Caroline Le Bon 's Fashion Marketing Essay

All the activities and strategies involved in getting the desired clothing and fashion industry marketing messages to the intended target markets are possible through communications. The global clothing industry has been handling a tough consumer market following the presence of established and competitive fashion rivalry (Smith and Taylor 2004, p. 7). Harvey Nichols has tried to cope with the changing consumer tides through introducing efficient marketing strategies to draw the attention of its consumers.

Since I was little, I always knew that I wanted to be a part of the fashion industry in some way or form. So, as I got older I decided to take on the path of becoming a fashion merchandiser. Though that path has not been easy, I knew that being a Fashion Merchandiser was a right fit. Fashion Merchandising is defined as the promotion of apparel sales and evolves the tasks necessary to deliver the clothing requests and meet the needs of designers and customers. A Fashion Merchandiser can determine future style trends and must have a strong sense of style. Understanding what people want is what makes any fashion brand successful, especially a Fashion Merchandiser. Deciding to become a Fashion Merchandiser has led me on to the right path in which

Fashion Marketing is a way to contribute to the field of the fashion industry’s process to success. I have always seen fashion marketing and communications as an opportunity, appreciation and passion for fashion and all that it stands for. Jobs within fashion marketing can include; merchandising, product development and production, trend forecasting, public relations, visual merchandising and marketing and leadership related positions. A large part of all these jobs is having an understanding for what consumers enjoy, love and want to spend their money on. For example, label and logo design can read into what consumers feels a brand represents and may entail. In fast fashion, (having worked with Forever 21 for over a year myself) it has given me an insight for how a large scale fast fashion businesses run one store of their many locations around the world. In my generation, social media has a very large influence on the way people in today’s day and age consume clothing. This comes with the need of a product wanted right away and instantaneously. Consumers are impatient just like all of us are, we love express shipping, to get the latest trends that released on Instagram, and to wear the new clothing we purchased the very next day. This is what has lead to the success of the fast fashion industry. Knowing this, the way fashion is marketed must bring awareness of new media, for companies and brands to succeed in the future. The people consuming product will contribute

(Choose a garment, which can be used to discuss fashion from the point of view of the consumer. This garment must be able to demonstrate how the consumer individually constructs their identity and conveys that identity through the style and styling of clothing. You should treat this garment as an object as a form of evidence, which can help you to explain theories of fashion discussed in the sessions. The intention of your analysis is to examine the ways in which we can ‘read’ objects and images, understand their meanings and explain them in the context of broader theoretical and social concerns. You should aim to be as analytical as possible. You may want to use further

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

The Fashion Channel is a cable TV network that exclusively offers programs for a fashion-oriented audience. Initially, TFC was able to grow without any targeted segmentation or detailed branding strategy. TCF is still the only fashion channel but channels such as CNN and Lifetime are introducing fashion segments to their programming and in return have increased competition and threatened market share. The growth of The Fashion Channel depends highly on proper market segmentation. The addition of fashion segments by CNN and Lifetime means advertisers and viewers have alternative choices. These recent changes in the market have stimulated TFC to reconsider their approach towards their marketing strategy in order to secure their position as market leader. To advise with the marketing strategy at TFC, Dana Wheeler was hired. The focus of the new marketing strategy should be on the segmenting of the network.

The fashion industry is rapidly growing and constantly generating new fashion trends almost weekly. Fashion for some may seem ridiculous and unnecessary; but fashion is not just a meaningless usage of article of clothing or farcical materials sew together for coverage. There is more to fashion than meets the eyes, fashion is precious and significant. It is a reflection of self-image, it speak the ream about who we are and how we review ourselves. Not only is fashion the reflection of self-image but also the reflection of our history as Coco Channel have said, “Fashion is not something that exist in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” Fashion

Teri Agins, a senior writer at the Wall Street Journal, has publications in the Journal and wrote in 1999 The End of Fashion. Agins’ book gives a true overview of the fashion industry from the origin of Haute Couture to prêt-à-porter to mass-market consumption. Her focus is on marketing and uses Armani, Ralph Lauren, Donna Karen, Marshall Fields and Gap to demonstrate “(from) class to mass, (from) elitism to democratization; (from) art to commodity.” This is perfectly showed in a paragraph from Agins

The trendy apparel that stores offer to the public makes a person have the ability to be fashionable since it can be adapted to our own preferences, and it also shows how companies influence people through the way they dress. Clothing companies among others create and implant images into people’s minds that insinuate that consumers should follow in order to be able to fit in the society that is shaped by the beliefs of corporations and industries. While it should be okay for fashion to be promoted since it is a way to express oneself, it is important to note the ways how companies advertise clothing and current fashions, since it reflects how our products are carefully designed to control our

‘style, branding, colour and fashionability’ of the clothing as a tool for the audience to

Consumers’ tastes and preferences along with fashion trends influence the products in the marketplace. The ability to provide a compelling value proposition

Today we live in a world driven by relationships, first impressions and visual communication. As human beings we have a tendency to instinctively allow ourselves to react by what we see and feel at a specific moment, making such reaction unpredictable and capriciously volatile. Studying relationships is of extreme importance because when we understand why public and individuals react to stimuli in a certain way, we can try to manipulate the outcome. This is why Public Relations plays a crucial role in the fashion industry as it is a field of work that is driven by consumers needs and desires. By understanding the targeted audience, we can actually control commercial, marketing, and creative outcomes of a specific fashion organization. This piece of writing will explain and analyse the role and importance of public relations and Communication in the Fashion Industry.

In the fashion industry, fashion brands are highly associated with branding, because of the intensive competitive fashion markets. Moreover, fashion brands are self-expressing to some extent (Carroll, 2008). Building creative brand image is important for the fashion brands. In addition, Carroll (2008) said that social responsibility and potential risks are the two aspects related to the fashion brands. Just as

Basics: not intersted in fashion with being 20% of all viewers and 45% being female.

During the information search stage of their decision-making process, the consumer stated that they constantly looked at online shops and magazines to improve their personal understanding of fashion. It was noted that the consumer’s awareness set consisted of ten different brands. However, the size of her