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1. Industry overview, based on library research (include sources):

INSC 20263

Information Systems in eEnterprise

Apex ApparelProject Proposal

submitted to

Dr. Beata Jones

By

Brittany BenditzCourtney Dunn

Alex MeinertBennett Dunn

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The U.S. apparel manufacturing industry is tremendously large, with the number ofcompanies ranging over the 10,000 mark. However, First Research suggests that the 50largest companies generate less than 40 percent of revenue, which explains howcompetitive the overall industry is. The industry is driven mostly by consumer tastes along

with decisions of whether to manufacture in the U.S. or overseas. Outsourcing labor is acommon strategy for many top manufacturers, due to the lower costs of wages and startupfees in many underdeveloped countries. For the most part, companies choose to specialize inone type or design due to unique specialization processes required in constructing a specifictype of clothing. The U.S. Ski apparel manufacturing companies like L.L. Bean, Burton, andNorthface, specialize in producing high-grade outdoor apparel and gear. There brand namesare known worldwide and have been familiarized because of their uniquely comfortable anddurable design. Many of these manufacturers sell specially through large American sportinggoods retailers across the country as well as their website catalog. This tends to be the mostpopular trend, as these companies can effectively limit their direct consumer marketing andfocus on marketing to their suppliers (Trends).

Apparel producers are classified based on three things: type of merchandise produced,product prices, and governmental tracking and industry classification system. Bymanufacturing ski and winter wear, we are considered an outwear manufacturer. Price wise,we are in the bridge price zone which falls in between the designer, the most expensive line,and better zone prices. This means that we sell high end products that are priced on themiddle-upper end of the spectrum. Based on the North American Industry ClassificationSystem we are classified as apparel manufacturing. This indicates that we take part in theproduction of complete garments but do not necessarily create their own fabrics. We thenuse these materials to make our ready to wear products (Bryant and Burns).

In this industry, many different types of materials are used to build the best outerwear.

Depending on the design of a certain product, there may be a variety of different ways toacquire the necessary materials. The most common way to do this is to purchase materialsdirectly from a textile manufacturer. They produce many different types of materials in avariety of colors. Several representatives could be sent to a textile trade show, which usuallyoccur twice a year, to choose the newest fabrics for the upcoming season. Another way wefind materials is by creating them ourselves in the product development department or byworking through a textile manufacturer. This method is useful when we want certainpatterns or needs. By inventing our own fabrics, we have the proprietary rights and canprevent other companies from using that fabric as well (Bryant and Burns).

With the increase in popularity of cold winter sports in the recent decades, the demand forfabrics and technologies that keep the outdoor enthusiast dry, warm, and comfortable has

risen exponentially. Cold temperatures have become a thing of the past with the steadyadvances in insulating technologies. These innovations have lead to providing warmth andcomfort ability without all the bulk. Textiles Intelligence stated in their 2007 edition ofTemperature Control Fabrics that:

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A key trend in this performance wear category is the use of lighter-weight insulationwhich offers greater comfort without sacrificing warmth. Duvet-like ski jackets arebecoming a thing of the past with the growing popularity of lightweight soft shells

which combine insulation with the durability and weather resistance of a hard shell.

(Temperature, par. 2)

One of the newest developments in the temperature control technology fields is Phasechange Materials. These PCM fabrics work with the body to prevent overheating and keepbody temperature at an ambient level. Textiles Intelligence also mentioned that

Other temperature control technologies are also attracting the attention of outdoorenthusiasts and include silver-based fabrics, adjustable insulation systems and bionicclimate membranes. For the future, research into temperature control systems for theperformance apparel industry is set to grow in importance as efforts are stepped up todevelop all-weather clothing systems which provide optimum comfort.

(Temperature, par. 3)

In order to be successful in the manufacturing business, item tracking is of the uttermostimportance. UPC barcodes are used so that retailers know what many items have beenpurchased off of their shelves and when a new replenishment order needs to be placed to us.We must be able to provide a rapid-replenishment of apparel to all of our customers becausethe demand differs from week to week. We must keep a short production cycle in order to besuccessful and get customers their products on time. The other way to satisfy rapid-replenishment is to have a larger finished goods inventory and more warehouse space whichis more costly in the long run (Abernathy, Dunlop, Hammond, and Weil).

