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Bell Ringer

Bell Ringer. What is the sale price of an item that is $179.99 and is 15% off? . Bell Ringer Answer. $179.99 * 15% = $26.9985  $27.00 $179.99 - $27.00 = $152.99 The sale price is $152.99. Fashion Tip of the Day. When in Doubt, Wear Nude Pumps

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Bell Ringer

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  1. Bell Ringer • What is the sale price of an item that is $179.99 and is 15% off? 

  2. Bell Ringer Answer $179.99 * 15% = $26.9985  $27.00 $179.99 - $27.00 = $152.99 The sale price is $152.99.

  3. Fashion Tip of the Day When in Doubt, Wear Nude Pumps Matched to your skin tone, they're a pretty safe bet. (And they make legs look longer.)

  4. Agenda • Bell Ringer / Discuss Agenda • Fashion Marketing Basics Lecture • Introduce studying consumer behavior activity.

  5. Table of Contents Topic Page # Chapter 1 Vocabulary 4 Chapter 1 Vocabulary 5 Elements of Design Flip Book 6 Chapter 1 Notes. Introducing Fashion 7 Color Schemes 8 Chapter 1 Notes. Introducing Fashion 9 Body Shape Outfits 10 Chapter 1 Notes. Introducing Fashion 11 Fashion Through the Ages Sketches 12 Chapter 1 Notes. History of Fashion 13 Identifying Target Markets 14 Chapter 2 Notes. Marketing Basics 15

  6. Learning Objectives • Define the term marketing • Explain types of customer characteristics used to define a target market • Explain fashion merchandising

  7. Vocabulary • Marketing • Marketing Concept • Target Market • Market Segmentation • Demographics • Psychographics • Geographics • Behavioristics • Fashion Merchandising

  8. What is Marketing? • Marketing – the process of developing, promoting, and distributing products to satisfy customers’ needs and wants. • Marketing starts at the very beginning of the product development and continues after a consumer purchases that product.

  9. The Marketing Concept • To market effectively, fashion marketers follow the principles of the marketing concept. • Marketing Concept - the idea that businesses must satisfy customers’ needs and wants in order to make a profit.

  10. The Marketing Concept • Businesses identify the customers, determine the products they want, and make the products available at a price the customers are willing to pay. • Businesses must also be able to communicate the information effectively to their customers. • In addition, retailers, must consider the location, atmosphere, and image of the store. The products they offer must match style, quality, and price to their customers.

  11. The Overall Goal for Retailers • The goal is to accomplish these tasks and make a profit. • Fashion businesses must be marketing oriented at all levels of the business by planning all activities around satisfying customer needs and wants.

  12. Target Market • Target Market –the specific group of people that a business is trying to reach. • Businesses identify their target market through market segmentation. • Market Segmentation - a way of analyzing a market by categorizing specific characteristics. • Marketers divide people into groups of possible consumers based upon shared characteristics. • Demographics, Psychographics, Geographic, Behaviorist

  13. Demographics • Demographics – statistics that describe a population in terms of personal characteristics such as age, gender, income, ethnic background, education, religion, occupation, and lifestyle.

  14. Psychographics • Psychographics – Statistics of consumers based on social and psychological characteristics such as attitudes, interests, and opinions. • Consumers’ attitudes and values are often represented by how they choose to spend their time and money. • Psychographic trends: women in the workforce, travel, home and family activities.

  15. Geographics • Geographics – Statistics about where people live. • Typical geographic breakdowns could include the region of the country, size of the city or country, the density of the population, or even the climate.

  16. Behaviorists • Behaviorists– statistics about consumers based upon their knowledge, attitudes, use, or response to a product. • Marketers may look at the: • Purchase occasion: when a consumer might use the product. For example, ‘after-five’, casual, work attire. • Product benefits: the benefits that the consumer desire in a product. For example, stain-resistance or wrinkle resistance. • Usage and level commitment: How often consumers use a product and their loyalty in purchasing it.

  17. The Fashion Market • The fashion market is too large and too diverse to reach with a single marketing approach. • For example: Gap offers merchandise for women, men, and children. Within these groups they also offer dressy or casual wear.

  18. Fashion Merchandising • After fashion marketers have identified their target customers and desired products, they must developed plans to have the products available. • Fashion Merchandising– the planning, buying, and selling of fashion apparel and accessories to offer the right merchandise blend to meet consumers.

  19. Retailers and Fashion Merchandising • Merchandising is the main function of apparel retailing. • Retailers buy large quantities of finished garments and other fashion products at a wholesale price and sell them at retail prices as single items or small quantities of goods.

  20. Assignment 1. Visit four types of clothing stores websites. Use 1 clothing store that you shop at regularly and 3 other stores that you don’t frequent at all or often. 2. Create the chart below on a LEFT-HAND PAGE like the one below: • merchandise?

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