Interbrand IQ: The Best Asian Brands Issue

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brands under fire

H&M, Primark Sign Bangladesh Safety Agreement; Gap Says It's Next [Update]

Posted by Sheila Shayon on May 13, 2013 06:39 PM

The rescue efforts in Savar, Bangladesh have officially been turned over to recovery as the death toll surpasses 1,100 in what has become the worst accident in the history of the garment industry. But 20 days later, it seems that progress and change is beginning to emerge from the rubble of a decrepit industry. 

The Bangladeshi government has agreed to let garment workers form trade unions without the permission of factory owners—a breakthrough in workers' rights in a de-regulated country, where garment factories were shut down this week following worker unrest over wages and conditions.

The proposed  safety plan, backed by a coalition of labor groups, calls for independent inspections of factories and a legally binding fire and building safety plan requiring retailers to help pay for improvements to factory safety and is an amendment to the 2006 Labor Act lifting restrictions on forming trade unions in most industries.

The pact also calls for changes regarding severance payments, welfare fund payments, management practices and payment and banking standards. In what could be a game-changing announcement, Swedish retailer H&M announced Monday that it will sign the binding agreement.Continue reading...

brands under fire

UN's ILO Calls for Brands to Sign Bangladesh Safety Agreement

Posted by Sheila Shayon on May 7, 2013 02:42 PM

The death toll has passed 700 in Bangladesh, where recovery efforts continue to locate the rest of the victims of the Rana Plaza garment factory collapse. Amid the devastation and grief has emerged strong accusations of blame that have fallen on the shoulders of the Bangladeshi government and worldwide retailers who rely on Bangladesh factories to supply their "fast fashion." 

Nearly two weeks after the disaster—which is the deadliest in the history of the garment industry—the United Nations International Labor Organization is calling for new global labor safety policies to be adopted by brands and governments. “The tripartite partners (Government, employers and workers) and the ILO stand united in their resolve to do everything possible to prevent further tragedy... and acknowledge that the challenges are daunting but believe that, if international buyers and brands take increased responsibility for improving working conditions and safety and health and with the active support of development partners and donors, safety can and must be improved in all workplaces throughout Bangladesh.” 

The ILO is one of many organizations lobbying major retailers like Walmart, H&M and Gap to sign the legally-binding Bangladesh Fire and Building Safety Agreement, but those holding out have maintained that they have made improvements and implemented processes on their own to improve safety in Bangladesh's factories.Continue reading...

brands under fire

As Death Toll Passes 500, Brands Consider Pulling Out of Bangladesh Factories

Posted by Sheila Shayon on May 3, 2013 05:06 PM

Nine days after the fatal collapse of the Rana Plaza garment factory in Sahar, Bangladesh, the death toll has surpassed 500, and the outcry against the conditions, companies and governance responsible is augmenting.

Bangladesh is now the world’s second-largest apparel exporter after China, with 80 percent of those exports servicing the US and the European Union. In return, those big brands provide jobs and support for millions, but is that enough? After multiple fatal accidents, western brands face harsh scrutiny over sourcing policies and the obvious lack of labor and safety regulations put into place by its suppliers. 

“We need to be careful now not to throw the baby out with the bathwater,” said Sara Hossain, a high-court lawyer in Bangladesh to TIME. “The question should not be shutting down the factories. It should be, 'How do you make employment safe and secure?'” Garment factories in Bangladesh pay the most and carry a certain cachet for that reason, despite safety issues. “Young men and women with a few years of schooling consider that the RMG [sector] gives them more independence and [makes them] more socially acceptable,” added Rushidan Islam Rahman, research director at the Bangladesh Institute of Development Studies.Continue reading...

brand roadmaps

It's No Secret: JCPenney Says 'We're Sorry' and 'Come Back' with Social Media Blitz

Posted by Dale Buss on May 1, 2013 06:12 PM

JCPenney's brand-resuscitation efforts continued today with a digital-era form of a classic corporate move: the mea culpa.

The company launched a virtual apology tour on Facebook, YouTube (watch below) and Twitter to get the message out to customers—those same customers that now-ousted CEO Ron Johnson in large part ignored for more than a year—that the brand is sorry and wants them to come back.

According to Bloomberg, the campaign was developed on Johnson's watch and implemented by Sergio Zyman, the former Coca-Cola marketing executive who will go down in history as the architect of the New Coke fiasco.Continue reading...

brands under fire

Bangladeshi Garment Execs Vow to Improve Safety Standards

Posted by Sheila Shayon on April 30, 2013 07:12 PM

The death toll from the factory building collapse in Bangladesh could reach as high as 1,400, with at least 900 workers still missing six days after Rana Plaza in Savar crumbled and the owners facing possible prison terms for not protecting the tenants or workers.