2. Perform a detailed Porter's Five Forces analysis for your industry. Be sure to discuss entrybarriers and switching costs.

Power HIGH LOW Justify

Buyer PowerSince the retailers in this industry have many manufacturers andstyles to choose from, the buyer power tends to be on the higher


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Company Name Marmont Bogner

Web Sites URL http://marmot.com/ http://www.bogner.com/#/en/Hom

e

Sites

Target

Audience

The young, experienced,skier and outdoorsman.

High fashion ski apparel for adults.

Sites Purpose

Inform the retailer of thenew products that areavailable along with

providing information onexpeditions and pro

athletes that Marmontsponsors.

Inform the retailer or customer ofthe new clothing merchandise

products.

Good? (Yes/No) Yes No

Design elements fromthe lecture notes/lecturethat contributed to aPositive/Negativeimpression

- provide at least 3 foreach site & explain;

Attach websitescreenshots withdiscussed featureshighlighted withdiigo.com orawesomehighlighter.com

Positives

1. The flash video is agood first impression.It is the 1st area that theeye is drawn to and themusic is soothing. Theflash video also isaimed toward theiryounger customers that

have broadbandinternet and flashplayers installed ontheir computer.

2. The color schemeworks well together.The color scheme isone of energy thatcombines differentshades of red andbrowns. The blue skyadds a nice distinct

contrast.

3. The top of the page hadeasy to navigate toolbar so the viewer canimmediately find what

Negatives

1. The lengthy in timeintroduction page is too big tofit on one screen shot.

2. On the home page, the collageof pictures is not an accuraterepresentation of the productsthat Bogner manufactures. The

Hollywood sign does notlead me to believe they are aSki apparel manufacturingcompany.

3. The back ground of a mountainis fuzzy and unclear.


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they are looking for.The search box is alsoa good feature forquickly finding a

certain product or stylenumber.


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Good: Marmonthttp://marmot.com/

The large search bar

at the top allows foreasy navigation of thehome page.The Flash Videocauses websiteviewers to becomemore interested withthe web site.The color scheme isone of energy withthe mixture of redsand browns. The

contrast between theblue sky and brownrock is appealing to

Bad: Bognerhttp://www.bogner.com/#/en/Home

The graphics are

inappropriate for theclothingmanufacturingindustry.The mountain background is fuzzy andout of focus.The openingintroduction video islong and does not fiton one screen.

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Company Name North Face Helly Hansen

Web Sites URL http://www.thenorthface.com/catalog/index.html

http://hellyhansen.com/

Sites

Target

Audience

Outdoorsy people who are looking fordurable and high quality apparel.

Caters to the entire family

High fashion ski apparelfor adults.

Sites PurposeTo provide information about what the

latest products and styles are, whilealso promoting environmental

awareness.

To inform the retailers ofthe prospective designsand allow customers tofind a store near them.

Good? (Yes/No)Yes No

Design elements fromthe lecture notes/lecture

that contributed to aPositive/Negative

impression- provide at least 3 foreach site & explain;

Attach websitescreenshots with

discussed featureshighlighted with

diigo.com orawesomehighlighter.com

Positives

1. The animation on the homepage creates a high tech feeland also makes the viewerwant to dive deeper into thewebsite

2. The layout is easy to navigate.Across the top you have all thedifferent categories as well asa search box. This can play animportant role in helping youfind a certain product or style.

3. You can create a username andpassword as well as a wish list,so that the website canremember your personalpreferences and make yourpurchase decision easier.

4. The three sections at thebottom link you to differentweb pages so that you can

learn more aboutenvironmental issues, see thenewest products, or even finda store near you.

Negatives

1. The home page didnt doa good job of advertisingtheir products wellbecause it only mentionedthe current events thatwear going on in the Skinews. Nothing was veryspecific to their company.

2. Their logo was one of theonly things on the mainpage that distinguishedtheir company from anyother. I was surprised thatthe name of the brand wasnowhere to be found.

