INTRODUCTION
ALDO ALDO Gr Group oup,, Inc. Inc. was founded founded in 1972 1972 by Aldo Aldo Bensad Bensadoun. oun. It is one of te leadin! soes and accessories retailers !lobally. "e co#pany pro#ises to $Always up%to%date wit te latest trends nds fro# fro# te te fas fasion ion cap capital itals s of te wor orld ld,, and and wit it an e#pasis on &uality and crafts#ansip, Aldo is a brand for te conscious, self%aware sopper.' "ar!et "ar!et (usto#er Bot Bot )ale and *e#ale+ *e#ale+ 1 to - - years /ualities of te ALDO)an and 0o#an+ cic, trendy, bold fasion sense pen pendi din! n! of te te ALDO ALDO (ust (usto# o#er er++ )e )edi diu# u# to i! i! 3urc urcas asin in! ! 3ower and "o pend On "eir Appearance
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CRITICAL OVERVIEW OF ALDO
ALDO Group, Inc. was founded in 1972 and is based in )ontreal, (anada. "is co#pany en!a!es in te production and distribution of footwear, leater !oods, and accessories for #en, wo#en, boys, and !irls worldwide. ALDO Group also francises its retail stores. "e co#pany as a strate!ic alliance wit ears (anada Inc. "ey also a5e se5eral retail stores in (anada, te 6nited tates, te 6nited in!do#, Ireland, )alta, ene!al, Libya, Guadeloupe, )artini&ue, 8eunion Island, (ote DI5oire, onduras, pain, on! on!, :ietna#, (yprus, erbia, )ontene!ro, "ur;ey, 8o#ania, :ene
!ypt, )orocco, ?ordan, Australia, India, 3ortu!al, Den#ar;, )alaysia, Lebanon, in!apore, te 6nited Arab >#irates, out Africa, and 3oland. Alon! wit teir #any @a!sip stores pop%up sops are operated witin leadin! international depart#ent stores li;e Galleries Lafayette in 3aris and elfrid!es in London. "ere #aor co#petitors are+ • • • • •
Bata Brands A 3edro ine 0est (arles and eit te5e )adden
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BRAND PYRAMID
"e ALDO pyra#id on alience, 3erfor#ance, I#a!ery, ?ud!#ent,
*eelin!s and 8esonance
SUPPLY CHAIN
"e ALDO Groups distribution networ; is fast, ti!t and a!ile. "eir networ; enables #a=i#u# and eCcient @ow. In order to ser5e our stores worldwide, we a5e set up oCces and distribution centers around te !lobe. ould tis state#ent be in &uotation #ar;s ALDOEs #ain distribution center is located in )ontreal (anada wic as up to one #illion s&uare foot of space. "ey e#ploy two sifts to supply 1,FFF retail stores in ort A#erica. ALDO as suppliers all around te world !lobe. e5enty percent 7FH of its products co#e fro# (ina, wit an additional 2F percent arri5in! fro# Italy. Bra
ALDOs distribution center in )ontreal.
BRAND POSITIONING
Aldo i! awareness, brand reputation, and o5erall brand i#a!e, !i5in! it proprietary ;nowled!e and power o5er te #ar;et.
ALDO’S LOGISTICS AND STRATEGIES
"e ALDO Groups distribution networ; is fast, ti!t and a!ile. "e a!ile syste#s focus is on @e=ible, eCcient response to uni&ue custo#er de#and. Altou! ALDO sources its #ercandise fro# (ain, it is not witout its disad5anta!es and ad5anta!es.
DISADVANTAGES
Delays in sip#ent fro# #aor suppliers •
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(ina so#eti#es delayed product sip#ents for up to tree days - tree days J e&uals an eternity
"e tea# is unable to #aintain 5isibility of sip#ent location until arri5al. "erefore tey a5e to wait for te arri5al of #ercandise before #a;in! any needed preparations to sip te soes to te stores.
ADVANTAGES
One ad5anta!e to a5oid late sip#ents would be to sources closer to o#e. ALDO sould use teir suppliers fro# Bra
(D( upply (ain solution )ore tores )ore (usto#ers
ALDO’s USE OF TECHNOLOGY AND ASSOCIATED STRATEGIC ADVANTAGES
ALDOsE #o5e to te use of tecnolo!y was due to te lac; of space. "e co#panys collection of disparate in%ouse syste#s could support a #a=i#u# of FF storesKless tan alf of wat
ALDO en5isioned. After de5isin! e=pansion plans tat re&uired a new wareouse and distribution facility, ALDO decided te ti#e was ri!t to in5est in a scalable lo!istics tecnolo!y platfor#. ALDO was e=periencin! !rowt tat si!nicantly increased its product 5olu#e. As a co#pany te ALDO tea# decreased te nu#ber of u#an touces in its supply cain. In order to succeed in tis ALDO e#ployed tecnolo!y witin teir supply cain operation. "is elped wit te trac;in! stoc; in te planned wareouse.Aldo as (D( oftwareEs (D( upply (ain, order #ana!e#ent, wareouse #ana!e#ent, (D( M%alert and supply cain e5ent #ana!e#ent software.