The Dhaka collapse is the deadliest to hit Bangladesh's garment industry—worth upwards of $20 billion—but little has changed since last November's Tazreen factory blaze that killed 112 workers despite public outcry and pledges to improve safety standards. 

However, the cumulative effect of such tragedies, which have been magnified through the power of social media and the internet, is forcing major Western retailers such as Britain's Primark, Canada's Loblaw and Spain's Mango to admit involvement and ultimately offer up aid or a solution.

But for every brand that steps up and admits fault, another places blame elsewhere or remains mum. Italy's Benetton acknowledged that their products were made in Rana, but claimed it was a "one-time order," while Walmart has maintained that its third-party supplier was not authorized to outsource manufacturing to the Bangladeshi factory.Continue reading...

brand strategy

JCPenney's Outlook Gets Boost from Soros as it Continues to Roll Out New Products

Posted by Dale Buss on April 29, 2013 01:45 PM

Is JCPenney doing a dead-cat bounce, or is there real life remaining in the venerable retail brand in the post-Ron Johnson era?

George Soros is betting the latter. The famous (or infamous) investor has taken a 7.9 percent stake in JCPenney, a development that immediately sent the stock up by nearly 7 percent late last week. Soros's stake is still less than half that of hedge-fund manager Bill Ackman, who recruited Johnson as JCPenney CEO, and then helped sack him earlier this month. But at least, arguably, Soros is buying low.

Goldman Sachs has placed a bet as well on the possibility that new JCPenney CEO Myron Ullman (who also was CEO before Johnson's tenure of little more than a year) will be able to restore JCPenney if not to greatness, at least to long-term viability. The financier gave the company a five-year, $1.75 billion loan secured by JCPenney's real estate across middle America.Continue reading...

brands under fire

As Death Toll Rises in Bangladesh Factory Collapse, Brands Face Scrutiny Over Ethics (Updated)

Posted by Sheila Shayon on April 26, 2013 05:33 PM

The death toll in the latest Bangladesh garment industry disaster has risen to more than 300 as rescue crews continue to pull survivors from the rubble of Rana Plaza and search for an estimated 500 workers still missing, with more than 2,500 already rescued.

In the aftermath of the garment factory collapse in Dhaka, Prime Minister Sheikh Hasina has called for those responsible to turn themselves in. It is believed that the building owner and factory owners are in hiding after ignoring warnings from police and industry officials to forbid workers to enter the building after cracks were discovered on Tuesday. The building collapsed on Wednesday. 

"Whoever might be the culprits, and if even they belong to our party, they won't go scot-free," the impoverished nation's Prime Minister warned. (Update: The factory owners were arrested on Friday night, when the death toll had risen to 336.)

The disaster shines a light, yet again, on global apparel companies that outsource manufacturing to Bangladesh, a practice that has ballooned into an $18 billion industry as clothing companies continue to adandon manufacturing in China, where inflation and rising wages are pushing up costs. The upshot: Bangladesh and its questionable garment industry is now the world's second-biggest garment manufacturing center.Continue reading...

brands that go bang

Can Joe Fresh Save JCPenney... and Retail?

Posted by Renèe Alexander on April 18, 2013 02:11 PM

If observers of Canada’s fashion industry have learned anything over the last 30 years, it’s this: don’t bet against Joe Mimran.

The brains behind Joe Fresh, which just celebrated its first anniversary of bringing contemporary styles and affordable prices to the US with an exclusive fashion show at its flagship store on Fifth Avenue in New York, continues to be a fashion force and is showing no signs of getting stale.

The 61-year-old is currently overseeing a major country-wide expansion south of the 49th parallel. Joe Fresh’s “store-within-a-store” concept opened up to rave reviews in nearly 700 of JCPenney’s 1,100 locations a few weeks ago. Amidst JCPenney's ongoing retail debacle, much of the media attention had centered on now-ousted JCPenney CEO Ron Johnson hitching perhaps his last cart to Mimran. It's obvious that if Joe Fresh and the sampling of other top designers can't pull through with improved sales figures for the chain, JCPenney's days will surely be numbered.

“If Joe Fresh doesn’t work, this could be the worst ides of March since Brutus greeted Caesar on the floor of the Senate,” Maxim analyst Rick Snyder told Business Week. “(Joe Fresh) is kind of a microcosm of what they’re trying to do, and if it doesn’t work, I think it’s going to get really ugly.”

Nevermind Martha—if Joe Fresh can't boost JCPenney—whose shares jumped five percent on Joe's debut weekend—then nobody can. All it takes is one quick look at Mimran’s resume and it’s plain to see—the Moroccan-born fashionista knows his stuff and he’s got the marketshare, revenue and real estate to back it up.Continue reading...

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