3. There was an identicaltool bar at the bottom ofthe screen as there was atthe top, which madenavigation kind of

difficult.4. They also mentioned

environmental awareness,however there approachwas not as effective.


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Company Name Burton Obermeyer

Web Sites URL www.burton.com http://www.obermeyer.com/

SitesTarget

Audience

Burton targets the younger generation (teensto mid 30s), men and women, active people,

outdoorsy type, adventurous people, andindividuals who are up to date with

technology.

The site is geared towardsactive and outdoorsy

people, as well as familiesand vacationers (not asserious/radical skiers).

Sites Purpose

The websites purpose it to sell gear and

equipment to skiers, provide informationabout dealers, services, tracking orders, andprovides information about the Burton ski

team.

Obermeyers main purpose

is to sell gear andequipment and states where

to find retail stores thatcarry their products.


Design elements from thelecture notes/lecture that

contributed to aPositive/Negative

impression

Positives1. The site attracts the target audience

well because it contains pictures ofactive people wearing Burton gear

which allows audience to identifywith the brand.2. Animation is used to entertain

users.3. The site has an informative nature

because it helps users to find

Negatives1. There is an

overwhelming amountof white space.

2. The website is not asentertaining, but thiscould have to do withthe target audience.

3. It is difficult to navigateand the customer has to


Good: The North Facewww.northface.com

This website was a good examplebecause the interactivity providesviewers with a great connectionto NorthFace. The layout isextremely easy to navigate andsuitable for all ages and genders.

Bad: Helly Hanson

http://www.hellyhansen.com/

It was difficult to identify whatthe company was actually sellingand I do not feel a strongconnection with the website.There were no pictures thatpopped up when I tried to take apicture of the website.
http://www.northface.com/http://www.northface.com/

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- provide at least 3 for eachsite & explain;

Attach website screenshotswith discussed features

highlighted with diigo.comorawesomehighlighter.com

products, research upcoming/recentski events, keep up with Burton skiteam, and provide information aboutthe company.

4. The website is linked to twitter &

Facebook to create a communityaspect.

5. Burton TV is a collection of videosfor those interested in following theski team and events.

6. The visible search bar and categorylinks make it easy to locate apparel.

Negatives1. The logo/brand name is not as big or

publicized much as it should.

look a little bit to findthe apparel. This maybe a shortcoming,especially with a lesstechnical audience.

4. Pictures are not excitingor intriguing.

5. Brand name is listedonly on the main screenonce.


Good: Burtonwww.burton.com

This is a goodwebsite because itattracts the targetaudience well. It is

very entertaining andcatches the eye ofthe browser. Thereare easy searchoptions and a goodcommunity aspect.

Bad: Obermeyer,www.obermeyer.com

This website hassome negativeaspects. The mainsearch bar is locatedat the bottom of thepage which is a baddesign because manypeople will not see itinitially. The pictureis also very static andnot as entertaining asmost ski apparel

sites.
http://www.burton.com/http://www.obermeyer.com/http://www.burton.com/http://www.obermeyer.com/

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Company Name Spyder Nordica

Web Sites URL http://spyder.com http://www.nordicaapparel.com/

SitesTarget

Audience

The audience is young to mid-agedexperienced, and/or high end

shoppers.Their audience is passionate,

experienced skiers.

Sites Purpose

Spyder informs the retailer of new

and existing product lines, as wellas categorized product selectionbased on specific customer needs.

The Site displays information and

pictures of the companys'products and offers the best intest category for the qualityassured customer.


Design elements fromthe lecture notes/lecture

that contributed to aPositive/Negative

impression- provide at least 3 foreach site & explain;

Attach websitescreenshots with

discussed features

highlighted withdiigo.com or

awesomehighlighter.com

1. The introduction flashanimation is very clear andvibrant, displaying differenttypes of skiers and customers

by their age, gender,professionalism, and tastes.This personalized approachtunes in to each specificcustomer and leaves a positivefirst impression of thecompany right off the bat.

2. The website offers a consistentlayout, with a simple drop-down menu and smoothtransitional animations. Thisallows for easy navigation andserves as a key building phase

for overall customersatisfaction.

