1. Fashion Marketing: INFO Required!

2. Who is the Customer? Market Segments:
Demographic information: customers are divided based upon age, gender, ethic group, nationality, education, and income
Psychographic information: uses characteristics such as ideology, values, attitudes, and interests

3. Who is the Customer?
Target Market: the group of people characterized by demographics and psychographics that a business purposes seeks as customers

4. Managing Information Collecting information about consumer groups
Focusing on consumption habits of target markets
Analyzing how the group is acting toward the merchandise

5. Importance of the Marketing Concept
Successful businesses always keep customer needs in mind during design, production, and distribution of products

6. Successful Fashion Marketers
Ask customers what they want then exceed their expectations
Methods of gathering information:
Market Research
Focus Groups
Surveys
Observations
Study Competitions
Sales (Point of Sales)

7. Global Markets Due to the nature of the fashion industry:
Increase knowledge of cultures
Collect information about needs and wants of diverse cultures
Study trends in areas known for trendsetting in order to better prepare for upcoming trends in your market
Use of internet, use of other markets for manufacturing, ease of shipping on a global basis

8. Product and Place Predicting Fashions:
Merchandiser: plans the styles, prices, and number of garments to be produced or purchased based upon the information available
Forecasters: predicts trends and decides on colors and details that make the next season’s fashions different and exciting
Predictions are made up to 18 months in advance

9. Fashion Channels
Channels of Distribution: paths and businesses involved in moving the product from the idea stage to the consumer
Indirect Channels: require intermediaries who help get the product to the consumer. Intermediaries add value to the product by increasing the availability of the product
Direct Channels: involve both producing the goods and selling them directly to the consumer

10. Distributing Fashions
Manufacturing Retailers: manage, finance, and market garments, but contractors are hired to produce the product (ZARA)
Contractors: businesses hired to provide the equipment and labor to cut and sew garments
Economy of Scale: the price per garment is low due to large volume production (start-up costs)

11. Distributing Fashions
Vertical Integration: when companies perform more than one business activity such as managing, financing, and marketing.

12. It’s All in the Name
Private Labels: a line of garments produced for only one retailer
Brand Names: identifies the product for retailers
Licensing Agreement: legal contract in which a manufacturer agrees to produce garments with the brand name and pay the original owner of the brand name a royalty fee (% of the sales)