| Along with garment's individualization trend, the variance on garment consuming is becoming obvious, and garments are becoming the external sign for individual self expressing and individual value pursuing. At the same time, quick developed information broadcasting system and the fast information transportation speed accelerates the garment fashion information transaction speed. All those changes proposed new demands on product operation mode of the apparel enterprise owning its brand. Apparel enterprises need a new operation mode that differs from traditional product operation mode, and it must be able to meet the fast-changing and varying market demands with Quick Response product operation mode. This new mode is mainly reflected on the manufacturers' responding ability to small batch, multiple kinds of orders with short delivery period.This thesis is based on the author's half year full day study experience in General Marketing Department of A casual garment company (A for stand). It's specially based on product operation procedure study in A company headquarter and it's branches. It referred the lean retailing theory from HCTAR as theoretic basis. The thesis provided the garment manufacturers' optimized production operation mode on popular casual brand base on studying on the product operation difference between traditional retailing mode and lean retailing mode.The thesis studies the product operation difference between traditional retailing mode and lean retailing mode from below aspects:1. Manufacturers' supply chain status;2. Manufacturers' operation mode, namely the companies' key departments and the major production line;3. Manufacturers' major product operation, that includes demand forecast,supplier selection, inventory management and distribution.From above analysis and depth interview with domestic experts on related casual brand garment company product operation, conclusions can be drawn as:1. Under the lean retailing mode, it's very hard for individual company to respond quickly to market demands. The quick response can only be achieved by cooperation on supply chain. So, the effective competitive unit is no longer individual company, but it is the supply chain association. This expended the meaning of compete to compete combining cooperation.2. In order to achieve quick and exact product operation under the lean retailing mode, manufacturer need rely one 3 centers (decision and control center, information center and delivery center), 2 production lines (normal production line and flexible production line) and one network, the supply chain network.3. Under the lean retailing mode, manufacturers' product operation modification can be seen from 4 aspects: demand forecasting methods, contractor selection guideline, inventory management, and, product distribution4. Lean retailing raises higher expectation on IT application to those companies on the supply chain. Major IT requirements are bar code, POS system, EDI, SCM, the modern distribution center and standards across firms, etc.Innovation of this thesis:It differs on before study on garment industry/company, those study focus more on the strategy study. This thesis applied lean retailing theory to Manufacturers' real product operation, provided manufacturers' optimized product operation mode, and then made modification on company's major operation.Limitation of this thesis:Manufacturer's whole product operation procedure includes multiple companies, multiple departments and multiple processes. For example, it usually requires 1 year's time to close the whole procedure only for one sales season product's operation. While the study in this thesis is mainly form half year's full day study in A casual garment company. So the major study and conclusion inthis thesis is mainly according to A company and can't be said widely referable for overall manufacturers' product operation.
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