Jitex: a case study of apparel marketing in the Czech Republic
Tóm tắt
As Czech apparel and textile firms have moved towards privatization following the 1989 revolution, they have reduced their dependence on the state‐owned export organization, Centrotex, and they have introduced in‐house marketing activities, departments and strategies. Discusses the evolving marketing strategies at Jitex, a major formerly state‐owned vertical knitting firm. Jitex employs 3,000 people and produces knitted underwear, T‐shirts, jogging suits, and bathrobes. To strengthen their export and domestic market position, Jitex responded with product development, pricing, distribution and promotional strategies in the transforming economy. These included the introduction of computer‐assisted design, fashionable screen printing and appliqued knits, cotton/lycra knits and a new shrinkage finishing process. Jitex also consolidated domestic retail channels and established Western export markets. Concludes that Jitex′s size and lack of marketing structure and experience appears to be a disadvantage. However, apparel marketing strategies adopted by Jitex, such as capital investment for product development, fewer CMT (Cut, Make, Sew) orders, and identification of volume and Western customers, position Jitex for a successful future.
Từ khóa
Tài liệu tham khảo
ATOK (Association of Textile, Clothing, and Leather Processing Industries), (1992), brochure, Prague.
Bezecny, M. (1993), General Director, Jitex, personal interview.
Bulir, A. (1992), “Regional aspects of small scale privatization”, Privatization Newsletter of Czechoslovakia, No. 9, October, pp. 4‐8.
Centrotex (1993), Centrotex Trading Guide, Prague.
Czech Statistical Office (1993a), Bulletin Statistique Trimestriel, Special Issue, April, Prague.
Czech Statistical Office (1993b), Bulletin Statistique Trimestriel, No. 4, Prague.
Czech Statistical Office (1994), Bulletin Statistique Trimestriel, No. 2, Prague.
Eastern Europe Business Bulletin (1993 ), “Czech and Slovak Republics enter new era”, January.
Eastern Europe Business Bulletin (1994 ), “Distribution evolving in the Czech Republic”, January/February, Department of Commerce, International Trade Administration, Washington, DC, US.
The Economist (1993), “Eastern Europe: the old world′s new world”, 13 March, pp. 3‐22.
Halik, J. (1992), “Privatization and market development in Czechoslovakia”,working paper , Nijenrode School of Business, The Netherlands.
Kohoutek, J. (1993), Secretary of the Association of Textiles, Clothing, and Leather Processing Industries, The Czech Republic, personal interview .
Kvasnicka, P., (1993), Associate, Centrotex, personal interview.
Loker, S., Good, L. and Huddleston, P. (1994), “Entering Eastern European markets: lessons from Kmart”, Journal of Retailing and Consumer Services, Vol. 1 No. 2, pp. 101‐06.
Matešová, J. (1993), “Veba Broumov – the king of a declining industry ”, Eastern European Economics, Vol. 31 No. 6, pp. 36‐51.
Savitt, R. (1992), Developing Marketing Structures in Economic Transformation: Some Insights from Central and Eastern Europe, Northeast Business and Economic Association, Burlington, VT, 23‐4 September .
Seitz, H. (1992), “Retailing in Eastern Europe: an overview”, International Journal of Retail & Distribution Management, Vol. 20 No. 6, pp. 4‐10.
Vlasaty, M. (1993), Export Department, Jitex, personal interviews.
Vlasaty, M. (1995), Export Department, personal interview.
Whitney, C.R. (1993), New York Times, 30 April, p. A7.
Women′s Wear Daily (1990), “ Cultivating the East Bloc”, 7 August, pp. 5‐6.