What is Fashion Marketing?

Definitions of Marketing

The management process which identifies, anticipates, and supplies customer

requirements efficiently and profitably

Or…

Marketing is the art of making someone want something you

have

What makes someone want to spend $400 on a pair of shoes, or

$150 on a t-shirt?

If they're good at what they do, it's fashion marketers

and fashion marketing

So, what is fashion marketing?The principle is the same…

After designers come up with the latest trends and send them strutting down the runway, it's up to fashion marketers to figure out how to get people to buy the stuff.

The goal of fashion marketing is to move clothing out of designers' showrooms and into customers' closets.

How do they do this?

The principles of marketing

The 4 Ps

Product

Price

Place

Promotion

These four Ps work together to form the basis of a marketing plan.

In order to effectively market fashion, you need to ask yourself:

WHERE do I compete?(whole market?)

HOW do I compete?(new product? New image?)

WHEN do I compete?(first into market? Wait for demand?)

To answer these questions, you need to look at the

environment you are intending tobecome a part of.

This process is called an environmental scan

There are four main areasto look at:

Technological environment

Legal/Political environment

Economic environment

Social/cultural environment

Don’t forget your competitors!

You need to look at who your competition is,

where they’re at, and what they’re doing

You also need toundertake a SWOT

analysis

Strengths

Weaknesses

Opportunities

Threats

This information provides a platformfor moving forwards and knowing where, and on what level, you can

compete in the market

Target Audience definitions

Who are you trying to sell to?

Just one group?

More than one group?

Fashion designers rarely go after an entire market with their products.

Unless you focus solely on one target audience (which you can do),

you would break your market into segments and use a different strategy to

target each one.

Selecting a target market haskey steps

Identify market

Segment the market

Select a market

Target people in a particular area (geographic segmentation)

Target people of a similar age, gender, income,race etc

(demographic segmentation)

Target people with similar personalitiesor lifestyles

(psychographic segmentation)

Target people with similar buying habits(behaviouristic segmentation)

Target people wanting a similar benefit(benefit segmentation)

Ways to choose a target market

Once you know who you’re trying to sell to, figure out how

you’re going to do it

Offer one product for everyone?

Offer different products and strategies for

different target markets?

Promote to only one target market?

Had enough?

• Prada – appears in Miami Vice, Mission Impossible 3

• Carhartt appears in Failure to Launch, the departed