maticevski

B. Domestically Design - Domestically Manuf - Domestically (own shop) Retailed -> with their own retails tore : Zimmermann, Ellery, Scanlan Theodore, Sass & Bide, Talulah (made in byron bay) C. Domestically Design - Offshore Manuf - Domestically (wholesale) Retailed -> wholesale to retailer : the fifth label, amuse society, rue stiic, 4. Domestically Design - Offshore Manuf - Domestically & Offshore (wholesale) Retailed -> vertically integrated company : cotton on

7

H I S T O RY Zara is a Spanish clothing and accessories retailer based in Arteixo, Galicia. The company was founded in 1975 by Amancio Ortega and Rosalía Mera. It is the main brand of the Inditex group, the world’s largest apparel retailer. The fashion group also owns brands such as Massimo Dutti, Pull and Bear, Bershka, Stradivarius, Oysho, Zara Home, and Uterqße. Zara as of 2017 manages up to 20 clothing collections a year.

BUSINESS MODEL Zara is committed to fulfil the desire of customers to provide new designs made from high quality materials that are affordable. Zara aim to contribute sustainable development of society and environment around through a cycle of MIS (Management Information System), Marketing, Production, and Design.

4 Production and Distribution main businesses including maintaining quality, cost leadership, offering varieties products, and fast distribution system. Design main businesses including ability to produce new products in short time, coordinating with Research and Development stores to adapt new trends, reviewing customer feedbacks and response. MIS main businesses including product distribution system, improving inventory system, and stores ordering system. Marketing business model including Research and Development, reviewing market and location of stores, penetrating market, and analyzing consumer behavior.

With four to five weeks on the process of designing a new product to be ready on the store floor, Zara produces approximately 11.000 different products per year while its major rivals only produce 2.000 to 4.000 items. Making Zara one of the leading brand in fast fashion retail category.

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research brand analysis

R AN G E & C AT E G O R I E S Zara price range are as follows : Dress AUD 40 – AUD 280 Tops AUD 25 – AUD 110 Skirts AUD 60 – AUD 140 Pants AUD 60 – AUD 160 Outerwear AUD 90 – AUD 300

M AR K E T D E M AN D S Through a massive expansion across the globe, Zara manages to capture customer’s attention. As Zara copies styles straight from the fashion runway, customer find no problem in that. In fact, market expect Zara to have styles they saw from the runway. Market demands luxury fashion in accessible price, high quality material and durability, as well as immediate availability to buy. Because of the market demand, Zara is to expand their brand more to be available in smaller cities around the world.

5

B U S I N E S S AN ALY S I S With a lot of products offered by Zara, to reduce time and cost, Zara choose to handle design, production, and distribution in-house and put the whole production close to their headquarters in Spain to ensure the production is under their control. Through the entire process, Zara can react much faster towards new trends that its competitor, it is directly related to their ability of understanding their customer’s desires and their successful innovation strategies.

CONCLUSION Providing a lot of products in different categories in such a short time frame are their key success factors. More style means more choice and more chance hitting on the customers. By opening a massive number of stores around the world, making Zara visible to customer and putting them as number one fast fashion retail business.

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HISTORY

After studying a bachelor of Textile Design, the Melbourne born Shona Joy started her career in the fashion industry working as a design assistant for some of Australia’s most established brands. The label began with a capsule collection sold through Sydney’s Bondi and and Paddington markets and also at London’s famous Portobello Rd markets. Fast forward to current times and Shona Joy has been a prolific player in the Australian fashion industry for over a decade, with support from over 150 stockists nationally including Australia’s most prestigious department store David Jones.

BUSINESS MODEL In 2000, Shona Joy first started with a capsule collection that was sold in market stalls at Bondi Beach and Paddington market. Fast-forward 15 years, today Shona Joy is stocked in over 200 retailers worldwide. Shona Joy uses exclusive prints and feminine designs as their trademark. Every collection consistently showcases a fusion of prints, resulting in a feminine yet modern visual. Whilst maintaining understated classy separates for everyday wear.

In a simple-decorated headquarter in Sydney, Shona Joy assembles every collection with her team under one roof under design, production and marketing team. Having the products made in Australia creates more value for the brand also easier access to communicate with the pattern maker, allowing the brand to experimenting more with the design.

