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competitioninthe textile- apparel- retail channel（competitioninthe纺织服装零售渠道）.doc

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E-Commerce in the Textile and Apparel Industries Jan Hammond and Kristin Kohler Harvard Business School Prepared for: Brookings Volume of BRIE Papers Revised December 19, 2000 Corresponding Author: Professor Jan Hammond Morgan T37, Harvard Business School Boston, MA 02163 617-495-6620 jhammond@ The authors acknowledge the generous support of the Alfred P. Sloan Foundation.Introduction This paper provides an overview of e-commerce activities in the textile and apparel industries. We begin with a brief look at the current competitive landscape in the “bricks and mortar” apparel industry, highlighting the changes that have occurred over the past decade as retailers have adopted “lean-retailing” business models in response to increased product proliferation and shorter product life cycles. With the advent of the internet, apparel sales have started to move on-line. To understand how the growth pattern of on-line apparel sales might differ from that of other products, we outline some of the critical ways in which the apparel purchase decision differs from purchase decisions for other consumer products, such as books and compact disks, which have experienced rapid growth in on-line sales. In view of these differences, we characterize some of the new technologies and business practices that are being developed to facilitate on-line apparel purchasing. The paper then focuses on business-to-consumer (B2C) business models that have emerged to sell apparel on-line. We explore a range of B2C business models, from the introduction of “pure-play” internet business models to the development of on-line strategies by incumbent bricks-and-mortar retailers, catalog companies, and apparel manufacturers, highlighting some of the challenges relating to channel conflict and supply chain management that incumbent firms face as they enter the world of apparel e-commerce. We then turn to an analysis of business-to-business (B2B) models that are beginning to surface, conce