3. The color scheme is acombination of red, white, andgrey which are catchy, yeteasy on the eyes. The red and

1. The initial homepage displaysa pop-up ad that flashesunpleasantly bright colors.This is a huge turn-off for any

customer who wants topurchase a product or getinformation in a timely, nondistracting fashion.

2. The dropdown menu is veryinconsistent with the initialhomepage. It displays toomany categories at once,which could easily confusethe shopper, or increase theneeded time spent on locatinga product.

3. There is little to no

whitespace available on thehome screen. Instead, it is alow-quality picture of a skieron a mountain. This hindersthe shoppers ability todistinguish sections and is not


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white are associated toward abold, powerful product whilethe grey evens the contrast ofred and white and promotessimplicity.

very pleasant on the eye.


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1. Industry key competitors (Select four of the well designed websites from the previous section andhave each individual research their company in more depth. Include your perceptions/opinions inthis section.)

Competitorsname and

URL of theweb site

How (what features?) arethey using on the web?

What are their mosteffective or unique ways

of using the web?

What are their mostineffective ways of

using the web?

Marmot

The home page contains aflash video of the merchandisebeing used. The home pagealso has direct connections toFacebook, Twitter, Flicker,and Youtube. Marmot has ashopping cart function where

customers can buymerchandise online. Theyoffer blogs, stories and a photogallery that are updated byMarmot users. Burton has ahidden search bar that must beclicked in order to use whenoff of the home page. Themission statement is clearlystated and easy to find.

Marmot keeps anextensive log of theathletes that wear theirclothes and theexpeditions that theysponsor. This shows the

customer that theproducts are reliable andhave practical use.Marmontsupportscertain mountain resortsthat are listed on thewebsite.

The home page has apicture of a dog whichdoesnt immediatelyget the product lineacross to the viewer.The design and set up

are not visuallyexciting.

Burton

Video clips calledBurton TVcan be viewed through their

website. The home pageconsists of a photo collage. Anews update bar isconveniently located on theleft hand side. Users of theBurton Community, which isa web mash up, stay connectedwith updates from Twitter,Facebook, and You Tube thatare fed into the web site. Usersare able to contribute to theBurton blog and the picture

posting section. Customers canshop for merchandise directlyfrom Burton. There is theoption to shop at Burtonswebsite along with creating awish list. The web site will

The web site offers aSkiing Tutorial withvideo and graphics alongwith locations to getpersonalized trainingusing Burton equipmentand clothing. Burtonutilizes the web 2.0 and isable to connect with ayoung audience throughthe Burton Community.This community makesusers feel connected and

creates a brand loyalty.

The website design isspecifically set up foruse by individuals inthe BurtonCommunity. The largeamount of graphicscould be overwhelmingfor a customer whosimply wants to buy aproduct online. Thismay also cause lesstech savvy users to shyaway from this site.


Good: Spyderhttp://www.spyder.com/

The toolbar and searchbox is simple andconstructive.Product navigation isuser friendly because it

is based off age andgender. Then thenavigation gets moredetailed by offeringcategories based oncustomer needs/wants.

Bad: Nordicahttp://www.nordica.com/site/home.php?site=5&lang=4

Annoying pop-up adflashes bright colorsand is distracting tothe observer.

Background image isof low-quality andcan interfere with thewebsites overallinterface.

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makesuggestions aboutsimilar products when viewingan item.

NorthFace

The home page has a flashslide show with images thathighlight the newest gear aswell as a link to a video thattalks about the most currentdesigns. They have aFacebook link as well as waysto view events and news. Youcan also access YouTube andtwitter directly through theirwebsite. The link to Googlemaps is a great way to helpyou locate their stores. Theyalso you to register as amember, where you can createyour own wish list, receiveemail, and view various eventsand blogs posted by otherusers.

NorthFace creates a bondwith the customer bycreating easily accessiblelinks as well as a layoutthat is pleasing to the eye.All the different optionsin technology that theyoffer, allow them toappeal to a wide varietyof people and also

advertise their namemore.

The background imageson each link from thehomepage are notuniform, so it does notcreate a strong feelingof consistency. Youalso have to scrolldown on the homepageto see all theinformation, so this

may make it moredifficult for users toeffectively receive alsothe information, if theya just browsing.

