Global Business Case Study: Voice Brands

Voice Brands is a company that was founded in 1970. At its inception, Voici had one clothing line. Over the next 35 years it acquired four more lines of clothing. Voici Brands made each of the lines of clothing an entity that stood alone, but was part of the corporate Voici Brands name. The Los Angeles based corporation had expanded its operations into Mexico, Great Britain and Canada in the last 5 years. They had also been targeting a global market by branching into catalogues and the internet. Each line of clothing had its own management and supply chains, they worked separately. This worked for a number of years, until their competition started undercutting and over taking them in the market. In the last couple of years Voici had been steadily losing money. Each unit was also facing problems that were similar to the others in terms of supply …show more content…
A case in point is the Jacquie mini skirt line that had come out one Christmas. Jacquie is a Voici clothing line for teens. The mini skirt had been modelled by a popular young pop star and had sold like hot cakes. They had come up with an excellent marketing strategy, knowing that teenagers would definitely want to dress like their icon. After the skirts had sold out, they failed to quickly restock them. Their major Australian supplier had been facing a labour strike at the time and was unable to make the mini skirts for them. As a troubleshooting measure, the senior vice president of Jacquie had hired some extra people and suppliers, who unfortunately made mistakes on the skirts. This led to the skirts having to be reworked to fix the mistakes, which took more time. They only managed to bring the new stocks in some time later, after teen interest in them had waned. They had failed to capitalise on the hype they had created because of the large amount of time taken up by