2. Chapter 2 Fashion and Marketing
Fashion and Marketing
Fashion Marketing Basics
Marketing Strategies
2
3. Fashion and Marketing
Chapter Objectives
Define the term marketing.
Explain types of customer characteristics used
to define a target market.
Explain fashion merchandising.
Describe the four components of the marketing
mix.
Identify the four types of promotion.
Identify the seven functions of marketing.
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4. Fashion and Marketing
How Fashion Is Marketed
Marketing is a series of marketing the
activities that fashion process of developing,
promoting, and
businesses undertake so distributing products to
that customers will buy satisfy customers’
products from them instead needs and wants
of their competitors.
Section 2.1 4
5. Fashion and Marketing
The Marketing Concept
To market effectively, marketing concept the
fashion marketers follow idea that businesses
must satisfy customer
the principles of the needs and wants in order
marketing concept. to make a profit
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6. The Marketing Concept
Identify
customers
Determine what
Business customers want
Make the right products
Communicate to
available at the right time
customers
and at the right price
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7. Fashion and Marketing
The Marketing Concept
Retailers must consider the location, atmosphere,
and the image of the store.
Products must match style, quality, and price to
their customers.
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8. Fashion and Marketing
Target Market
Fashion marketers can target market the
conduct research to identify specific group of people
that a business is trying
a target market. to reach
Identifying a target market market segmentation
a way of analyzing a
is achieved through market market by categorizing
segmentation. specific characteristics
Section 2.1 8
9. Fashion and Marketing
Target Market
Specific customer demographic statistics
characteristics that are that describe a population
in terms of personal
expressed as statistics characteristics such as
include: age, gender, income,
ethnic background,
Demographics education, religion,
occupation, and lifestyle
Section 2.1 9
10. Fashion and Marketing
Target Market
Specific customer psychographics
characteristics that are studies of consumers
based on social and
expressed as statistics psychological
include: characteristics such as
attitude, interests, and
Psychographics opinions
geographics statistics
Geographics about where people live
Section 2.1 10
11. Fashion and Marketing
Target Market
Specific customer behavioristics statistics
characteristics that are about consumers,
attitudes, use, or
expressed as statistics response to a product
include:
Behavioristics
– Purchase occasion
– Product benefits
– Usage level and
commitment
Section 2.1 11
12. Fashion and Marketing
Diverse and Changing
Markets
The fashion market is too large and too diverse to
reach with a single marketing approach.
Consumer buying habits do not always remain the
same.
Businesses must offer new products and develop
strategies that affect their diverse customer bases.
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13. Fashion and Marketing
Fashion Merchandising
Fashion merchandising fashion merchandising
involves developing plans to the planning, buying, and
selling of fashion apparel
make products available. and accessories to offer
the right merchandise
blend to meet consumer
demand
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14. Fashion and Marketing
Fashion Merchandising
Merchandising is the main function of apparel
retailing.
Retailers buy large quantities of goods at wholesale
prices.
Retailers sell the goods individually at retail prices.
Retailers are also responsible for store operations,
financial control, personnel, and sales promotion.
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15. Fashion and Marketing
Fashion Merchandising
Merchandising market factors include:
Economic issues that influence customer buying habits
New technology developed by a competitor
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16. Fashion and Marketing
Fashion Online
Operating an e-tail business on an electronic channel—the
Walking past attractivelydue to design, delivery, returns, and
Web—can be costly, displayed fashions in store windows
operating expenses.
can easily lure you into a store to shop. However, it’s not so
easy to draw customers online.
Though Many larger dot-com companies crashed in the
Research indicates thatlike Harris Cyclery of West Newton,
1990’s, small stores 99 percent of pop-up or banner ads
Massachusetts, actually increase sales using a basic Web
dosite. get clicked. One solution is linking through rides sites
not Today, a third of Harris’s bicycle business Web in on
that alreadyto get hard-to-find parts and personal service.
the Web attract an established demographic.
Describe an e-business’s home page to your class after
viewing one through marketingseries.glencoe.com.
For more information, go to marketingseries.glencoe.com.
Section 2.1 16
17. Fashion and Marketing
2.1
1. What is a target market?
2. What customer characteristics are used to
segment markets?
3. What is fashion merchandising?
Section 2.1 17
18. Fashion and Marketing
The Marketing Mix
and Fashion
To successfully sell a marketing mix four
fashion product to target basic marketing
strategies, known as the
customers, businesses must four Ps of marketing—
apply the marketing mix. product, place, price, and
promotion
Section 2.2 18
19. The Marketing Mix and Fashion
Product
Advertising
Sales Promotion
Place
The Four Ps Publicity
Price Public Relations
Personal Selling
Promotion
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20. Fashion and Marketing
Marketing Strategies
There are three strategies that fashion marketers
use to increase their business:
1. Increase the number of customers.
2. Increase the average transaction.
3. Increase the frequency of repurchase.
Section 2.2 20
21. Fashion and Marketing
Channels of Distribution
Before merchandise channel of distribution
reaches the consumer, it the path a product takes
from the producer to the
goes through the channel consumer
of distribution.
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22. Fashion and Marketing
Channels of Distribution
A direct channel of distribution is a path of
distribution in which products are sold by the
producer directly to the consumer.
An indirect channel of distribution is a path of
distribution of products that involves one or more
steps, or intermediaries.
