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MA Strategic Fashion Marketing Essay
Introduction
What is the real fashion? The French Fashion Institute (IFM) and HEC Paris Business School claimed that the fashion is an attitude and a harmonious combination of color matching. And the real cause http://www.ukassignment.org/lxszy/ puts these fashion belts into people's lives is marketing. This essay will firstly explain that the real fashion is relying on marketing strategies to promote. Following this, it will describe strategic fashion marketing theory and specific marketing methods. Finally, it will illustrate the significance of brand strategy that makes better promotion of fashion products by giving an example.
Strategic Fashion Marketing— the Real Design of the Masters
If fashion is compelled into the market without the marketing, then it can only ever be the designer's sketch writing paper. Several years ago, if someone wanted to sell pants full of holes to customers, one would think this man was probably crazy. But now, the young people who are wearing jeans with holes can be seen everywhere (Diego Rinallo, 2006). That's exactly what the charm of the marketing strategy is.
Many fashion brands have been increasing emphasis on the importance of marketing strategy. These visionary companies transferred their focus from design to marketing. Marketing is the process that creates and delivers value to customers; the most important is its value-oriented property (Philip Kotler, 1969). The fashion value is one of the fundamental values that customers pursuit. When marketing combined with fashion, then those products which embody the designer's creativity and efforts have more cultural content and artistic atmosphere, which mean a deeper imprint marked in the minds of consumers. So in a sense, marketing fashion strategies are necessary tools for company's success. Enterprise establishes, maintains and strengthens the cooperative relationship between itself and consumers. From the foregoing, fashion marketing strategy is not only fashionable clothing booster, but also the key factor of garment enterprise survival.
To Lead the Fashion by Using Marketing Strategies
The market is the most sensitive percipient on the fashion. Enterprises can use the specific circumstances of the market to detect the real needs of consumers exquisitely, and thus to produce the products which can meet their needs (Möller, 2006). The marketing strategy is the principle that guides the enterprises to be established in the direction of the market transformation.
Culture, brand and marketing are important concepts of strategic fashion marketing. The ultimate purpose of marketing strategies is creating the unique value for consumers. There are three steps of marketing management. Firstly, companies must analyze market opportunities (Ellis, 2006). According to the intensely competition in the market nowadays, the enterprise which wants to have good prospects of the gain must be good at discovering the potential demands of consumers to seek market opportunities (Golfetto and Gibbert, 2006). Then, the enterprise is about to make the market segmentation. For the clothing market, according to the different genders, professional backgrounds, ages, regions and consumption levels, companies should address the different needs of consumers for market segmentation, targeted marketing to start activities. http://www.ukassignment.org/lxszy/ The next is to analyze the demand trends, competitive conditions and characteristics of each market segment, and to select the suitable target market in accordance with its own advantages. The development of the corporate marketing strategy is reflected in the design of the marketing mix. The marketing mix strategy has also been changing from the "4Ps" (McCarthy, 1998),"6Ps" (Philip Kotler, 1967) to the "4C" (Lauterborn, 1990). Enterprises will be able to optimize and mix the marketing elements that can be controlled and form their own unique marketing mix.
Consumers will understand the fashion indeed and then accept it after companies using a series of marketing activities. Marketing gives different meanings to the fashion, so that these beautiful clothes are no longer cold products, but the spiritual symbol with the soul and the connotations.
Brand Fashion Charm
All premium brands regard the culture as a core, and all highly successful marketing is depending on the brands with high value. Brand marketing is the strategy and process which create brand value and eventually obtain the brand benefit by exploiting the consumer brand (Winter, 2003). Brand marketing shows the image of the enterprise, a good reputation and visibility to consumers and thus in the minds of consumers to form the brand image of the enterprise's products or services. Nowadays, most clothing enterprise's managers have already identified the charm and value space of the brand, and are constantly striving to create the brand-name products.
Speaking of Chanel which plays a decisive role in the classic fashion brands, people always coming up with its classic camellia, No. 5 perfume, tweed material suits, chain flexion gold lozenge bag , black two-tone shoes , costume jewelry, etc. (Daniele Bott, 2010). It has become a symbol of lady's elegant fashionable taste. Chanel has its unique culture and connotation, which also are the sources of its enduring spiritual charm (Jacoby and Chestnut, 1978). The Chanel Company brought the life experiences of Coco Chanel who created the Chanel into the brand, so Chanel with its distinct brand culture and style emerged from the many fashion brands, won the consumers' recognition and favor.
A brand is more than just the mark of the product, but also the product quality, performance and services that a brand reflected on. The charm of the brand itself will make it really invincible.
Conclusion
In conclusion, the strategic fashion marketing which built on the basis of culture and brand is truly viable. Fashion Marketing is a systematic project requires not only the garment enterprise to publicize through advertising and promotion, but also needs to make fashion marketing at the beginning of product design. The establishment of brand loyalty and brand preference is a prerequisite for brand building. Enterprise needs to have a good market reputation and ethics as the guarantee, as well as the ability to track and adjust consumers AAU (Awareness, Attitude and Usage).
References
Diego Rinallo, 2006. Representing markets: The shaping of fashion trends by French and Italian fabric companies. Industrial Marketing Management, 35(7), pp. 856-869.
Daniele Bott, 2010. Chanel: Collections and Creations. London: Thames & Hudson.
Ellis, P. D., 2006. Market orientation and performance: A meta-analysis and cross- national comparisons. Journal of Management Studies, 43(5), pp.1089−1107.
Golfetto, F., Gibbert, M., 2006. Marketing competencies and the sources of customer value in business markets. Industrial Marketing Management, 35(8), pp.904−912.
Jacoby, JW and RW Chestnut, 1978. Brand Loyalty Measurement and Management. New York: Wiley. Kasper.
Lauterborn R., 1990. http://www.ukassignment.org/lxszy/ New Marketing Litany: Four P's Passé; C-Words Take Over. Advertising Age, 3 Nov., pp.18-20.
Möller, K, 2006. Role of competences in creating customer value: A value-creation logic approach. Industrial Marketing Management, 35(8), pp.913−924.
McCarthy, E. Jerome, 1998. Basic Marketing: A global-managerial approach. Boston: Irwin/McGraw-Hill.
Philip Kotler, Sidney J. Levy, 1969. Broadening the Concept of Marketing. Journal of Marketing, 33, pp.10-15.
Philip Kotler, Sedney J. Levy, 1969. Broadening the concept of marketing. Journal of marketing, 33(1), pp.10-16.
Winter, S., 2003. Understanding dynamic capabilities. Strategic Management Journal,
24(10), pp.991−995.
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