Marketing Strategy Of The Fashion Channel

We live in the generation of fashion and technology. Our wants fashionably override our needs in life. The Australian fashion industry has come to expect a huge splash from Sportsgirl at the Melbourne L’Oreal Fashion Festival, and 2005 set a new benchmark. Ideally, the business will come to the customer by promoting their brand through the launches

Ross Stores, Inc. is an American off-price department store, which has two different stores: Ross Dress for Less and dd’s DISCOUNTS. Ross Dress for Less has around 1,340 stores in 36 states in the United States, and dd’s DISCOUNTS is much younger image than Ross and has 193 stores in 15 states. Its headquarter is located in Dublin, California, and it is the second largest off-price retailer in the USA after TJX Company. Ross offers trendy name brand and designer apparel, accessories, home furniture, footwear, and snacks for everyone from young children to old seniors. Ross Dress for Less and dd’s DISCOUNTS sell products at 20% to 70% off from the regular prices to target people who have limited income but also want to have new products every season. They not only focus on business but also focus on social responsibility. Since they want to know more and be closer to their consumers, they are focusing on four different areas to touch their target customers.

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 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

With our main objective in mind, we have proposed an Integrated Marketing Campaign that is geared towards our target market of young adults. By choosing alternate forms of media that appeal more to our younger target market, we can place Macy’s in these customers’ evoked set. For example, we plan to use media outlets such as social media websites, television, magazines

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.

Hollister Co. was founded in 2000 and is based in Los Angeles, California. The company operates as a secondary business for Abercrombie & Fitch Management. The company provides clothing and accessories for men and women. Hollister’s main target consumers are teenagers. Hollister retails its products through a chain of stores in the United States, Canada, and the United Kingdom. They also sell their products online. The marketing strategies that Hollister use to promote their products are by using a logo, a slogan, and informing what their products are pertaining too. Two of the marketing strategies are very effective in attracting consumers while one of the marketing strategies needs more research to be done. Because of Hollister’s well known slogan, attractive logo, and the way they use celebrities to represent their product, this makes them unique compared to other clothing businesses.

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

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

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

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.

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 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.