Transcript Marketing 101 - Montgomery County Public Schools

Fashion Marketing 101
Fashion & Interiors II
Objectives
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Describe sales technique
Understand intended audience
and how audience relates to
sales
Use design techniques and
previous design knowledge to
create and sale your
accessories line.
Marketing
Developing, Promoting, selling
products, items and or ideas
Sales and Selling Techniques
Indirect Selling
General promotion to the public like advertising
Direct Selling
Personal selling is the exchange of merchandise to
individual customers in return for money or credit.
Responsive Selling
Done in response to the customers presence in the
store, rather than going to to find customers.
Sales and Selling Techniques
Selling Steps
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Approach and greeting
Classifying customers
Presentation of merchandise
Overcoming objections
Closing the sale
Supplementary Suggestions
Maintaining Relationships.
Selling Steps:
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Approach and greeting
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Classifying customers
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Greet Customers and begin to build a relationship.
Casual Lookers- browsing or killing time
Undecided Customers- Need help and more time spent
shopping for a gift or to gain ideas
Decided Customers- The know exactly what they want and
why. Quick purchases.
Presentation of merchandise
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Analyze customers needs
Explain product features
Show advantages and disadvantages of product.
Selling Steps Continued
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Overcoming objections
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Sometimes customers have spoken or unspoken objectionsClarifications and more details may need to be explained.
Silent customer are more challenging.
Spoken Objections can indicate where you need to go next
for Suggestions
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Closing the sale
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Simply means to get a commitment from a customer to buy
a product or merchandise.
Check for clarity, silence at this point for a long period
usually means the sale is about to close.
Suggestion for the purchase may be made.
Selling Steps
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Continued
Supplementary Suggestions
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This is where you can increase sales
Suggestion for additional services or
other stores that your company owns.
You must understand the product and
the customers needs.
Add on’s-related merchandise items that
create complete outfits
Trading up-Up selling or substituting
one item for a more expensive item or
newer style.
Selling Steps
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Continued
Maintaining Relationships
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When the sale is finalized, reassure the customer with an
approving statement.
When a customer makes a risky or expensive purchase this
is even more important.
Bonding and keeping client records will make for repeat
clients and future customers.
Audience for Sales
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Target Market
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Specific Segment of a total market that a
company wants to direct its product and
marketing efforts towards.
Marketing Mix
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Blend of features that satisfies a choose market.
It includes the following, Product, price, place
and promotion.
Introduction of Accessories
project.
Promotion Methods
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Advertising
Publicity
Visual Displays
Special Events
Fashion Publications
Trade Publications
Advertising
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Appears in newspapers,
magazines, or direct mail, radio,
television, internet, billboards.
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Some companies have an in
house advertising department or
hire and outside agency.
Advertising-Continue
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Large Retailers Develop Direct
mail or e mail pieces to send to
customers. (e.g- coupons,
catalogs, and monthly bills)
Publicity
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Advertising can be costly but
publicity is free!
PR (Public Relations)
Departments can be hired for
larger companies. These people
distribute information about
products, designers collections,
and events promoting the
designer.
Publicity-Continue
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So the resulting information or
buzz created causes publicity
Information might appear in
magazines, newspapers, etc.
As a designer- Think about the
Publicity Created when your
designs are worn on the red
carpet!!!!!
Visual Displays
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Displays for items:
Store Windows
On shelves
Eye Catching designs
encourage the sale of fashion
clothing and accessories
Special Events
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Creating and Event or theme to
attract customers to your
location.
Sales, Christmas in July, Spring
in January, Special Pricing.
Market Weeks-Promote sales of
particular items
Special Events-Continue
Fashion/Runway Shows are
another type of special event.
This event helps sell designer
collections to buyers in the fashion
industry.
 Traveling Trunk Shows- Present
Lines to store customers and
sales associates
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Fashion Publications
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Fashion magazines
Vogue, Glamor, Seventeen, Ebony,
GQ (Gentleman's Quarterly)
Show fashion styles, articles, fabrics
and promote the latest styles and
showcase Designer Interviews.
Trade Publications
Organizations of Manufactures,
designers, retailers, and other
people involved in a particular
industry.
Trade Publications Examples
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American Apparel Manufactures
Association (AAMA)
The Fashion Association (TFA)
National Retail Federation
Council of Fashion Designers of
America (CFDA)
National Association of Men's Sports
wear Buyers (NAMSB)
The Fashion Group
And Many More
Fashion Industry Segments
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Primary Market: includes the
business that grow and produce the
raw materials that become fashion
apparel
Secondary Market: includes
businesses that transform the raw
materials into fashion in the
merchandise production phase
Tertiary Market: includes retail
businesses
Primary Market
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Textiles: largest segment of the
primary market
Produces fibers, fabrics, leather,
fur, plastic, metal, paper, and
any other substance involved in
production
Secondary Markets
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Manufacturers
Wholesalers
Contractors
Product Development Teams
Tertiary Market
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Retailers
Off-price, specialty stores,
department stores, discount
stores, variety stores, outlet
stores, non store retailers
Support Industries
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Advertising Agencies,
Accounting and Financial
services, computer support
industries, website design
houses
Types of Fashion Business
Organizations
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Sole Proprietorship: one owner
Minimum license, complete owner
liability
 Owner owns all assets
 Taxed as personal income
 Most common form of business in
small business
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Types of Fashion Business
Organizations
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Partnerships
Based upon an agreement
between two parties on how
organization will be run,
profits/loss split
 Each partner is taxed separately
 Each partner liable for debts
 Ends at the death of one partner
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Corporation
Types of Fashion Business
Organizations
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Corporation
Formed with a charter which is a
legal document
 Stocks and shareholders
 Taxed as a separate entity
 Limited liability for the owners
 Corporation exists as a separate
entity
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Fashion Risks
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Types of risk:
Economic risk
 Human risk
 Natural risk
 Pure risk
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Other Risks
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Types of risk:
Speculative risk
 Controllable risk
 Uncontrollable risk
 Insurable risk
 Uninsurable risk
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