MAnagement Summary
The goal of this report is to provide an in depth analysis of the brands supply chain with a focus on lead times, production methods and costs. In this research, the aim is to analyse if the current sourcing plan of America Today translates the company's vision, mission and core values. Additionally, the theme of purpose economy is going to be investigated in terms of how it is relevant to the brand. The brands collection and sourcing strategy is very influenced by American college lifestyle. In fact brand’s representatives frequently visit American college campuses in order to gain insights and find inspiration from local trends in order to reflect them in their collection.
NEEDS TO B
America Today doesn't have a life cycle plan for its garments. The remaining possibility to customers in case they decide to stop wearing a garment are limited: gift it, donate it to a charity, or throw it away. There's a lot of examples in the industry such as Patagonia, that offer more possibilities for life cycles of garments (Worn Wear - Better Than New, 2020). Garments could be refurbished through a repair shop in store through simple adjustments to the piece such as patches. That would both repair holes in a garment but as well make it more personal and give it more of the American lifestyle vibe.
The collection is composed of a wide variety of materials. Due to their American heritage there is a focus on denims, sweathershirt materials and flannels. Even considering the darker nature of the season, the brand still decided to keep a very colour diverse collection, with the addition of bright colors as well. Additionally, they opted for very clean design with little use of their logo and just some prints.
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