Section 2.2 22
23. Fashion and Marketing
Channels of Distribution
For apparel and home furnishings, the movement
through the channels of distribution is called the
soft-goods chain.
This chain includes three specific segments:
1. Textile segment
2. Apparel segment
3. Retail segment
Section 2.2 23
24. Fashion and Marketing
The Functions of
Marketing
There are seven functions functions of marketing
of marketing. the activities that include
product/service
management, distribution,
financing, pricing,
In order to have a successful marketing-information
fashion business, business management, promotion,
and selling
owners follow the principles
of these functions.
Section 2.2 24
25. Fashion and Marketing
The Functions of
Marketing
Product/Service Management Function
Fashion producers must look for new ways to use
existing items or produce new ones that will
continue to interest the consumer.
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26. Fashion and Marketing
The Functions of
Marketing
Distribution Function
The distribution of goods includes the methods of
physically moving and storing goods.
Distribution technology allows businesses to track
and monitor merchandise all the way from the
manufacturer to the retail outlet to the customer.
Section 2.2 26
27. Fashion and Marketing
The Functions of
Marketing
Financing Function
Financial planning can include many factors, such
as production costs of the product, product pricing
for the customer, and everyday expenses such as
rent, supplies, and payroll.
Section 2.2 27
28. Fashion and Marketing
The Functions of
Marketing
Pricing Function
Pricing includes determining how much to charge
for goods and services in order to maximize
profits.
Section 2.2 28
29. Fashion and Marketing
The Functions of
Marketing
Marketing-Information Management Function
There are five main elements in a marketing-
information system:
1. Input
2. Storage
3. Analysis
4. Output
5. Decision making
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30. Fashion and Marketing
The Functions of
Marketing
Promotion Function
Promotion is the communication technique a
business uses, such as advertising and other
promotional methods, to interest customers in
buying the products.
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31. Fashion and Marketing
The Functions of
Marketing
Selling Function
The selling function involves the direct personal
contact that businesses have with their customers.
Sales personnel must be able to communicate
the benefits and features of the items so that
customers are willing to pay higher prices.
Section 2.2 31
32. Fashion and Marketing
Marketing the Fashion
Product
Successful fashion marketers combine the
marketing mix and the functions of marketing to
develop, distribute, and promote their fashion
products.
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33. Fashion and Marketing
2.2
1. What are the four Ps of marketing?
2. What three marketing strategies are used to
increase retail business?
3. What are the seven functions of marketing?
Section 2.2 33
34. Fashion and Marketing
Checking Concepts
1. Explain the term 3. Fashion
2. demographic,
1. Marketing is
marketing. the process of is
merchandising
psychographic,
developing, and
the planning,
geographic,
2. List four types of promoting, and
buying, and
behavioristicselling
customer characteristics distributing
of fashion apparel
products to satisfy
and accessories to
used to identify a target
customers’ needs
offer the right
market. and wants. blend
merchandise
to meet consumer
3. Describe fashion
demand.
merchandising.
continued 34
35. Fashion and Marketing
Checking Concepts
4. Name the components 4. A direct channel of
6. Different methods
5. product, place,
distribution is a path of
include sales
price, and
of the marketing mix. distribution in which
promotion, sold by
promotion publicity
products are
and public directly to
the producer
5. List the different methods relations,
the customers. An
of promotion. indirect channel of
advertising, and
distribution selling. of
personal is a path
distribution of product
6. Explain the different that involves one or
channels of distribution. more steps or
intermediaries.
continued 35
36. Fashion and Marketing
Checking Concepts
7. Identify the activities 7. The marketing mix
8. Activities include
includes four basic
associated with the product/service
marketing strategies
management, Ps of
functions of marketing. also called the four
distribution,
marketing—product,
place, price, and
financing, pricing,
Critical Thinking promotion. To sell and
marketing- all
market products,
information
businesses conduct
8. Compare the marketing management,
marketing activities listed
mix with the functions of in #7 that can be
promotion, and
classified into seven
marketing. selling.
basic functions that
include the four Ps.
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Quick Check Answers It is the specific group of people that a business is trying to reach. demographics, psychographics, geographics, and behavioristics It is the planning, buying, and selling of fashion apparel and accessories to offer the right merchandise blend to meet consumer demand.
Quick Check Answers product, place, price, and promotion Strategies include increasing the number of customers, increasing the average transaction, and increasing the frequency of repurchase. The seven functions of marketing include product/service management, distribution, finance, pricing, marketing-information management, promotion, and selling.
Checking Concepts Answers Marketing is the process of developing, promoting, and distributing products to satisfy customers’ needs and wants. demographic, psychographic, geographic, and behavioristic Fashion merchandising is the planning, buying, and selling of fashion apparel and accessories to offer the right merchandise blend to meet consumer demand.
Checking Concepts Answers product, place, price, and promotion Different methods include sales promotion, publicity and public relations, advertising, and personal selling. A direct channel of distribution is a path of distribution in which products are sold by the producer directly to the customers. An indirect channel of distribution is a path of distribution of product that involves one or more steps or intermediaries.
Checking Concepts Answers Activities include product/service management, distribution, financing, pricing, marketing-information management, promotion, and selling. The marketing mix includes four basic marketing strategies also called the four Ps of marketing—product, place, price, and promotion. To sell and market products, all businesses conduct marketing activities listed in #7 that can be classified into seven basic functions that include the four Ps.
