Apparel Manufacturers' Perceptions of Supplier-Retailer Relationships

Structural changes occurring in the U.S. softgoods industry have had a significant impact on manufacturer-retailer relationships. The present study examines certain aspects of these relationships within the context of theory and earlier work on channel relationships. In this study 70% of Missouri's population of apparel producers responded to a survey designed to examine apparel manufacturers' perceptions of working relationships with retailers. Results indicated that larger, more active companies appeared to have less difficulty in their relationships with retail customers than have their smaller, less active counterparts. Manufacturing firms that direct a large proportion of their production to mass merchandisers reported fewer problems in working with mass merchandisers than suppliers directing less of their production to those outlets. Manufacturers relied most heavily on traveling market representatives to establish and maintain retail accounts. Apparel producers saw lower prices and improved products and services (particularly Quick Response) as the primary means of improving their company's ability to market to U.S. retailers. Implications for the softgoods industry and for educators are considered