Case Study : The Fashion Channel

Exercise 1: What is expected outcome of each of the targeting scenarios? (complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios)

After showing the segmentation and target market that Vogue is focused on, we will study the positioning strategy that Vogue use. Positioning is defined as"the relative perceptul position of one brand usually compared with competing brands altough arrange of positioning approaches are possible to achieve" (Pickton and Broderick, 2005). Vogue has its own identity; its brand sets it apart from other magazines. It is the most valuable high fashion magazine, continuing to position itself as both unique and authentic. They have developed relationship marketing, defined as "Marketing with the conscious aim to develop and manage long-term and/or trusting relationsips with customers, distributors, suppliers, or other parties in the marketing environment". It focuses on the best designers, fashion photographers and models in order to retain its core customer- stylist women. Vogue tries to provide added value,so the brand has prices that are not cheap, investing in creativity and focusing on quality. They try to create a consitent marketing mix rto have a long-term relationship with the target market, and they try to crea

The company’s core competency is the streaming of TV series and movies. Their corporate strategy is differentiation. They also produce TV

The Fashion Channel (TFC) was a widely available niche cable network which only offers fashion-oriented programming. It was very successful until other regular networks began to copy its concept and take market share of it, which as a result, had a severe negative effect on TFC’s advertising revenue and affiliate fees. The problem is how to develop the segmentation and positioning, change the current

In foxtel company provide different channels to the consumers and also spend time with family and provide entertainment.

Ann Taylor’s target market primarily comprises of ages between 30 years and 60 years to whom, the company offers a plethora of work related apparel and accessories. LOFT’s target market comprises of 18 to 34 year olds who have a wide variety of casual work related (can be used for other purposes) apparel and accessories. Although the two divisions cater to different target markets, their primary purpose is to provide to the ‘working customer.’ Ann Taylor’s expansion into value based divisions (LOFT and its clearance centers) has captured the value market. The pricing at LOFT is about 30% lower than its sister concept, Ann Taylor. The outlets too, have captured the market that comprises of consumers seeking deeper value over traditional pricing and stores. The corporation added more value to these “clearance centers,” by creating private labels for the outlet centers. All the three divisions have proven to be a success among consumers. A third strength of the company would be its marketing strategies through celebrity associations. Some of the biggest celebrities like Heidi Klum, Milla Jovovich, Rachel Bilson are the faces of the company. The brand equity of the company, i.e. the image of the company in the minds of the consumers is enhanced because of positive perceptions. To further enhance this, the company is specifically targeting different markets by using different celebrities for each type of market. For example: Christina Hendricks, known for her curves is a

For the social media campaign to match TJ’s culture, the company should emphasize on “artsy”

On Gemini’s profitability ratio graph, we can observe that the return on equity and return on investment has significantly dropped from 2006. Operating margin and net margin have been decreasing since 2006 even though they are still above the industry average. The decreases on gross margin and gross profit all show the need of expanding to new markets and the need to boost sales. Besides expanding into Central and South American markets, investing in advertisements will also help Gemini accelerate its domestic sales. Having the tag of “made in America” will attract customers for their patriotism. Technology in TV market is growing fast. Following the technology trend and developing new products with the latest technology is becoming more important to sales. Funding in R&D and product development will help Gemini maintain its position

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.

When a brand is created, many will ask the questions that haunt all of us trying to start a company. Will it work? Should we stay online or launch a brick-and-mortar store? Will I make profit or fail? These questions arise even more when the company is to start only online. Because of this, e-commerce fashion brands must constantly evolve and expand their styles to maintain the interest of their target customers. Fashion Nova is one fashion brand that manages to stay relevant among its consumers because of their edgy style and quality priced clothing. Fashion Nova was first established in 2010. It gained its popularity from celebrities promoting it on their social media platforms and the fact

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

The Fashion Channel (TFC), founded in 1996, is a successful cable TV network dedicated to all things fashion. Although quite young compared to other TV networks, TFC has experienced steady growth and in 2006 forecasted its revenue at $310.6 million. TFC operates primarily as a niche network, focused solely on fashion and fashion related programming, but still manages to reach almost 80 million US households that subscribe to cable and satellite television. To date TFC has been able to experience growth in spite of having no clear segmentation, branding, or positioning strategy. Dana Wheeler, a recent hire as TFC’s Senior VP of marketing, was tasked to fix this.

Fashion is a manner and style especially clothes, shoes, makeup and hairstyle. When I came from my home country, I have not much knowledge about fashion, and even do not know more about fashion brand. I was learning from technology, school and start follows American fashion. In eighteen century, people were also very fashionable as we are mostly seeing in the old films and pictures. The fashion was started from Europe and England because on that time Kings and Queens were fashionable and spends money on luxury items. The Queen Elizabeth has famous because of fashion and style, because she is wearing bright dresses, necklace etc. The brands we are use now a day’s also established in many years back like Coach is in the fashion for last 75years. Now a day’s fashion is change every spring, summer and fall because people are more creative to do something different. Social media is the main source to develop the latest fashion between new generations. People are follows facebook, twitter, instagram because celebrities, models, and companies share their fashion with public. In the twenty century people have jobs and money that’s why they start spending on technology, and fashion, on the other side there are competition in the fashion industry so it’s difficult to compete it.

The Fashion Channel (TFC) is a 24*7 cable TV network which is exclusively dedicated to fashion. It was found in 1996 and since then it has been witnessing continuous upswing. According to an annual demographic survey, TFC is having approximately 110 million subscribers of cable & satellite television. But, due to increasing competition with other fashion channels, it is in the need for developing a modern and updated brand strategy.

The Fashion Channel (TFC) is a cable television network that broadcasts 24 hours a day, 7 days a week and is