Shona Joy creates nearly 50 styles each season with complete size range.

Nearly 25 stockists in Sydney wholesaled buy their styles. Order can be put through their website. Retail purchase can be made online through their website or accessible through their main retailer David Jones.

Shona Joy takes their prints as their trademark, hence they will always start a collection with prints. An 8 meter long pin board is installed at their design headquarter as their main inspiration to create a new collection. Sampling and prototype are made in a factory which has been working with Shona Joy for the past 13 years in Australia.

10

research brand analysis

R AN G E & C AT E G O R I E S Shona Joy price range are as follows : RTW Dress AUD 220 – AUD 380 RTW Jumpsuits AUD 195 – AUD 360 RTW Tops AUD 90 – AUD 260 RTW Skirts AUD 220 – AUD 380 RTW Pants AUD 220 – AUD 295 Bridesmaids AUD 280 – AUD 440 Swim & Resort AUD 70 – AUD 160 Shona Joy prides itself on quality finishes and luxe fabrics, but ensures that it remains as affordable fashion for the girl who is addicted to style.

Each collection features a showcase of exclusive prints, often designed through collaboration with artists, graphic designers and some of Australia’s most respected textile houses. All of their products are made in Australia with finest fabrics such as light chiffon, knit, silk, etc.

TAR G E T M AR K E T Shona Joy is targeting working adult women with medium high income who is confident, feminine, classy and modern minded. With their signature silhouette and prints, the brand is well known in Australia, making the stockists will stock their products throughout Australia. With a big demand in Australia only, they has been expanding to Asia and America to fulfill more customer demand of their products.

B U S I N E S S AN ALY S I S Shona Joy is one of few brands that are producing fully on shore. After working with the same lady who owns a factory in Sydney, the brand is very confident with their capability to make a realization of Shona Joy’s designs.

They would be able to work closely with the design team and discussing the pattern and sewing techniques in order to reach the desired outcome.

Shorter lead time from design process down to the store floor is also in a consideration to produce fully in Australia. Their lead time is up to 2 months, a month faster than usual off shore production. Also they can cut down the import and duties fee as well as shipping cost.

Having stockists and one big retailer is also a way to cut down their rent and human resources expenses by not having any physical store of their own but still managed to reach the sales target by selling their collections online and through stockists.

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COMPARISON

COSTING ANALYSIS

ZARA

Crossover Striped Top retailed at AUD 55

CONCLUSION

PRODUCTION DETAILS • Made from 100% Viscose • Wrap body style • Drop shoulder line • Regular sleeves fit • Plain overlock finishing 12

• Made in Spain • Each store has approximately 10 dozen x 2.100 Zara stores in across 88 countries = 21.000 dozen made per style • Zara is vertically integrated and controlled of every element of production from design to distribution within 1-2 weeks

Price of this Zara crossover striped top can be cheaper due to the comparison made. Zara was trying to replicate the style from runway without losing its main essence which are crossover body combined with the in trend stripes fabric. With the massive quantity made, Zara had successfully cut down their make price and bill of material so their price point can fit their target market. Because of this, even if Zara had to clear up the rest of their stocks with a massive discount (this product is now on sale to AUD25), Zara can still make some profits out of it.

COMPARISON

COSTING ANALYSIS

SHONA JOY

CONCLUSION

St Martin Flared Sleeve Wrap Top retailed at AUD 240

DETAILS • Made from 100% Cotton • Wrap body style • Loose fitting • Drop shoulder line • Midi length voluminous sleeves • Lined with polyester lining • French seam finishing

PRODUCTION • Made in Australia • Each style has approximately produced to 250 dozen made per style to stock over 200 retailers worldwide • Shona Joy is an Australian small business whose products are made fully on shore with a close CMT company

Price of this Shona Joy st martin flared sleeve wrap top is almost 5 times more expensive than Zara mainly because the difference of the nature of business.