Spyder

Spyder uses interactivepictures that move when themouse is rolled over them. Thehome page is for

technologically advanced userswho know how to use a rollover tool bar. The tool barappears on the left hand sideonly when the mouse is placedover the product collagepicture. The social communitylinks are small and hard to findat the bottom of the page.They have a link to a 3Dversion of the Olympic gamesin Canada. There is extensiveinformation on the countries

and athletes that they sponsor.There is not a link to acommunity page or anypictures or blogs.

Spyder has very userfriendly search andnavigational tools. Theyhave given the browser

the option search in avariety of different waysunder a variety ofdifferent categories. Thisgives users a chance tosearch more directly forspecific things they arelooking for. They alsohave used a photo collagevery creatively. A link totheir online magazine isalso placed strategicallyin their collage. This is a

very unique tactic.

Although the collage isa very intriguing part ofthe site, it may notalways be obvious that

it contains other linksand information. Thiswould be obvious fortech savvy youngpeople, but many of theolder generations maymiss out on thisinteresting aspect. Thesite also offers for youto login, howeverthere is no detailedinformation on thecommunity the site

offers or the perks ofbeing a member.


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2. Industry Key Competitors - Web Site Ratings(Be sure to come up with three more criteria on your own.)

CompanyName

WebsiteContent

Ease ofNavigatio

n

SiteAppearanc

e

OnlineCommunit

y

Information aboutClothing

SearchAbility

Overall(out of

60)

Marmont 7 9 6 6 10 8 46

Burton 10 7 9 10 8 7 51

NorthFace 10 8 9 8 10 9 54

Spyder 9 8 8 5 9 7 46

Legend: 1 is the lowest, 10 is the highest

Company#1 Marmont

Rating Explanation of Rating


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Website Content 7-The website contains a plethora of information on their apparelproducts, that includes what the closest retailers who that carry Marmontclothing. The clothing section is informative and easy to make purchaseson. They also recommend certain guide services and mountain resorts

where the customer can then put their new winter clothing to use. WhileMarmont does offer social media, it is not a full social community whereeveryone can share their experiences.

Ease of Navigation 9-There is a menu and the top and the bottom of the page for ease ofnavigation. It is very easy to navigate the clothing section because anadditional side navigational panel appears. The navigation is simplistic,easy to use, and items on the website have been organized in a userfriendly matter.

Site Appearance 6-The home page is eye catching with the large contrast between blue skyand the video and text, but the main picture of a dog does not portray their

purpose to see ski apparel. It is professional looking with added videos butit may not attract visitors to explore the site much further.

Online Community 6-The online community is not the easiest to find of the website because itis under the Marmont Pro heading. There is space where individuals canpost personal pictures and where adventure blogs can be read. Noteveryone is allowed to post their experiences, so it is limited because ofMarmonts control.


10-There is extensive information on the clothing that includes a list offeatures, sizing chart and even video on how to care for special fabrics.There is a picture of each product in every color and the price is clearly

stated and customers can leave comments about individual items. Theweight of the product and the construction material is listed. There is awhole section dedicated to warranty and repair which emphasizesMarmonts commitment to customer service.

Search ability 8-The search bar is on every page in the upper right hand corner forconvenient and easy search ability. There is also an advanced searchoption to quickly narrow down the item that is being searched for. Thereare also sort options when looking at apparel to narrow down the search.Clothing can be viewed by sport, season, price, and popularity.


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Company #2 Burton


Website Content 10-The Burton website has great content. The site provides extensive

information on everything from their clothing to their ski team. They alsooffer many ways to find other people with similar interests and learn aboutskiing locations. Burton has made a site that appeals to all winter sportslovers. They even provide a skiing tutorial for those who want to learn toski!

Ease of Navigation 7-This site is easy to navigate and has a lot of information to offer.However, the search bar is a little small. This site would be much easierfor younger, more technologically advanced users but could cause a littleconfusion for the less tech savvy people. The site also has a lot of content;this could overwhelm some individuals who were just searching forclothing items. Overall, the web site is set up well and allows for smoothnavigating.

