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8 Cards in this Set
- Front
- Back
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What is fashion marketing? |
Fashion marketing is the application of a range of techniques and a central business philosophy that focus on existing and potential customers of clothing related products and servicesThe techniques used for fashion marketing are selected based on their suitability This could be reflective of the customer / target market, the product,timing (seasonality), needs of the business, etc. |
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What variables can impact on fashion marketing? |
Legislation changes• Expansion of the EU• BREXIT• Removal of trade barriers• Growth of the internet• Faster & efficient infrastructure• Emerging Market |
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What are the pros to being design led company |
Design students approachedproblems without constraints toenable creativity to flourish- Time- Cost• The thinking being that creativity flourishes when not confined, total freedom from structural factors• Spontaneity, eclecticism and risk taking; challenging the status quo are central to the ‘traditional’ design training |
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What are the pros to being marketing led |
Marketing training embraces different values• Teaching involves the systematic and analytical approach to problems• Setting objectives and quantifying inputs and outputs (such as advertising expenditure or marketshare)• For marketers, success comes fromcareful research and planning not spontaneity and ignoring market realities |
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What are the common values between design and marketing? |
Both parties agree that:• Thorough preparation is key• Application of professional skill• Communication is imperative (different emphasison visual /process)• Functional aspects of clothing (e.g. waterproof) |
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What are the cons to being design led |
The problem with this approach is that it is highly dependant on the intuition and skill of the designer to meet consumer demand and consequently secure a profit |
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What are the cons to being marketing led |
Some argue that this approach creates a blandness amongst the garments |
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What does the fashion marketing concept suggest? |
Integrate both approaches tomaximise the success of the brandand business• Marketing and design are bothintegral to the overall success• Without both components thebusiness would not survive or operateeffectively• An exception; Elite brandsThe reputation, skill and the ideaof the product is supported by strong promotions (advertising) |
