The Marketing plays a vital role in promoting the business and mission of an organization. It serves as the face of your company, coordinating and producing all materials representing the business. It is the Marketing job to reach out to prospects, customers, investors and/or the community, while creating an overarching image that represents your company in a positive light. There are 7 function of fashion marketing.

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Anil Kumar ,
Lecturer (Textile Design)
Pandit Lakhmichand State University of Performing &
Visual Arts , Rohtak
E-mail-anilkumar@plcsupva.ac.in
Mobile no. +919729138649

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Chapter Objectives
Define the term marketing.
Explain types of customer characteristics used
to define a target market.
Explain fashion merchandising.
Describe the four components of the marketing
mix.
Identify the four types of promotion.
Identify the seven functions of marketing.

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What is Marketing ?
Marketing is a social and
managerial process by
which individuals and
groups obtain what they
need and want through
creating and exchanging
products and value with
others
By Philip Kotler
Marketing is a series of
activities that fashion
businesses undertake so
that customers will buy
products from them instead
of their competitors.
Marketing is a process
of developing, promoting,
and distributing products
to satisfy customers ’
needs and wants

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Marketing role in Business organization
Marketing co-exists in companies as
an equal partner with Operations
and Finance/Accounting
Many organizations, Marketing
personnel are the ‘natural’ future
leaders (P&G, other consumer
goods marketers)
Marketing
Selling
Production
Product

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The Marketing Concept
To market effectively, fashion
marketers follow the principles
of the marketing concept.
marketing concept the
idea that businesses
must satisfy customer
needs and wants in order
to make a profit
1. Needs, Wants, and
Demands
2. Products and Services
3. Value, Satisfaction and
Quality
4. Exchange, Transactions
and Relationships
5. Markets

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The Marketing Concept
Retailers must consider the
• location
• atmosphere, and
• image of the store.
Products must match
• style,
• quality, and
• price to their customers.
As business philosophy has evolved, so has the role of
marketing…customer satisfaction is now at the core of most
successful corporations

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Target Market
Fashion marketers can
conduct research to identify
a target market.
target market the
specific group of people
that a business is trying
to reach
Identifying a target market
is achieved through market
segmentation. market segmentation
a way of analyzing a
market by categorizing
specific characteristics

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The Marketing Concept
Business
Determine what
customers want
Identify
customers
Make the right products
available at the right time
and at the right price
Communicate to
customers

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Target Market
Specific customer characteristics
that are expressed as statistics
include: psychographics studies of
consumers based on social
and psychological
characteristics such as
attitude, interests, and
opinions
2. Psychographics
3. Geographics
4. Behavioristics
– Purchase occasion
– Product benefits
– Usage level and commitment
geographics statistics about
where people live
behavioristics statistics
about consumers, attitudes,
use, or response to a product
demographics statistics that
describe a population in terms of
personal characteristics age,
gender, income, ethnic
background, education, religion,
occupation, lifestyle
1. Demographics

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Diverse and Changing Markets
The fashion market is too large and too diverse to reach
with a single marketing approach.
Consumer buying habits do not always remain the same.
Businesses must offer new products and develop
strategies that affect their diverse customer bases.

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Fashion Merchandising
Fashion merchandising
involves developing plans to
make products available.
fashion merchandising
the planning, buying, and
selling of fashion apparel
and accessories to offer
the right merchandise
blend to meet consumer
demand

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Fashion Merchandising
Merchandising is the main
function of apparel retailing.
Retailers buy large quantities of goods at wholesale
prices.
Retailers sell the goods individually at retail prices.
Retailers are also responsible for store operations,
financial control, personnel, and sales promotion.

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Fashion Merchandising
Merchandising market factors include:
Economic issues that influence customer buying habits
New technology developed by a competitor

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The Marketing Mix and Fashion
To successfully sell a fashion
product to target customers,
Businesses must apply the
marketing mix.
marketing mix four basic marketing
strategies, known as the four Ps of
marketing—product, place, price, and
promotion
The Four Ps
Place
Price
Advertising
Sales Promotion
Publicity
Public Relations
Personal Selling
Promotion
Product

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Marketing Strategies
There are three strategies that fashion marketers
use to increase their business:
1. Increase the number of customers.
2. Increase the average transaction.
3. Increase the frequency of repurchase.

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Channels of Distribution
Before merchandise reaches the
consumer, it goes through the
channel of distribution.
channel of distribution
the path a product takes
from the producer to the
consumer
Channels of Distribution
For apparel and home furnishings, the movement through
the channels of distribution is called the soft-goods chain.
This chain includes three specific segments:
1. Textile segment – fiber, yarn, fabrics
2. Apparel segment – design, manufacture, wholesale
3. Retail segment- stores selling to consumers

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The Functions of
Marketing
There are seven functions
of marketing.
functions of marketing
the activities that include
product/service
management, distribution,
financing, pricing,
marketing-information
management, promotion,
and selling
In order to have a successful
fashion business, business
owners follow the principles
of these functions.

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The 7 Functions of Marketing
1. Product/Service Management Function
Fashion producers must look for new ways to use existing
items or produce new ones that will continue to interest
the consumer.
2. Distribution Function
The distribution of goods includes the methods of
physically moving and storing goods.
Distribution technology allows businesses to track and
monitor merchandise all the way from the manufacturer to
the retail outlet to the customer.

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The 7 Functions of Marketing
3. Financing Function
Financial planning can include many factors, such as
production costs of the product, product pricing for the
customer, and everyday expenses such as rent, supplies,
and payroll.
4. Pricing Function
Pricing includes determining how much to charge for
goods and services in order to maximize profits.

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The 7 Functions of Marketing
5. Marketing-Information Management
Function
There are five main elements in a marketing-
information system:
1. Input
2. Storage
3. Analysis
4. Output
5. Decision making

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The 7 Functions of Marketing
6. Promotion Function
Promotion is the communication technique a business
uses, such as advertising and other promotional methods,
to interest customers in buying the products.
7. Selling Function
The selling function involves the direct personal contact that
businesses have with their customers.
Sales personnel must be able to communicate
the benefits and features of the items so that customers are
willing to pay higher prices.