Shona Joy is a smaller business with smaller quantity production, focusing mainly for the quality of product. Hence French seam is chosen in order to have a clean and exquisite finishing inside the garment. Shona Joy also chose to put lining inside of this garment to make it more comfortable and to put more value of workmanship in each garment. Also due to the location of the business, Shona Joy may get all raw prices to be more expensive to reach Australia through shipping cost, tax and import duties. Even though the high price compared to Zara, Shona Joy’s product are still on demand because of its workmanship and exquisiteness, making it such a collectible item rather than just a disposable everyday clothes.

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COSTING

ANALYSIS

COMPARISON Zara crossover striped top’s fabric is so much cheaper because it was bought in massive rolls in such a big amount of fabrics. Shona Joy st martin flared sleeve wrap top uses lightweight cotton woven fabric which were bought in way smaller quantity for smaller production which affect the fabric price to be more expensive.

Zara crossover striped top is made to approximately 21.000 dozen per style in order to stock all of their stores. This massive amount of production reduces the CMT price according to the Economies of Scale also it makes the production faster and more efficient while Shona Joy st martin flared sleeve wrap top is made only to 250 dozen per style stock up their stores and retailers. This huge difference of amount produced makes a different price for CMT paid by the company. Which in the end may differenciate the costing sheet.

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Zara crossover striped top is made in Spain. Average minimum salary in Spain is 40% lower than Australia. Hence the production cost salary & wage can be up to 40% lower than production mad on shore in Australia especially in Sydney due to the high cost of living.

Zara crossover striped top was being made on shore in Spain close to their design headquarter and warehouse. This reduce the shipping & transportation cost especially in their massive quantity. Shona Joy st martin flared sleeve wrap top was made fully on shore in Sydney Australia. The production is done closely with design team. This reduce the shipping & transportation cost and save more time for their smaller business.

Shona Joy st martin flared sleeve wrap top lined nicely with polyester lining and finished with French seam with no visible overlock. Also it has voluminous sleeves which will cost more in fabric quantity also cost more to do the CMT as it is done more exquisite than the Zara crossover striped top.

GARMENT REDESIGN SHONA JOY WRAP SHIRT FOR ZARA

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17

18

19

20

21

Background

between London’s fashion colleges

To p s h o p i s a B r i t i s h m u l t i n a t i o n a l

a n d t h e Ne wg e n s c h e m e – a ye a r l a t e r.

fashion retailer of clothing, shoes,

This sponsorship continues and since

make-up

2005 it has been part of the London

around which

and

500

accessories.

It

shops worldwide

some

300

are

in

the

has –

of

UK

–

Fashion

We e k

schedule.

plus online operations in a number

In

of

its

markets.

CEO

started

is

Ian

G r a b i n e r,

part

supermodel Kate Moss. After that,

of

the

Arcadia

controlled

by

Its

current

and

it

Group, Sir

is

which

Philip

is

Green.

2007

catwalk

few

onwards,

collaborating

collaboration

been

named

To p s h o p

with

British

collection

under 25

of

the

has best

designer collaborations of all time.

In

1980s,

ANALYSIS REFLECTIVE STATEMENT

to

Making

it

to

the

list

Christopher

K a n e x To p s h o p w i t h t h e i r f a m o u s

brand, but by the late 1990s it began

prints and trims, Mary Katrantzou

undergoing

x To p s h o p wh o s e c o l l e c t i o n s e e m e d

its

profile a

as

revival

a

led

by

Jane

S h e p h e rd s o n a s b r a n d d i re c t o r. S h e

to

b e g a n h e r c a re e r a s a b u ye r, s h e ro s e

L o n d o n F a s h i o n We e k , J W A n d e r s o n

t h ro u g h t h e r a n k s a t t h e c o m p a n y.

x To p s h o p w i t h t h e i r q u i rk y p r i n t s

When she took on brand direction,

and

To p s h o p

had

an

annual

profit

get

pulled

straight

from

menswear-inspired

the

basics.

of

£9 million; by 2005 it was making

To p s h o p’ s

success

o v e r £ 1 0 0 m i l l i o n a n n u a l l y. Un d e r

has

linked

h e r t e n u re , To p s h o p b e c a m e a ke y

extremely

sponsor

We e k ,

collaborations. From Kate Moss to

that

K e n d a l l a n d K y l i e J e n n e r, t h e s e v a r y i n g

of

sponsoring

22

struggled

fashion

maintain

BRAND RESEARCH

To p s h o p

London its

Fashion

Newgen

arm

been

in to

recent years a

handful

high-profile

global

from

East

n e w s h o p p e r s i n t o To p s h o p’ s f r a y.

