The secret of success. Мельник О.Г. - 17 стр.

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presents his collections at such prestigious international pret-a-porter
exhibitions as Porte Versailles in Paris (France) and IGEDO in
Duesseldorf (Germany), where they invariably draw the visitors' attention
and are highly valued by fashion industry professionals, who point out
the impeccable quality of the products in line with international
requirements for pret-a-porter de luxe.
A sort of response to the August 1998 crisis was the designing
of a new trademark of casual women's clothing, T.K., which is due to hit
the market in the spring of 1999. The company has set out to develop a
major project tentatively called "House." A house Tom Klaim-style
includes plates and dishes, table and bed-linen, home clothes, and
consumer electronics designed in a single manner thus creating a
comfortable and harmonious environment and accentuating the owner s
fine taste.
New collections for each trademark are not designed for the
autumn-winter and spring-summer seasons, as is the fashion industry's
want, but are produced every month, which makes it possible to
instantaneously respond to market demand. The company's exhibition
halls see up to 50 new designs 12 times a year. Any designs that are
scheduled for production are tested in the marketing service beforehand.
Tom Klaim is a full-cycle company that supervises the entire
process of making its products, from the manufacturing of sophisticated
fabrics to advertising and sales. New designs are made drawing on the
data collected by a research group that analyses the demand. The firm has
production facilities both in European countries and in Russia with an
overall capacity of 100-150, 000 pieces a month. Among its support
structures there are legal financial and sales divisions as well as security,
information and advertising services. The efficiency of Tom Klaim's
security service has made it possible to reduce considerably the number
of fake Tom Klaim products in 1998 compared to 1996.
In the spring of 1997 a television company - Klimin TV - was
which produces popular television shows, such as Stylish Things, The
Magic of Fashion, along with advertising materials and presentation
films. Tom Klaim's commercials are based on spectacular images that
convey to the viewers the message of what Anatoliy Klimin calls
"exciting femininity". Tom Klaim's advertising boards in Moscow have
rightly been viewed as one of the best examples of eye-catching,
memorable advertisements, targeting not only the female, but also the
male audience.
Tom Klaim's system of sales consists of a number of
components: its own specialised shops, relations with the dealers, and
delivery of the IBM 305 Random Access Method of Accounting and
Control (RAMAC), the first computer disk storage system. Such
machines became the industry's basic storage medium for transaction
processing. In less than a second, the RAMAC's "random access" arm
could retrieve data stored on any of 50 spinning disks. At an IBM exhibit
at the 1958 World's Fair in Brussels, the RAMAC answered world history
questions in ten languages.
Also in 1957, IBM introduced FORTRAN (FORmula
TRANslation); a computer language based on algebra, grammar and
syntax rules. It became the most widely used computer language for
technical work.
A new generation of IBM leadership oversaw this period of rapid
technology change. After nearly four decades as IBM's chief executive,
Thomas Watson passed the title of president on to his son, Thomas
Watson Jr., in 1952. He led the company's transformation from a
medium-sized maker of tabulating equipment and typewriters to an
industrial giant. During his stewardship, revenue grew from $900 million
to $8 billion, and the number of employees rose from 72, 500 to 270, 000.
1964-1980: A new family
On April 7, 1964, IBM introduced the System/360, the first large
"family" of computers to use interchangeable software and peripheral
equipment. Rather than purchase a new system when the need and budget
grew, customers now could simply upgrade parts of their hardware.
Systcm/360 offered a choice of five processors and 19 combinations of
power, speed and memory.
Under Tom Watson Jr., there also were innovations in marketing.
In 1969, IBM changed the way it sold technology. Rather than offer
hardware, services and software exclusively in packages, marketers
"unbundled" the components and offered them for sale individually.
Unbundling gave birth to the multibillion-dollar software and services
industries. Today, IBM is the world leader in both industries.
The 1970s saw the end of more than a half-century of Watson
family leadership. Tom Watson Jr. stepped down as CEO in 1971. After
an interim period of leadership by T. Vincent Learson, Frank T. Cary
took over the company in 1973. Watson served as U.S. ambassador to the
Soviet Union from 1979 to 1981 and remained a member of IBM's board
of directors until 1984.
During Gary's tenure, the computer industry expanded and wove
its way into everyday life. The floppy disk, introduced in 1971, became
the standard for storing personal computer data. When people shopped
for groceries, IBM's supermarket checkout station, introduced in 1973,
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