Kumkum ,Fashion Design ,Dezyne E'cole College
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Fashion Marketing , Second year Fashion Design , Dezyne E'cole College. www.dezyneecole.com
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Kumkum ,Fashion Design ,Dezyne E'cole College
- 1. 2nd Year Fashion Design ( NSQF Level-6 of NSDC) Dezyne E’cole College, www.dezyneecole.com
- 2. Project Report on Fashion Marketing At Dezyne E’cole College Submitted to Dezyne E’cole College Toward The partial fulfillment of the Two year Diploma in Fashion Design By kumkum NSQF Level 6, NSDC Dezyne E’cole College 2017-18
- 3. This Project Of Ms. kumkum Student Of Fashion Technology With Two Years Advance Diploma Program Has Been Checked And Graded As________________________________________________ Thanks Principal [Seal & Signature]
- 4. I am Kumkum student of 2nd year diploma Fashion Technology of Dezyne E’cole College, would Like to express my gratitude to each and every person who has contributed in stimulating suggestions and encouragement which really help me to coordinate in finishing my project. I also thank Dezyne E’cole College who provided insight and expertise that greatly assisted the project also a special thanks to my teachers, Parents and colleagues who have supported me at every step. Not to forget the almighty who blessed me with good health because of which I worked more efficiently and better. Kumkum 2nd Year Diploma In Fashion Design NSQF Level 6, NSDC Acknowledgement
- 5. Marketing Mix Marketing Triangle Fashion Marketing/ Fashion Cycle Market Segmentation 4P’s and 4C’s The 7P’s of Marketing Mix Types of Selling Product and Market Segments within the market channel The supply chain of cotton t-shirt Types of Fashion Marketing Fashion Marketing Two views of fashion Marketing Marketing Concept Marketing Concept Marketing Environment The Marketing Environment Company’s Micro Environment Company’s macro Environment
- 6. FASHION MARKETING Fashion marketing is the application of a range of techniques And a business philosophy that centers that centers upon the customer and potential customer of clothing and related products and service in order to meet the long-term goals of the organization. The very nature of fashion. Where change is intrinsic. Gives different emphasis to marketing activities. The role of design in both leading and reflecting consumer demand results in a variety of approaches to fashion marketing. Design centered Fashion marketing concept Failure Marketing centered Low High Concern for customers and profit Concernfor Fashiondesign High Low HAUTE COUTUR E COUTUR E PRET-A-PORTER (Ready to wear luxury collections) HIGH END CHAIN LOVERS – Diffusion and bridge brands MASS PRODUCTION – High street and economy FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 7. Design cantered: fashion marketing as promotion Marketing is seen as synonymous with promotion. All marketing activity carried out by either public relations advertising departments or agencies. Marketing cantered: design as a research prescription Marketing is dominant Someone must respond to the specification of Customer requirements as requirements as established by marketing Research. FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 8. FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING Two Views of fashion marketing sample statements Fashion Marketing is the Same as Promotion Design should be based Solely on marketing research assumption Sell what we can make Make what we can sell orientation Design centered Marketing centered Alleged drawbacks High failure rates Relies on intuition Bland designs Stifles creativity
- 9. Marketing concept Marketing concept-the idea that businesses must satisfy customers’ needs and wants in order to make a profit. • Fashion products are presented in a way that make the customer must offer the merchandise • Fashion marketers must offer the right product at the right time and right price. • Must develop strategies to tell selected market about these products. FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 10. S W O T VMV Macro environment LegalEconomic Social technological political Microenvironment Suppliers Customers Distributors Competitors Company The marketing environment FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 11. FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 12. COMPANY’S MICROENVIRONMENT • Marketing management’s job is to build relationships by creating value & satisfaction. • The success of marketing plans requires working closely with the company’s microenvironment. Suppliers Company Competitors Marketing intermediaries Customers Publics FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 13. THE COMPANY MACRO-ENVIRONMENT • The company and all of the other actors operate in a larger macro-environment Of forces that shape opportunities and pose threats to the company. FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 14. MARKETING MIX • The marketing mix is apart of the organization planning process and consists of analyzing the defined • How will you design , package and add value to the product? Product strategies. • What price strategy is appropriate to use? Price strategies. • Where will the firm locate? Place strategies. • How will the firm promote its product? Promotion strategies. • Functionality • Appearance • Quality • Packaging • Brand • Warranty • Service/ support • List price • Discounts • Allowances • Financing • Leasing options • Advertising • Personal selling • Public relations • Message • Media • Budget • Locations • Logistics • Service levels • Channel members • Channel motivation • Market coverage product Price Placement Promotion FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 15. The Marketing Triangle • Illustrates the relationships within marketing Customers CompanyCompetitors FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 16. • The first marketing task is to determine the right products • Marketing people must decide what goods or services are in demand • The need and wants of customers must be translated into desirable products • Social trends often provide a clue to the types of products that consumers will want ! THE FASHION CYCLE Fashion cycle: a period of time or life span during which the fashion exists, moving through five stages from introduction through obsolescence. FASHION CYCLE ACCEPTANCE TIMELINE PEAK FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 17. Haute couture Designer ready-to-wear Luxury brands Mid-level brands High street retailers Fashion trend setters Compiled by the researcher from Sorger and Udale (2006) Fashion trend adopters FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 18. 4P’S 4C’S 4P’S 4C’s (Customer perspective) Price cost Product customer value Promotion communications Place convenience 4P’s represent the sellers thinking 4C’s remind us that customer want: • Value • Low • High convenience • Communication with , not promotion at FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 19. The 7Ps Marketing mixProduct Promotion Price Place People Process Physical essences FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM
- 20. Producer Consumer Producer Retailer Consumer Producer Wholesaler Retailer Consumer Selling directly to consumers Selling through retailers Selling through wholesalers FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 21. Growth in existing product Markets • Increase market share • Increase product usage increase the frequency used increase the quantity used revitalize the brand find new application for current users Product development • Line extensions • Expand the products scope • Develop a new-generation products • Develop new products for the same marker Market development • Expand geographically • Target new segment Diversification invoicing new Products and new markets • Related • Unrelated Vertical integration strategies • Forward integration • Backward integration Present markets New Markets Vertical Integration Present products New products FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 22. Bouquets of high- Quality flower and Foliage ; exclusive Flower arrangements, Mono-bunches using High-quality flowers (long stems , big buds) Or special varieties , Flower arrangements For special holidays Highest quality requirements. Bouquets priced {30 and above Primarily high-quality florists Average- price bouquets , quality roses of medium length , quality mono-bunches. Average quality requirements. increasingly social and environmental Certification. Bouquets priced around { 15-30 Primarily florists and street vendors(kiosks) Average quality sourced to sell quickly ; high volume and low prices. Bouquets priced up to {15 . Primarily stations, street market stalls Low-priced mono- bunches(e.g. chrysanthemums, carnations or gerbera daisies) and discount bouquets. Top Segment Middle segment Low Segment Segments within the consumer-use market channel FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING
- 23. FASHION MARKETING 2018 FASHION DESIGN SECOND YEAR / APRIL 2nd Year Fashion Design Diploma (NSQF Level-5 Of NSDC) DESIGNED BY : KUMKUM FASHION MARKETING