initiative – which acts as a bridge

One notable example was Beyoncé’

and

the

Fashion

have

celebrity

supports emerging British designers 2002

personalities

of

brought

wh o h a s d e c i d e d t o j o i n To p s h o p i n a 5 0 -

expansion to the US in the mid-2000s and

To p s h o p

50 joint venture athletic, street wear brand

w a s t i p p e d t o o p e n i n N e w Yo r k a s e a r l y

digital

u n d e r P a rk w o o d To p s h o p A t h l e t i c L t d a n d

a s 2 0 0 7. . To p s h o p a n n o u n c e d a f i v e - y e a r

its

her Ivy Park line of athleisure apparel.

international expansion plan in early 2011,

ready to

After weeks of promotions, the debut of

planning to open new shops across Asia,

retail

t h e l i n e b ro ke To p s h o p’ s w e b s i t e a n d s o l d

Australia and the US as well as seeking

t r i- w e e kl y,

o u t r a p i d l y. I n t h e t e a s e r v i d e o , o n e c a n

opportunities

emails,

c l e a rl y s e e t h a t To p s h o p g a v e f u l l c re a t i v e

Japanese flagship stores launched in 2006,

c le a r, b e a u t i f u l l y v i s u a l i n fo r m a t i o n a lo n g

freedom to Beyoncé and it has paid off.

all 5 stores in Japan shut in 2015. In 2013,

with the direction of the website via some

in

Europe.

Although

the

reach

their

marketing.

huge

It

customer pounce

and

clearly

was

upon

had

that’s

the

the

to

right

sign-posted

edge

Through

began

on

always

c u tt i n g

trends.

To p s h o p

through

dependent

base

beauty

which

customer

send

its out

amount

of

call-to-actions.

Going through the success of their

Customers just had to go through the

c o l l a b o r a t i o n c o l l e c t i o n s , To p s h o p

enormous collection of fashion items.

spreads

produce

To p s h o p e n a b l e d i t s u s e r s t o s a v e t h e i r

g a r m e n t s t r a i g h t o f f t h e r u n w a y.

selections on the wish list section of

They

the

their

wings

directly

sell

to

the

newest

website.

Those

were

products,

and

live experience of the physical store.

Not

fashion

also

only make

Making

the

success

in

up

girls’

apparels,

and

brand such

concept.

a

by

the

F u r t h e r m o re , To p s h o p’ s t e a m h a s b e e n

legitimate

short

up

but

accessories. a

backed

offerings

t re n d o f f t h e f a s h i o n s h o w, c u l t ‘it

efficiently

online

effective at turning their stores into

time.

more than just places to buy clothing

With their high quality products,

and accessories. Through tactics like

medium to high quality of finishing, and

parent group Arcadia began stepping up

in-store photo booths, DJs, and personal

w i d e r a n g e o f g a r m e n t s , To p s h o p c a t e r s a

its franchise deals, announcing a planned

shoppers,

To p s h o p

lot of people to dress them up or down,

150

properties

into

according to any style their customer like.

in

T h ro u g h t e c h n o l o g y d e v e l o p m e n t , To p s h o p

include

new

store

Canada,

openings

Australia

To p s h o p

and

and

with

partners

Vietnam,

To p m a n

world.

To p s h o p

began

planning

its

famous

in

a

to

socialize

their and

discover new things, making shopping at

stores.

To p s h o p t o s u c h a n ex p e r i e n c e t o t h e i r c u s t o m e r.

Being

places

turned

to

started to be on demand from all across the

has

millennium

era,

A tt r a c t i n g

overseas

customer

to be excited at just being in their store.

