Marketing in Fashion Essay Example | Topics and Well Written Essays - 3250 words

Marketing in Fashion - Essay Example The essay "Marketing in Fashion" concerns the fashion marketing. Marketing research is a primary strategy used by marketers to assess the market environment and the customer-mix and to learn the customers’ needs. A shop-window provides 24-hour advertising and creates and identity for the shop. Using celebrities as models has also been a successful marketing strategy. Advertising has always been an effective marketing strategy for fashion clothing. Creating and using catchy terminology to describe fashion apparel is a recent and effective trend in fashion marketing. PR events such as press and commercial events play a significant role in fashion marketing communications. Meeting sociological needs of the people like overweight, age and utility is an emerging trend. An example is the marketing of designer clothes for plus-size women. Building customer relationships can help create new customers and keep the old ones. A well-recognised brand name is the most valuable asset of any business. This can increase customer loyalty in the short term as well as retain substantial value long term. Lastly and most importantly, assuring employees that the organisation values their input is important for the success of any campaign.Marketing fashion is a process that ensures that the products, from the producers’ hands, reach the consumers’ hands by motivating the consumer to buy the products. However, marketers cannot coerce customers into buying and this is especially true for the fashion industry as evidenced.... Lastly and most importantly, assuring employees that the organisation values their input is important for the success of any campaign. FASHION MARKETING: A CONTEMPORARY REVIEW 1. Introduction Marketing fashion is a process that ensures that the products, from the producers' hands, reach the consumers' hands by motivating the consumer to buy the products. However, marketers cannot coerce customers into buying and this is especially true for the fashion industry as evidenced by the failure of the Woolworths womenswear retail chain (Bohdanowicz & Clamp 1994, p.2). Marketers of fashion will have to consider all factors that influence the industry to ensure successful reception of products. While consumer preferences and utility would be the main factors to be considered while marketing fashion, with the increasing popularity for green products, social marketing strategies will have increased significance in fashion marketing in the coming decades. This report aims to analyse all marketing issues including those relating to the market environment, consumer behaviour and consumer relationships, marketing research, promotions like shop-window dressing, advertising, fashion shows , using celebrities as models, advertising, advertising jargons, creating brand equity, PR events, etc., sociological needs and staff involvement. Marketing tools like brochures, catalogues, press kits, look books, etc. have not been included in the report as they are routine and general, and do not have any specific use in fashion marketing in particular. 2. Market environment In the fashion industry, the external environment poses several challenges to marketing, which can be classified as