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Distribution in the Fashion Industry

Explore the critical role of distribution channels in fashion marketing, from reaching consumers to negotiating prices and managing risks. Discover the various distribution options, including retail, online, and in-person sales, and learn about exclusive, selective, and mass distribution strategies. Delve into how fashion products reach consumers through direct and indirect distribution channels, involving manufacturers, wholesalers, retailers, and consumers.

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Distribution in the Fashion Industry

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  1. Distribution in the Fashion Industry Fashion Marketing

  2. Place • Place, or distribution channel, is the method for making your product available to the consumer. 

  3. Functions of the Distribution Channel • Information: gathering and distributing marketing research  • Promotion: developing and communicating offers  • Contact: communicating with prospective buyers  • Matching: fitting the offer to the buyer's needs 

  4. Functions of the Distribution Channel • Negotiation: reaching agreement on price and terms  • Physical distribution: transporting and storing the goods  • Financing: getting and using funds to cover the costs of channel work  • Risk taking: assuming the risks the channel work.

  5. Selling a Dress • Place is simply where your consumers buy your dress.  You can also call it distribution.  • There are many ways to distribute your dress. 

  6. Distribution Options • Retail • Online • In Person • In Home

  7. Distribution Strategies • Exclusive: only one distribution point in a given market • Selective: only a few distribution points in a given market • Mass: many distribution points in a given market

  8. How Fashion Gets There • Distribution Channels • Direct • Manufacturer-Consumer • Indirect • Manufacturer-Wholesalers-Retailers-Consumer • Manufacturer-Wholesalers-Agents-Retailers-Consumer

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