Download Fashion and Marketing

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Fashion MARKETING
Basics
How fashion is marketed
9/8/15
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Do Now
 What
are your favorite fashion stores?
 What
about them appeals to you?
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What is Marketing?
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Marketing is all the steps involved in getting a product or
service from producer to consumer
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Starts with determining consumers wants and needs, continues
with product development all the way till after the consumer
purchases that product
Fashion businesses use marketing so that consumers
purchase their products instead of their competitors
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Marketing Concept
 Why
is it absolutely important that fashion
marketers consider the wants and needs of
consumers?
 Businesses
that consider the wants and needs of
the consumers in every decision they make, follow
the Marketing Concept
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In order to be successful/make a profit, businesses must identify
consumers, determine the products they want, and make them
available at a price which consumers will pay and then
communicate that information and convince consumers to make a
purchasing decision
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Target Market
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Successful fashion marketers will identify specific segments
of the market to which they will target all of their marketing
efforts.
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The specific group of people that a business is trying to
reach is called a Target Market
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Market Segmentation
 It
is impossible to satisfy the wants and needs of
ALL consumers
 So
businesses must narrow their focus to a smaller
Market Segment
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A group of consumers within a larger market who share
one or more specific characteristics
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Market Segmentation
 Marketing
Segmentation allows fashion
marketers to concentrate on meeting the
needs and wants of certain types of buyers
rather than the needs and wants of all shoppers
 Markets
may be segmented in many ways.
Geographic Location
 Demographics
 Psychographics
 Behavior
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Demographics
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Measurable personal characteristics
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Age
Gender
Income
Ethnicity
Profession
Education
Religion
Marital Status
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Psychographics
 Social
and psychological characteristics such as
attitudes, interests, and opinions.
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Consumers’ attitudes and values are often represented by
how they choose to spend their time and money.
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Geographics
 Statistics
about where people live
Region of the country (North East vs. South West)
 Size of the city or county
 Density of the population (urban vs. rural)
 Climate
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 How
might geographics
change the way a business
markets its products?
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Behavioristics
 Statistics
about consumers based on their
knowledge, attitudes, use, or response to a product
Purchase
Occasion
Product
Benefits
Usage Level
and
Commitment
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Behavioristics
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Purchase Occasion
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Identifies the instance when a consumer might use a product.
 Ex. Apparel can be classified by categories such as “after-five,”
casual, and work attire
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Product Benefits
 Allows marketers to study the benefits that consumers
desire in a fashion product or service, such as stainresistance or wrinkle-free
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Usage level and commitment
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Identifies how often a product is used (worn) and the loyalty
consumers show in purchasing it
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Diverse and Changing Markets
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The fashion industry is too large and too diverse to reach
with a single marketing approach
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Many businesses will try to attract several different market
segments at once.
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EX. Gap offers merchandise for men, women, and children
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As well as dressy and casual wear
Can you think of other examples of businesses that market to
several different segments at once?
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Fashion Merchandising
 After
fashion marketers have identified their target
customers and desired products, they develop
plans to make the products available
 Fashion
Merchandising is the planning, buying,
and selling of fashion apparel and accessories to
offer the right merchandise blend to meet
consumer demand
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