welcome to fashion marketing dr. satyendra singh professor, marketing and international business...
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Welcome to Fashion Marketing
Dr. Satyendra SinghProfessor, Marketing and International Business
University of Winnipeg
[email protected]/~ssingh5
Saussure (1983)
Need for Clothing
Need for clothing Culture Personality
Marketing convincesconsumers the worth of fashion
Fashion Versus Style
Fashion: the DebateWhy do we need fashion?Why do we need to make statements?
Some people do not like it16th century concept noble bloodIt indicates social and economic status; separates you from mass Substance is more important than styleMay hamper productivity at workIt is business because fashion means more expensiveYou can be easily influenced by peers and marketing
Other love fashion to its coreLife is too shortIf fashion makes people confident, beautiful, handsome, is it wrong?It is a happy product and with positive experience It is about beauty and appreciation you’re sad; we’re happy people
Fashion Apparel CategoriesOuter wear: Coats, jackets, sweater…Career wear: Suites, formal wear…Sports/Active wear: May be loose or tightEvening wear: Informal dependsUniformInner wearBridal wearChildren wearMaternity wear Accessories: Belts, scarfs, hats, headwear, neckwear4-6 lines per year: Typically produces in women’s apparel
category
Fashion Apparel Manufacturing
1890-1950s: ↑ RTW industry: Ready to wear
1920s: Flapper-style design new, young, free
1960s: Hippy style, t-shirt, hip, grown beard and hairs
1980: Quick Response Strategy to meet fashion demandTime between fibre production and saleable productTechnology advancement↑Partnership, Better resources allocationShorter business cycle fashion (it should change)
Couture: Hand sewing, ↑ expensive fabric than RTW
Haute Couture: High sewing, small quantity, measurement based for each client, fit (body scanned measurement), refine fabric, expensive. Fitting is very important for this segment.
North American Industry Classification System (NAICS)
NAICS 313: Textile mills
NAICS 314: Textile product mills
NAICS 315: Apparel manufacturing
NAICS 316: Leather and allied product manufacturing
Fashion Lifestyle (Trendy, Classic, Formal, Informal…)
Sources of Fashion?Historic inspiration: Queen, Napoleon…
1960s: Above-the-knee skirts1070: Retro look reminiscent of 1930s, 40s, 50s, 60s, 70s
Ethnic inspiration Kimono, Saree, African hairstyleCelebrity (film/sports) Jennifer Lopez, Serena Williams
Politicians: Gandhi, Gaddafi, Mandela, Modi, Diana…Size/cut/pattern: tie, skirt, trousers…(narrow, wide,
bowtie, floral, regimental, solid colorColor inspiration: What is fashionable color? Who dictates
it? How is it forecast?Other: Magazine, National Flags, Economic
Development, Weather (Material impacts consumer spending and consumer behavior)
Fashion Elements
Oversize as Fashion!
Blackwell was the firstto design plus-size fashions
and to useAfrican American model
Tommy Hilfiger’s Fashion:
Casual, Simple, andeasy living
Loose Trousers
Historical Fashion
Celebrity
Political/Fashion/Culture Statement…
Political/Fashion/Culture Statement
Tymoshenko, Ukarine Indira Gandhi, India
Flag-inspired Fashion
Hairstyle
Ethnic Inspirations
Indians
Rock Singers
Fashion Followers
Brands and USPUnique Selling propositions
Manolo Blahnic (shoes): High heel
Calvin Klein (jeans): Tight-fitting young, hip
Ralph Lauren (quality): Classic image
Dior (skirts): Longer and clinched waist feminine WW II
GAP (color): Changed the concept of color Khakhi
Prada (fashion): Trendy look
Jimmy Choo (shoes): Style and color
Tommy Hilfiger (apparel): Easy by but fashionable living
Brands and Taglines
Celebrity and Fashion Line
Princess Diana and Dior
Role of Color in Fashion
Staple ColorsBlack, navy, white and beigeseen continuously, season after seasonPendleton jackets: navy and green tartan to match future purchase
Fashion ColorsAppears less frequently over timechanges from season to seasoncannot match with future purchasesColor variation: orange red, blue red or magentaFashion color cycle is shortsome fashion color sell more than others
USA: dark red, wine tome popular (Orange is less popular)EU: Olive green is popularAfrica and Asia: Ethnic colors
Color Wheel
Dark Versus Light Colors
Cool Versus Warm Colors
Fashion Color Forecasting Services
Color Association of the USA (CAUS)International Color Authority (Paris, France)Fashion color depends on
Sales tracked by $ and colorHigh selling color is presented in each lineColors adopted by designers in EuropeDesigners’ choice of colored fabric productionDesigners name colors for a season: Dalia, Plum, Lavendercannot match with future purchasesMagazine/TV: Color ForecastingColor me beautiful
Fashion Magazines with approximate circulation in 2008Allure, Cosmopolitan, Elle, Essence, GQ, Marie Claire, Vanity Fair 1mGlamour, In-style 2mMen’s Vogue .3m
Group or Line Fashion Marketing:
2 advantages
1 Maximize # of fashion features in one advertisement2 Consumers can visualise several items that fir their personality