Fashion Marketing Test 3

Front 1

Image

Back 1

retailer carries multiple levels of brands (ie store, national, designer brand)
- the fashion marketer must identify a strategy regarding
a) how to promote each brand
b) how much empahsis to place on each brand

Front 2

Desired image

Back 2

the image the store is trying to portray to consumers, employees and stakeholders

Front 3

Actual image

Back 3

perceived by consumers, employees, and stakeholders
- the whole community

Front 4

Open distribution

Back 4

-distribution of the same merchandise within a specified region or area by different dealers
- In this type of distribution, dealers can carry competitive lines and there are no restrictions regarding the number of products a dealer can sell, offer for sale, or deliver to retailers.

Front 5

Exclusive distribution

Back 5

-limited distribution of a product
- the product may be distributed to one retailer or one location of a retailer
-Retail selling strategy typically used by manufacturers of high-priced, generally upscale merchandise, such as cars or jewelry, whereby manufacturers grant certain dealers exclusive territorial rights to sell the product.

Front 6

Temporary Limited Exclusive Distribution

Back 6

Often used to create excitement for a new brand

Front 7

Massclusivity

Back 7

retailers offer limited-edition merchandise to a mass market
-Ex: karl lagerfeld and stell mccartney created limited-edition lines for h&m
- psychological effect on consumers

Front 8

Intrinsic Value

Back 8

perceived by the consumer
- each consumer may view the value of a product differently (you are excited about buying a product because of your opinion and no one elses, your excitment)

Front 9

Extrinsic Value

Back 9

value of the product viewed by others

Front 10

Product Placement

Back 10

- the placement within a store influences consumers ultimate purchasing behavior

Front 11

Destination placement

Back 11

fashions in high demand are placed in the back of the store, department, area

Front 12

impluse placement

Back 12

items sold by impulse at the cash register

Front 13

promotion

Back 13

all the activities that build awareness, interest, traffic, goodwill, and encourage sales

Front 14

push marketing

Back 14

promoting to the marketing channel levels
- business to business marketing

Front 15

Pull Marketing

Back 15

promoting to the consumer to insist on a particular brand

Front 16

medium

Back 16

the venue used to send marketing communications to the target customer (radio)

Front 17

Media Mix

Back 17

combo of several venues used to promote to the target customer and is based upon target customer preferences

Front 18

Methods of promotion

Back 18

Advertising
personal selling
publicity
sales promotions
public relations

Front 19

Advertising

Back 19

a paid message that a buisness sends to the public about product

Front 20

Personal selling

Back 20

personal communicaiton btw customers and sales persona

Front 21

Trickle across

Back 21

- same class level innovators and followers (upper class innovators to upper class followers)
- EX: jeggings, uggs, copies of designers fashions, vintage, gaudy jewelry, t-shirts, tattoos

Front 22

Geographic Theory

Back 22

fashions begin in heavily populated metropolitan areas where there is considerable emphasis on fashion
- in USA fashion begins on west or east coast and trickle to the corner of the country
- surfer look, tattoos

Front 23

Edward Sapir

Back 23

Coined term historical continuity

Front 24

Fashion Cycle

Back 24

popularity, obsolenscence, hibernation, adoption by a new generation, or renewal interest

Front 25

Product Life cycle

Back 25

introduction, rise/growth, culmination/maturity/peak, decline, obsolences