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Chapter 3 Marketing Fashion

Chapter 3 Marketing Fashion. Chapters Covered. Chapter 1: The Fashion Industry Chapter 2: The Basics of Fashion Chapter 3: Marketing Fashions. Who is the customer?. Business activities fall into one of four categories: Production Marketing Finance Management Fashion marketers make

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Chapter 3 Marketing Fashion

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  1. Chapter 3 Marketing Fashion

  2. Chapters Covered • Chapter 1: The Fashion Industry • Chapter 2: The Basics of Fashion • Chapter 3: Marketing Fashions

  3. Who is the customer? • Business activities fall into one of four categories: • Production • Marketing • Finance • Management • Fashion marketers make decisions based on marketing plans that cover all four business activities!

  4. Who is the customer? • The plans are based on data or information focused on a target group of customers. • Gathering and utilizing the information is known as marketing-information management.

  5. Market Segments • To get to know customers better, marketers group people by common characteristics.

  6. Market Segments • Customers are divided into target segments. • Demographic information including age, gender, ethnic group, nationality, education and income. • Psychographics uses characteristics such as ideology, values, attitudes, and interests to group people.

  7. Wal-mart • Become the largest company in the U.S. by targeting the low- to mid- income customer. • How has Wal-mart’s target market changed since they originally opened?

  8. Wal-mart • Penny-wise shopper to more affluent shopper • Same time sent press releases to fashion and beauty magazines • What is your view of Wal-mart’s clothes? • What is your view of Target’s clothes?

  9. The Target Customer • More effective to group people by age and income rather than race. • Why?

  10. The Target Customer • Before designing or buying products to market to middle-income teens age 16-19, a smart fashion marketer will research all info available about the group. • Where do they currently buy? • How much do they spend? • What motivates them to buy? • Give some examples of what motivates teens to buy?

  11. Managing Information • It is all about keeping a marketing concept at every stage. • Keep customer needs in mind during design, production, and distribution of products.

  12. What the Customer Wants • Marketing Research • Focus groups • Conducting surveys • Observe fashion trends • Studying competitors • Why do stores ask for your zip code?

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