CDC SOFTWARE/ CDC SUPPLY CHAIN
(D( supply cain #ana!e#ent is te solution wit i! transaction 5olu#e capacity tat allows ALDO to syncroni
De#and (ain 3lannin! Ad5anced Order )ana!e#ent 0areouse )ana!e#ent "ransportation )ana!e#ent "radin! 3artner (ollaboration Acti5ity )onitorin! 3erfor#ance #ana!e#ent (ollaboration er5ices *ra#ewor;
In 2FF4 ALDOEs )ontreal distribution center went li5e wit (D( upply (ain followed by teir 6nited in!do# facility 1N #onts later, and te facility in (ina went li5e one year after. "is elped wit te delays of #ercandise fro# te (ina wareouse. "e sta of te (ina wareouse created an ad5ance sippin! notices As in (ina, !i5in! te )ontreal%based sta insi!t into arri5al ti#es for specic products and eli#inatin! !uesswor;. As prepared in (ina also allow stoc; to @ow directly to te co#panys stores on te 6.. 0est (oast instead of tra5elin! te (ina%)ontreal%0est (oast route, sa5in! considerable ti#e and transportation costs. BEFORE CDC SUPPLY CHAIN • • • •
Before (D( tere delay in deli5ers O5er stoc; >rror in deli5ery of !oods to te accurate store ta not #oti5ated to cec; !ood #anually
CDC SUPPLY CHAIN ADVANTAGES
By i#ple#entin! te new syste# tey are able to conr# wat #ercandise arri5es at te store as ALDO ad trouble conr#in! product arri5al at indi5idual stores because store sta a5oided te ti#e%consu#in! process of #anually cec;in! in5entory. A ta!s #a;e cec;in! in5entory easier and &uic;. "erefore, !oods tat are deli5ered to te wron! destinations are @a!!ed and returned.
tore replenis#ent is also #ade easier by usin! store specic sales data instead of esti#ates. ALDOs #ulti%cannel capabilities, anoter benet of te new end%to%end syste#, allow custo#ers to order products not a5ailable in te store were tey are soppin!. "e order, wic is sent directly to te custo#ers preferred location, 5irtually eli#inates lost sales due to low in5entory. ince insti!atin! te syste# two years a!o, ALDO as opened 44F new stores. >#ployee producti5ity as increased 14 percent eac year, and product lead ti#es a5e been sortened by two wee;s.
*ocusin! on continual i#pro5e#ent as yielded a supply cain operation tat le5era!es !lobal resources across ALDOs co#pany% owned%and%#ana!ed stores, fullls te needs of indi5idual retail stores, and e=tends te co#panys brand trou! a !rowin! networ; of francisees.
CONCLUSION
In conclusion ALDO is a !enius in wat tey do wit tecnolo!y and de5elopin! te#sel5es in te #ar;et tey are en!a!in!. Anoter new trend in AldoEs brandin! is ow it focuses on !i5in! bac;. It is #o5in! towards brandin! itself as an en5iron#entally and socially conscious brand. "ey a5e also launced new ser5ices. Leadin! tere ;nowled!e to new teir clients li;e – • • • • • • • • • • • • • • • • • • • • •
Asos Ban; *asion (apel 3alacio de ierro *alabella ?(3enney olEs Lane (rawford LAubainerie Le5el oe District Little Bur!undy Lord P "aylor )acyEs )a!asin ordstro# 3iperli#e aren
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ellys London ole "rader "e udsons Bay (o#pany 6rban Outtters Qalando Qappos
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ALDO is e=pandin! rapidly by en!a!in! in #ore in te #ar;et, tey a5e also launced ALDO 3roduct er5ices wic is anoter would now !ain a lar!er brand awareness. "e A3 tea# wor;s wit a select !roup of retail clients to create and de5elop brands, pro5idin! all te tools and ad5ice needed to elp co#panies succeed.3artnersip oerin!s can be bro;en down into te followin! tree ;ey se!#ents+
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Branded wolesale 3ri5ate label Brand #ana!e#ent R licensin! and distribution
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Anoter new trend in AldoEs brandin! is ow it focuses on !i5in! bac;. It is #o5in! towards brandin! itself as an en5iron#entally and socially conscious brand. In 2FFN, te co#pany launced its e=t tep pro!ra# ai#ed at !oin! !reen and beco#in! #ore en5iron#entally conscious.
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REFERENCES •
ttp+RRsb#aldo.tu#blr.co#Ristory
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ttp+RRwww.inboundlo!istics.co#Rc#sRarticleRaldo%boots%up%a%new%syste#R
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ttp+RRwww.prnewswire.co.u;Rnews%releasesRcatalyst%wins%aldo%soes%supply% cain%e=ecution%proect%14149.t#l ttp+RRbusiness.nancialpost.co#R2F12R1FR29Ras%aldo%turns%4F%footwear% e#pire%see;s%to%e=pand%its%international%reacR
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ttp+RRwww.!oo!le.co#RnancecidJN9142F
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ttp+RRwww.aldo!roup.co#Rdistribution%centres.t#l
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ttp+RRbusiness.nancialpost.co#R2F12R1FR29Ras%aldo%turns%4F%footwear% e#pire%see;s%to%e=pand%its%international%reacR ttp+RRbusiness.nancialpost.co#R2F12R1FR29Ras%aldo%turns%4F%footwear% e#pire%see;s%to%e=pand%its%international%reacR ttp+RRwww.prnewswire.co.u;Rnews%releasesRcatalyst%wins%aldo%soes%supply% cain%e=ecution%proect%14149.t#l ttp+RRwww.#ana!in!auto#ation.co#R#aonlineRnewsRreadRALDOSGroupSIncSS --F1 ttp+RRwww.oo5ers.co#Rco#pany% infor#ationRcsRco#petition.AldoSGroupSInc.9fb4dN974f42.t#l ttp+RRwww.aldosoes.co#Rca%en! ttp+RRwww.5erte=inc.co#R3ress8oo#R3D*R2F1FRtop%inno5ator%aldo% apparel#a!%#ay2F1F.pdf
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