Logistique de Kenzo

Logistics system of a fashion Brand

Kenzo

Sources:

· Directeur logistics http://www.viadeo.com/p/002t9axg7evm9c3?consultationType=29

· Supply chain and production https://www.lvmh.fr/talents/nos-metiers/production-supply-chain/

https://issuu.com/charlenel/docs/rapport_de_stage_kenzo_kids

Interview with Allain Doudard about the supply chain https://www.lvmh.fr/actualites-documents/actualites/supply-chain-chez-lvmh-3-questions-alain-doudard/

· About LVMH group https://www.lvmh.fr/groupe/

· About the brand https://www.lvmh.fr/les-maisons/mode-maroquinerie/kenzo/

· Marketing strategies http://www.marketing-etudiant.fr/marques/kenzo-marketing.html

· Customer and benchmarking https://issuu.com/charlottecuff/docs/kenzo_report1

· Collections http://www.vogue.com.au/fashion/news/what+is+resort+and+why+is+it+important+pre+collections+explained,26070

THE BRAND :

Kenzo is a french brand created in 1970 by the Japanese designer Kenzo Takada in Paris. The brand gain attention in the 70’s for the colorful patterns and the different code of « couture » of the time. For the two actuals designers of the brand, Humberto Leon and Carol Lim, luxury is the perfect quality for sale for an affordable price. They want their clothes to be worn in the streets and not only on the catwalk.

The brand is, now-a-day, known for the colorful, the texture, the patterns and the artistic collections.

Products :

· Clothes ( for women, men, and kids)

· Parfums

· Cosmetics

· Household linen

Kenzo is part of the LVMH group which reunited 70 brands of high quality from 6 differents sectors. It has as the main goal to ensure the long-term development of the fashion brand and to maintain the value of the legacy. It is the perfect control of the distribution that allows them the best customers services.

e.g Fendi, Louis Vuitton, Céline, Christian Dior, …

The supply chain :

The concept : The customer is the most important element, every step of the supply chain is made depending on the customer demand, so the best disponibility and quality of the products are provided to the Kenzo’s customers.

To be as much profitable as possible the brand focus on controlling the production costs and raw material cost. The brand doesn't give importance to the just in time logistics.

Production :

Until 2007, the brand was producing in France which means their production were made in France, but with the increase of the labor, the brand decides to relocate their production and out-souced 17 different countries (40 % in Europe and 60% outside of Europe like Asia) . For example, the men suits are now produced in Poland.

Transportation:

The transport of the products to the retailers are made mainly by plane because of the globalization and the effect of « Fast-Fashion ». By the raw materials are usually transported by train.

Distribution:

The products are distributed in famous multistore like Galery Lafayette or Printemps for example but also in the Kenzo stores around the world. Borderlinx company handles KENZO’s international shipping.

Main goals :

The supply chain of Kenzo tries to be as much flexible as possible to provide the best products

and a really high customer service but also to control the cost and the risks. To optimize those aspects, the brand uses (a vertical organization/matrix organization structure

...