Site Appearance 9-This home page of the Burton website is very exciting and entertaining.It has the ability to attract active skiers with the photo collage. They use aunified color scheme of red, white, some blue, and black. The site is veryaesthetically pleasing and provides a sense of activism.

Online Community 10-This site has many outlets for social media. The Burton Communityconnects Burton fans from all ages. They are linked to Facebook, Flickr,twitter, and have their own Youtube channel. This allows avid skiers toconnect over their similar passions and interests. The site also has a blogthat reflects information about their ski team.


8-Burton has good information about their clothing. There is a detailedexplanation about each product and the materials and technology used tocreate it. The customer is also able to search based on features, colors, orstyles. Each individual product has reviews, tips for sizing, a list ofrelated products, and an informative write up.

Search ability 7-The search abilities on the Burton site almost endless. They offer theopportunity of searching by gender, type of products, colors, styles,materials, and collections. The potential customer is also given a searchbar to use. The only drawback is that the search bar and icons are small,making them a little challenging to find. However, overall the searchcapabilities are very intuitive and easy to navigate.


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Company #3 NorthFace


Website Content 10- The website has everything necessary and appropriate to advertisetheir apparel and promote the brand. From the homepage it is easy to tellthat NorthFace is an apparel manufacturing company, and the flash slideshow and video provided are a great source of entertainment.

Ease of Navigation 8- The ribbon toolbar at the top of the page allows you to easily navigatefrom page to page because it is easy to locate and remains uniform. Asyour mouse rolls over each section, dropdown boxes appear that give youmore selective categories to choose from. The search bar is anotherexcellent resource that helps you find things in a more efficient way.

Site Appearance 9-When you first arrive on the webpage; there is not a long introduction todistract you from its content. The colors are darker in the background ofthe homepage, which really allows the pictures to stand out. The toolbar atthe top not only looks nice, but also gives users more confidence as theynavigate the site.

Online Community 8- The website does a great job in creating a direct link to facebook,YouTube, and twitter; however it could probably add other links such asLinked In to grab attention for users in different age groups.

Information about

Clothing

10- The information about each article of clothing that the NorthFace has

for sale is extremely in depth. Once you choose apiece that you areinterested in, you can then view the details from the manufacturer,specifications, as well as reviews for current users. The site also allowsyou the view the product in other colors and angles, while also makingother suggestion of products that you might be interested in.

Search ability 9- With the depleting amount of natural resources and lack ofenvironmental awareness, the NorthFace website does an excellent job ofrecognizing these issues and promoting ways that we can get involved andhelp. They also do an excellent job of recognizing athletes and teamsacross the world that participate in outdoor sports, such as skiing and rockclimbing.


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Company #4 Spyder


Website Content 9- Mostly expected, although did allow for a customer to locate a retailer.Overall, the site provides constructive customer availability without anydistractions or unnecessary information.

Ease of Navigation 8- Most powerful attribute of website. The navigation is simple, yet verydetailed. Begins with the basic product type (i.e. pants, jackets) and thennavigates further into customer wants and needs (i.e. insulated, fleece,shell, etc). This is a powerful combination and allows the customer to seeall products in their desired range, instead of having to hunt them down.

Site Appearance 8- Nifty intro and elegant design. The high-quality and personalizedimages allow the customer to establish a base within the company. Perfectamount of white space left available and colors are bold, yet simple.

Online Community 5- Although lacking in the forum and blog department, the site doesdeliver informative information about customer service and many FAQs toassist the online shopper.


9- The product information is very clear-cut and even describes whatconditions that type of apparel applies to. This makes the ultimate buyingdecision much easier for the shopper.

Search ability 7- The search function works properly, but doesnt have any advancedfeatures that would allow the user to customize their searches any further.For instance finding a sleeveless jacket among all other options seemed tobe impossible using the search method, however sleeveless jackets areoffered.