23

Challange Being stood out from their competitors,

As a big company with a lot of departments,

To p s h o p Au s t r a l i a k i c ke d o f f i n 2 0 1 1 w i t h

To p s h o p w e re n a m e d a s t h e p i o n e e r i n f a s t

To p s h o p

down

nine standalone stores and 17 concession

f a s h i o n re t a i l i n d u s t r y. To p s h o p h a s g o n e

with their team without control from their

o u t le t s i n Mye r, e m p loy i n g 7 6 0 p e o p le . I t

through some criticism from the society as well

initial mission which are to deliver cheap

was

as trademark problem towards their designs.

and

fast fashion retailer such as Zara, H&M,

high

can

grow

quality

success

fashion

or

from

go

the

UK.

a massive hit together with

several

a n d Un i q lo c o m i n g t o t h e l a n d d ow n u n d e r.

To p s h o p h a s b e e n c r i t i c i s e d fo r i t s o v e r s e a s

With

in

Customer claimed their stores (both online

sourcing policies and its tax arrangements

Au s t r a l i a , To p s h o p s t o r i e s t e l l b u s i n e s s e s

and offline) to be unpleasant to shop with.

In

December

branch

was

2 0 0 7,

the

targeted

recent failure

of their business

In

Edinburgh by

store

and

student

poor

store

stock

availabilities

appearance

making

a

campaigning network People & Planet

b i g n o t o t h e c u s t o m e r. S t o c k i s

fo r a l l e g e d l y u s i n g c o tt o n p i c ke d b y

not

“ s l a v e l a b o u r �. I n J u l y 2 0 1 3 , t h e s i n g e r

is poor and customer service can

and pop star Rihanna won a lawsuit

vary from patchy to non-existent,

a g a i n s t To p s h o p t o p re v e n t i t u s i n g h e r

although

i m a g e u n o f f i c i a l l y o n a T- s h i r t . T h e

a re m o s t l y a tt e n t i v e . O f f l i n e s t o re

lawsuit was launched on the premise

are even worst since the staff and

t h a t To p s h o p c u s t o m e r s w o u l d a s s u m e

the

R i h a n n a e n d o r s e d t h e c o m p a n y, t h a t

m a s s i ve o rd e r s f ro m t h e c u s t o m e r.

well

stock

merchandised,

the

f i tt i n g

aren’t

lighting

room

ready

yet

staff

for

a

would lead to a false representation of

24

her

celebrity

image

and

Being compared to similar brands,

increased

tensions with her then endorsement deal

not to be too big, too fast, and too expensive.

To p s h o p c e r t a i n l y s t i l l d e l i v e r i n g o n - t re n d

with River Island, a high-street rival. In

No m a tt e r h o w b i g a n d h o w f a m o u s t h e b r a n d

pieces

Ju l y 2 0 1 5 , To p s h o p h a s b e e n c r i t i c i s e d fo r

is. Making a retail business in Australia is not

Zara

has

its mannequins which some judged as too

t h a t e a s y. H i g h e r re n t s a n d s t a f f w a g e s , s h o p

both

quality

s k i n n y. A f t e r

on

expenses, additional local taxes, transport

lot of their designs are going off from the

Facebook, the fashion chain stopped using

and distribution costs are making the price

i n i t i a l t a r g e t c u s t o m e r, m a k i n g t h e b r a n d

its tall and skinny female store mannequins.

r a i s e d , w i t h o u t t h e i n c re a s e o f t h e q u a l i t y.

not trusted anymore by their former fans.

a

customer

complained

but,

from

a

superseded and

fashion them

appeal

of

perspective, in

terms

garments.

of A

CONCLUSION Having a massive business isn’t easy to manage.

It needs guidance according to the vision which hold all department to go in line and also to avoid problems with the society which will cause loss on the business.

A business needs to be ready for further expansion. Company abilities and stabilities needs to be calculated before investing big amount to a test period. Company can’t be in a hurry before making any big decision without knowing the analysis and risk beforehand.

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Background

Why Economies of Scale Happen

Economies of scale is an economic term describing a business model where a manufacturing company saves money as it produces higher quantities of its product, as in all business areas, ‘the more you buy, the more you save’.

Economies of scale is doing things more efficiently with increasing size or speed of operation. Economies of scale often rely on fixed cost which are constant and don’t vary with output, and variable costs which can be effected with the amount of output. In wholesale and retail distribution, increasing the speed of operations, such as order fulfillment, lowers the cost of both fixed and working capital.

