Literature Review of Global Fashion Branding and Marketing

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

In order to be successful fashion marketers have to be future oriented with forecast information about the market. The fashion industry demands that in order to have an effective fashion marketing strategy, companies need to understand and identify their customers, the trends in the fashion industry as well as how the branding and the marketing of their products effects the purchase behavior of the consumers. This knowledge is the main resource available to fashion marketers to develop a marketing strategy for their fashion based products . Marketing in the fashion industry is often difficult as the industry is very volatile with constant changes taking place in its external as well as internal environments. As a result the approaches taken towards fashion marketing have to be adjusted and revamped in order to effectively target the latest and future trends.

Journal of Fashion Marketing and Management Vol. 10 No. 3, 2006 pp. 282-300 q Emerald Group Publishing Limited 1361-2026 DOI 10.1108/13612020610679277

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).

An important tool in marketing, to a successful product, is its company brand name. Today the impact on branding a product has greatly increased the interest of the researchers and the academics. A brand name of a product arouses emotion, memories and a close relationship with the customer. On the other hand, global branding has a greater impact on the customers throughout the world. When it comes to globalization, the growing and expanding of a business solely depends on the brand of the product.

Today, many brands produce a variety of products that are unrelated to the company name. Thus, they must be innovative when naming their products and company. A name must be appealing to the customer and distinctive enough to stand out in their mind. However, companies should avoid over extending a product line. When they begin to expand their product lines, they will fail if they keep the same name for every new product.

consumers are already aware of the brand name and have knowledge about it (Kotler et

No two-brand identities are the same and it is crucial to consider what type of clothing the company will supply to its customers. There is a large difference in the way luxury and fast fashion brands operate which translates to how they create and maintain a brand identity. Some of the major differences are that luxury brands do not respond to rising demand because they want their product to be difficult to buy. The role advertising has for luxury brands is not to sell but to create status. Luxury brands do not use the Internet even though the importance of online coordination was just discussed. Finally, luxury brands do not look for cost reductions (Nieto). They still create an identity by creating a personality or an idea that represents the brand,

First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.

INTERNATIONALISATION OF SPANISH FASHION BRAND ZARA ABSTRACT Purpose Research on the internationalisation of retailing has been mainly focused on market entry issues. This paper attempts to examine the internationalisation process from a branding perspective using Spanish fashion retailer Zara as a case. Methodology/Approach An in-depth case approach was adopted based on extensive secondary research, which include literature published in English and Spanish as well as

Caroline Le Bon’s Fashion Marketing and Harriet Posner’s Marketing Fashion, defines fashion marketing and its elements. Fashion marketing and advertising is the process of analyzing, developing and marketing current fashion trends to satisfy consumer needs. Both or the readings discuss the role of marketing in the fashion industry and its differences to marketing other products. Fashion products are often trended items, temporary items based on design color, fabric and pattern. Le Bon and Posner elaborate the differences in advertising fashion products and advertising classical items. The contemporary fashion industry has confronted many changes because of globalization, the development of new distributions channels, ethical considerations and price sensitivity. Fashion managers must learn about, anticipate and understand the behaviors of their consumers using marketing tools in order to help them react, adjust or revise their attractive fashion products so that they can encourage and stimulate consumers’ desires and improve financial performance. (Le Bon, xvi) Both readings discuss how critical it is for fashion brands to develop a strategic marketing plan and effectively implement it. Caroline Le Bon’s thesis is to discuss the importance of the fashion industry and fashion’s diffusion process along several trends and products each season. She highlights the influences and different elements of a fashion marketing mix. Harriet Posner’s thesis is explain theoretical concepts

relevance in the context of global branding. In doing so, the paper will present literature

Compiled is a case analysis of the Espoir Cosmetics Company’ decision as to whether develop a Global Branding initiative or to carry on with the firms existent Domesticated marketing concept. This document breaks down the operational environment of the firm, and proceeds o avail some recommendations as the best courses of action that Espoir can take.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.