D1 - Evaluate the way in which a fashion retailer has adapted its policies in response to an identified target market characteristic.
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
So far the company’s main focus has been on revenue growth rather than cost reduction but now customers have more options than ever before.
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.
understanding consumers’ needs, how groups of consumers differ from one another, and how consumers decide among products. The market need would be for specialty girls’ childrens clothing The following would be segmentation of the clothing market to help better understand the consumer (potential buyers): Geographic Segmentation Global Region or Country: India, Ect...
Targeting is a method of examining the market segments and follow all or any of the following 3 types: undifferentiated, multisegment (differentiated) and concentration (niche) (Palmer, 2009). Selfridges’ products diversity means its target include both men and women aged >25 years belonging to the high-income group whose interest is fashion and luxury. Thus, Selfridges’ targeting can be said to be concentration (niche); however, due to its prime locations, Selfridges also attracts general public including families, singles and tourist. Therefore, in that aspect, its targeting strategy is differentiated.
Next, we will discuss the target market and provide a rationale for this target market. “Target Marketing is a process of evaluating each market segments overall attractiveness and selecting one or more segments to enter” (Kotler and Armstrong, 2006). Our first target market that we have been marketing to already is that of college students (i.e. males and females between ages 18 – 22). Since we originally started on a college campus, we want to continue to market to them. Also, our other target market is to young adults (males and females 23-29). We chose these target markets specifically for this age group because college students and the young working class find this type of environment inviting and appealing. By adding another market (young adults between ages 23-29), we plan to expand our customer base, and as a result earn more revenue.
Also the loss that Rogers Cable could incur as a result of customer erosion should be taken into consideration while choosing an alternative.
As a consultant, I would apply major marketing strategies that would fit the new consumer segments and also serve the old consumers just the same. Both short and long term marketing strategies are equally needed for urgent and future decisions.
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.
Also the CPM will increase to $2,5 because of a dual targeting. In addition to this the average Rating will increase from 1% to 1.2%. Cons: To ensure that there were selections aimed at both segments; Wheeler needs to spend $20,000,000 more on programming. Because of the determination only on this two segments it can be that the number of the loyal viewers of TCF will decrease. Exercise 3: If you were Dana Wheeler, what would you recommend and why? If I was Dana Wheeler I would recommend TCF that they should adopt Scenario 3. However, Scenario 3 has a few disadvantages. For example the possibility to lose some loyal viewers and furthermore TCF has to spend $20,000,000 more on programming which means investing a lot of money for them. But in my opinion, in Scenario 3, the benefits exceed the disadvantages. On the one hand through this Scenario the Net Income will increase more than $100,000,000. In addition to that the CPM will increase to $2,5 and the average Rating will increase from 1% to 1.2%. On the other hand 50% of all US Television Households consist of Fashionistas and Planners/Shoppers. In these two markets the 18-34 year old female audience represents 50% and 25% of the cluster respectively. TCF should therefore increase the advertising revenue. The Scenario 3 is better than the Scenario 2 because Scenario 2 only focuses on the Fashionistas
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.
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.
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.