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3. The industrys strengths and weaknesses in regard to the effective use of the web?(at least 3 each)

Strengths Weaknesses

1. Community and social media aspectsincluded on the sites.

2. Detailed clothing description andexplanation

3. Easy search navigation

1. Harder for people who are less familiarwith technological advancements.

2. Home pages cannot be viewed in onescreen length.

3. Some of the flash videos and photocollages could be distracting from theactual information.

1. Proposed website enhancements for the industry(at least 3 each):

i. What type of information would you recommend they add to their websites?In order to persuade consumers to purchase products from them instead of competitors, wesuggest that the company include information on how they compare to their competitors.They could do this by comparing products or by comparing sales and revenues. We alsothink it would be good for them to include information on places to ski. They could set upan associate program with a ski resort or hotel. This could encourage the resort to also selltheir products and refer customers to their products. We also recommend that the industrycompetitors add links to their fabric suppliers and wholesalers. This would provideconsumers with detailed information about the materials used and the places they weremade. This could improve the ethical standpoint by demonstrating the safety and workingconditions in the factories.

ii. What modifications would you recommend to their web design?

We recommend that the industry consolidates their images and videos some so that they canappeal more to less technologically advanced individuals. We also suggest that eachcompany in this industry make sure that their home screen can fit in one window. Thiswould help improve business because browsers will see all of the important information inone quick look. Many people browse the internet quickly and do not bother to scroll orcheck for details. By making sure everything fits in to one screen, companies can ensurethat consumers see everything they want them to in one glance. A third modification that wesuggest is to make these websites as user friendly and intuitive as possible. This will makethe site even more accessible to those who are not as tech savvy.

1. Name of the company that you propose to create and its geographic location:

Apex Apparel will be serving North America with the head quarters in Minneapolis,Minnesota.


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Our team would like to create ski merchandise, located in North America, which is in theclothing manufacturing segment of the ski industry.

2. Detailed description of the proposed new business, including mission/goals, services and productsit will offer, size, etc.

Mission: We are a motivated North American clothing manufacturing company that workswithout compromise to provide the very best to our customers. We value moral and ethicalbusiness practices over anything else and promise our customers to provide reliable, welldesigned apparel that will fulfill all of their outdoor skiing apparel needs.Goals:

Become a leader in the ski apparel manufacturing industry.Elicit 100% satisfaction from our customersDevelop a well known brand that is a house hold name and commands customer loyalty.

We will provide high end ski appeal for all ages and genders that are constructed of the bestmaterial. For high priced products, warrantees will be provided to ensure our productsdurability and customer satisfaction. Customer service is our highest priority that includesfollow ups, customer feedback, and personalization. Our primary market is North America,but our internet site also globally expands our market and potential customers.

3. Determine which of Porter's Three Generic Strategies you will use as you build your company forthe 21st century. Explain your answer.

We will use Broad Differentiation as our main product strategy. Our products will be highend, top of the line, technologically advanced, and use the most durable and reliablematerials. We will develop a broad customer base through their loyalty to our products. Thespecial features of our products will allow us to capitalize on the things that set us apart fromcompetitors. There will be few competitors that will be able to compare to our products.We will be targeting avid skiers that appreciate the details and added features out productshave. They will want to have the best products available and will not mind spending a littleextra to have it.

4. Discuss the many eBusiness strategies that your company could use to increase revenue and

decrease cost.A. Company web sites target audience who will use the website (internally and externally), for

what purpose and where are they located geographically?

We provide winter and ski apparel for all of North America. Our website will be mostuseful to prospective customers or retail stores who carry our products and are looking


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for our newest styles. Our highest customer group will most likely be young, avid skiersor winter outdoorsmen. They will be more technologically savvy and will be able to useour site as a community as well. Sales people will find our site useful because of thedetailed information about our products, their designs, and materials. Internally, this site

will be useful for tracking interactivity and usage by prospective customers. This willalso be a large source of sales because of the ability to order products at any time of theday.

B. Companys website purpose:

The purpose of our website will be to provide customers and retailers with detailedinformation on our products. The site will be up to date and display all of the neweststyles and trends available. This will also be an etailer or a way to purchase our productsat a whole sale or individual level. The site will provide a social medium for those whoare searching for a community of skiers and a place to learn about great skiing locations.

