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Case Study: Passion for Fashion
Jamie Blair, from Fife in Scotland, started his entrepreneurial career very early; as a teenager he was to be found selling his old toys and books outside his house to other children on his estate. When he left school, he couldn’t find work and started dreaming of running his own fashion business. With help and support from family, friends, and also The Prince’s Trust, he launched a business featuring his own designs, Passion for Fashion, with very distinctive styles of t-shirts and jewellery.
Jamie’s primary aim is to produce individual and stylish goods, which are differentiated from the products found in mass-market fashion stores. Quality is therefore important and a key business objective is to produce unique, high quality designs which distinguish the Passion for Fashion brand from the competition. Passion for Fashion products are made in Scotland, rather than in cheaper manufacturing facilities in Asia and the Far East and as such are aimed at the middle price range in this competitive market as currently. They sell online throughout the UK and Europe and one year ago, as the recognition of the brand grew, they also began to sell further afield in the US, Canada and Australia.
With such expansion, Jamie has had to expand his production facility, which has been expensive. To fund this, he has taken out a large bank loan. He also recognises that the business is now too big for him to manage alone, and he has recruited a production manager which will enable him to focus on the unique designs of the products. The new Production Manager, Sarah Gordon, has experience of running textiles manufacturing operations in the UK and also in Hong Kong, where she worked for five years. Sarah’s first move has been to introduce a system of quality assurance in the factory; however she and Jamie have been rather surprised by the resistance that the staff have shown to this change.
2. To what extent do you agree with Jamie’s view that Passion for Fashion’s competitiveness depends on the quality of the design of its clothes? (16 marks)
I completely agree with his view. Competitiveness in the company will increase it's reputation on a global scale. With quality assurance, customers will have confidence in the products (clothes) hence better reputation. Passion will also make significant spontaneous improvement . It is after considering a huge preference of it's clothes by customers due to high quality.