The retailer is no longer the end of your value chain, where the product meets the consumer. Today, with omni-channel shopping, customers expect to shop, compare, purchase, and consume on their own terms, on their own schedule, through a variety of channels, and on a variety of devices.
For today’s fashion company, that means operating in a customer-driven economy. Not only should your marketing campaigns drive customers to the omni-channel outlets that you monitor, but your value chain should be ready to support these efforts, as well.
Think of it this way.
Your marketing department develops campaigns to drive consumers to one or many touch points to shop, compare, and purchase. To make sure their campaign efforts are rewarded supply chain and operations departments must be sure they have the right stock levels to meet the pull-through demands marketing have created.