C. Companys primary usage of the web

Our primary usage for the site will be for sales, although we will still provide acommunity for our followers. We will enhance our customer service reach by creating afast response time to orders and allow for ease of follow ups. This will also help tocreate customer loyalty because of the community provided to constant users. By havingan online outlet for our company, we extend our product sales to the global community.

a. Is the primary use going to be informational or transactional or both? Justify.

Our site will be transactional and informational. We want to inform the customer ofour products so that they will be more inclined to purchase. We intend to inform ourcustomers through pictures and detailed product descriptions. The online storecreates an informative setting that encourages immediate purchases. Since ourproducts are mainly carried in retail stores and we do not have an entire store

dedicated to our brand, this creates a place for people to search for our products only.

b. What pages will be found on the website? Please list major sections of the site.

The parts of the site will be divided by womens, mens, and childrens apparel.Within these sections there will be division based upon type of clothing or accessory.We will also have an online community section which will include a blog,picture/video uploads, and links to Facebook, Twitter, and other social media. Wewill also have a page used to locate retailers that carry our products.

c. Is the website primarily for B2B (business to business) or B2C (business toconsumer) or both? Justify.

We will use our site for both B2B and B2C. Our site will have the ability to sale


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to individuals or on the wholesale level to our retailers. Retailers, however, willalso have other options to place their orders besides the internet.

D. How can an eBusiness strategy help your company attract customers and increase sales?

By having our company online, we will be able to attract customer through our onlinemarketing campaign. This will be accessible to anyone all over the world, which willallow us to expand our customer base. Through search optimization we will ensure thatour site will be linked to certain key words used on search engines. By usingpersonalization methods, we will offer returning customers with links to other suggestedproducts that reflect their past purchase interests. We will also provide links to similarproducts. This will also allow for an increase in sales because we will provideinformation about retail stores that physically carry our products.

E. How could eBusiness strategy help customer service?

By being online we are able to personalize suggestions to each customer that will createa service aspect. Our site will also have an instant message feature that allows customersto ask representatives questions about our products. The site will also allow for speed oftransactions and delivery. By being available 24/7, customers will be able to shopwhenever they want to or have time. We will also provide extensive customer protectionto ensure the safety and security of financial transactions.

F. How could you use an eBusiness strategy to partner with suppliers?

Most likely our supplies will also have a B2B marketplace over the internet. We couldalso use a reverse auction method in obtaining our supplies and materials so we couldobtain them at the lowest possible cost. We will also have the ability to include the

materials under the product information with the website of the supplier so that customerwill have to ability to do more extensive researching on each product and its materials.

G. How could a portal help your employees?

We could use a portal for email capabilities which would allow our employees to docompany work or email over the internet from anywhere. This will help up tocommunicate well with our suppliers and retailers as well as within our company.

H. How could a kiosk help your business?

We could use a kiosk in our shipping departments. This would allow them to print labelsand pull up orders. This will ensure efficiency and effectiveness in our shipping


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processes. A kiosk may also be helpful in malls or at ski resorts to provide informationand support about our products and where to get them.

I. What types of metrics would you want to track on your eBusiness Web site? Be sure to justifyyour answers.

We would like to use our site as a way to track our customer usage. We want to knowhow effective our site is and how many people are actively using it. We can do this bymeasuring interactivity and clickstream data which will allow us to see the exact patternof customers through the site. This can provide us with information to better customizeour site to customers needs. We can also track interactivity through the use of cookiesand click-though data. This will help us determine the usefulness and popularity of oursite. We can also cater our home page to the frequently searched or viewed products orfeatures.

Appendix: Storyboard for your new companys website homepage


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Works Cited

Abernathy, Frederick H., John T. Dunlop, Janice H. Hammond, and David Weil. A Stitch in

Time. New York: Oxford University Press, 1999. Print.

Bryant, Nancy O., and Leslie Davis Burns. The Business of Fashion: Designing,

Manufacturing, and Marketing. New York: Fairchild Publications Inc, 2007. Print.

Temperature Control Fabrics, 2007 edition. Texas Intelligence. Market Research, 1 July

2007. Web. 21 Feb. 2010.

"Trends in World Textile and Clothing Trade: 2009/10 edition." Texas Intelligence. Market

Research, 1 Feb. 2010. Web. 17 Feb. 2010.


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