The Fashion Channel Case Study

All the activities and strategies involved in getting the desired clothing and fashion industry marketing messages to the intended target markets are possible through communications. The global clothing industry has been handling a tough consumer market following the presence of established and competitive fashion rivalry (Smith and Taylor 2004, p. 7). Harvey Nichols has tried to cope with the changing consumer tides through introducing efficient marketing strategies to draw the attention of its consumers.

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 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.

To be faster than other firms in quickly identifying fashion trends and using its vertically integrated value chain to get trendy apparel into its stores.

There are many television show that help the world of fashion, by teaching us how to dress appropriately. In our world this days fashion is defined as just putting on clothes to cover up our nakedness but there is more to that. Its not just about the clothing but the complete accessories from the hair to the makeup, to shoes and bags, etc.

• Fashion Channel must have programs in primetime (8-11 pm) segments which compete with CNN and lifetime. Activities like endorsing celebrities, big designer names and news which attract the 18-34 age groups must be included. These programming activities must be able to create brand loyalty with viewers which is extremely difficult for competitor to take away.

It indeed goes without saying that there already exist plenty of fashion companies and houses in the prevailing fashion industry (Pratap). What this says is that the industry allows for free and unrestrained entry into the market. Conversely, the potential of the likelihood of these new entrants to be worthy adversaries and competitors in the industry (Pratap). New entrants, as Pratap postulates, have mountains to move before they can be afforded a front row seat in the industry. Pratap however appreciates that the creativity of new entrants in the market could see these new entrants offer worthy competition to the already existing fashion companies. In addition, Pratap advances that resources are major constraints to these new entrants as they often have to make plenty of investments. This is at the wake of plenty of bills to pay which include the

One of the things they use to looking for is about the trends of the people. They try to understand their behavior in order to find new ways to increase their sales. One of the major trends that has affected the apparel industry is the increase of customers buying online. The use of internet to buy has been growing because it is comfortable and easier for people without the need to go to the physical store. Technology has changed the traditional way that customers use to buy.

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

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.

Increasing Competition: Today, The Fashion Channel (TFC) is facing a heavy competition with a broad range of other cable networks of fashion channels. These fashion networks may capture some of its market share. Along with this, the strong fashion programming blocks on other channels such as CNN & Lifetime are also presenting a double-edged competitive challenge

The Fashion Channel (TFC) has the second largest female viewership and the second largest viewers in the 18-34 age-groups among the competitors. It operates 24 hours a day, 7 days a week and has an average rating of 1.0. The national consumer survey was carried out to judge cable subscribers about their attitudes towards fashion and TFC. The results indicated that most people agreed that it was important for them to remain updated about fashion, and that they rely on television reports on fashion to plan what to wear and are willing to subscribe to these channels. Moreover, most of them agreed that watching fashion programs on television has a lot of entertainment value for them.

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.

The fashion industry too, is influenced by external forces be they social, political, economic, technological or even competitive, which