Challenges Faced while Marketing 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)

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

The problem that “THE FASHION CHANNEL” (TFC) faces is the selection of the right market segmentation and positioning strategy in order to maintain its position as a leader in fashion related networks, in addition to boosting its advertising sales and viewership ratings.

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

Today, fashion choices plays a major role in influencing the self-perception of different people. In order to understand how this happens, it is a good idea first to ascertain what self-perception is. This is the view of an individual about themselves as well as the physical and mental attributes that make up the individual. The theory of self-perception holds that individuals tend to develop certain attitudes through making observations of their own behavior as well as making conclusions of the attitudes that have led to them. One of the elements that influences self-perception is fashion choices. This is what this research paper will be based on. The paper will examine in details how fashion choices influences the self-perception of different people.

Depending on the product, staff interacts with a trainer of Sephora. Training is provided when a new product is introduced.

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

Because our main selling point is “local”, so our promotion strategy should focus on local market.

Please read and analyze this case on market segmentation and targeting options for a cable television network dedicated to fashion programming. No research into the industry or firm is necessary. Please use only the information provided by the case.

| Fabio Ciquera (FC), Abdullah Abo Milhim (AB), Karen Bacchus (KB), and Claudia alvarez kuzteer (CA),

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.

The company can not sustain in the competitive environment without undergoing change in its strategy. Therefore, company has to rebuild its strategy around the profitable consumer segment. The company is required to make marketing initiatives concerning the interest, awareness and perceived value of the consumer. Thus, identifying the consumer groups of high worth can bring huge profits and revenue for TFC (Stahl, 2007).

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

Although The Fashion Channel has realized growth year over year, increased competition and lower perceived value from viewers is starting to threaten the network’s ad revenue.  TFC is no longer an exclusive source of fashion content and ad buyers have realized that.  The network’s strategy of providing very diverse programming has potentially alienated some of its most valuable viewers.  Furthermore, the lack of a more focused marketing strategy towards any specific age group, or gender, has failed to convince viewers of the value the network provides.  This team has conducted a quantitative analysis of the market and provided a set of potential alternatives with financial calculations to forecast potential revenue gained or lost from the changes to programming and marketing strategy.