The mixed supply base
The actual application of a mixed supply base approach
has been established in the fashion industry (Bruce et al.,
2004). Thus, rather than contracting either cost effective
overseas manufacturers or responsive domestic suppliers,
themixed supply base approach can be applied to optimise
the supply requirements. As seasonal products have a shelf
life of 12–15 weeks, they are most likely to encounter all
four stages of the generic life cycle previously discussed if
proven successful in the introduction stage. Jeans have a
relatively stable demand despite recurring updates of styles
and colours. Prior to the introduction of a new design, the
actual response from the extensive clientele can be hard
to predict. To distinguish the market response before the
final production decision is taken, responsive manufacturers
that can provide small batches quickly are favourable.
If the design is proven successful, the product will move
into the growth stage followed by the maturity stage before
moving into the final decline phase. Consequently,
the introduction and decline phases of the seasonal product’s
life cycle correspond with the demand for higher
value manufacturers providing quick responses, flexibility
and reliability required for design, sample, preproduction
and top-up volumes. Overseas suppliers are not be able
to respond within the time frame necessary to exploit the
excellent service delivery required for servicing volatile
markets. When applied to the fashion merchandise range,
as suggested by Lawson (2003), the mixed supply base approach
appropriate for the textile and clothing industry
was determined.