Corporations incur fixed costs when buying heavy machinery, buildings, or other large purchases. A fixed cost is called ‘fixed’ because when production increases in the short run, new buildings and machines are not immediately needed.

Because fixed costs are not tied to production, company have an incentive to produce as much as possible (assuming they can sell their product). Intuitively, a large factory should produce a large number of units to minimize its fixed cost per unit.

This graph illustrates that increased production reduces fixed costs per unit. Target for example, each styles are made to 3000 units which distributed to all of their stores. This may lower the cost of production and make the sell price accessible for lower market.

Other common sources of economies of scale are purchasing (bulk buying of materials through long-term contracts), managerial ( increasing the specialization of managers), financial (obtaining lower-interest charges when borrowing from banks and having access to a greater range of financial instruments), marketing (spreading the cost of advertising over a greater range of output in media markets), and technological (taking advantage of returns to scale in the production function).

ECONOMIES OF SCALE

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Where Are Economies of Scale?

• Lower input costs: When a company buys inputs in bulk • Costly inputs: Some inputs, such as research and development, advertising, managerial expertise and skilled labor are expensive, but because of the possibility of increased efficiency with such inputs, they can lead to a decrease in the average cost of production and selling.

• Specialized inputs: As the scale of production of a company increases, a company can employ the use of specialized labor and machinery resulting in greater efficiency. This is because workers would be better qualified for a specific job.

Conclusion With fewer fixed costs per unit, a company can afford to lower per unit prices. If fixed costs are very significant to a particular company’s industry, who mass produce efficiently can cut costs, extract revenues, lower prices, and therefore capture market share. Higher market shares and higher revenues mean more money to spend on machinery, and expand the company. This in turn allows further cost cutting, higher production, and the development of better products. In the long run, company which effectively mass produce take over industries dominated by high fixed costs.

• Techniques and Organizational inputs: With a larger scale of production, a company may also apply better organizational skills to its resources, such as a clear-cut chain of command, while improving its techniques for production and distribution.

• Learning inputs: Similar to improved organization and technique, with time, the learning processes related to production, selling and distribution can result in improved efficiency.

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Design Development and Costing subject teach me the business side of a design industry. Adjusting technique in design and pattern to fit price point for target customer without losing its unique selling point according to customer’s demand.

Firstly, we’re taught on how to analyze a brand that are successful factors are important to stabilize the business and make them different Finding out what’s the key factors that customer seek in a brand order to create a business that fulfill customer needs, making the

in the market. What to other competitors. is also important in business on demand.

Creating a product is always in line with the costing sheet. This subject teach me different knowledge of materials and variations as an options to a product. Few different techniques were also taught. This knowledge is very important to adjust costing to be less expensive in order to cater a business’ target market.

Costing sheet, as a part of a business, is a very important and can be personalized according to a nature of the business. We’re taught on how to personalized our own costing sheet, completed with important information and how to fill them up.

As a part of the design development, this subject teach us a glimpse of the real clothing industry which modifying designs from the runway to fit different target market. Adjustment includes adjusting length, adding sleeves, lowering necklines, also simplifying cutting, trims, and materials to fit the price point. Through exercises for different brands, we’ll be able to find designs from the runway that can be modified to certain high street brand aesthetic.

In the end, a business always have a problem. Through analyzing their problem and finding ways to solve the problem, we’re trained to think out of the box and aware of common problems that might be happened so we could avoid having those problems in our business in the future.

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reflection

reference http://www.annexcloud.com/blog/2016/11/07/topshops-success-a-collaborative-journey/ http://www.smh.com.au/business/retail/too-big-too-fast-too-expensive-six-reasons-why-topshopfailed-in-australia-20170525-gwcsym.html http://www.investopedia.com/terms/e/economiesofscale.asp https://en.wikipedia.org/wiki/Economies_of_scale http://www.businessdictionary.com/definition/economies-of-scale.html https://shonajoy.com.au/ http://www.scmp.com/magazines/post-magazine/article/1062386/behind-label-shona-joy http://whatsnewbondi.com/2015/02/interview-fashion-designer-shona-joy/ http://www.businessinsider.com/19-things-you-never-knew-about-zara-2015-3?IR=T

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