Transcript Chapter 15

Chapter 15
Retail Fashion Marketing
Marketing
• Marketing is the responsibility of everyone in
the organization from management to sales
associates.
• Market research is crucial to understanding the
shopper and their needs.
• Target market is the group of consumers the
store wishes to attract.
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Marketing
• Specialty stores aim at one particular group
while department stores appeal to several
categories of target customers.
• Fashion leadership also plays a role in a store’s
target customer, and can be divided loosely into
three categories:
– Fashion forward
– Mainstream
– Mass merchants
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Planning and Direction
• While small stores may have a single person heading all
marketing, large stores and chains usually involve a marketing
director coordinating efforts in the following areas:
– Advertising
– Special events
– Visual merchandising
– Public relations
– Fashion office
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Visual Merchandising
• Visual merchandising communicates a store’s
fashion, value and quality
• It is a team effort involving:
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Fashion director
Marketing director
Store planner
Merchandise managers and buyers
Visual merchandise director
Designers
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Visual Merchandising
• Store planning helps establish the stores image and
must consider the following:
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Store location
Store design
Renovations
Interior environment
• Seasonal calendars indicating dates on which specific
merchandise is featured, and the windows and interior
displays where it will be displayed.
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Visual Merchandising
• Window displays are designed as separate statements, telling
what is going on inside a store, while interior displays have
more localized interest for the shopper.
• Multi unit stores use corporate visual manuals to ensure
consistent presentations throughout the division.
• In store designers or brand boutiques often supply fixtures to
ensure a consistent look for their particular merchandise
throughout the division.
• Departments are arranged to drive foot traffic to the back
merchandise walls of stores.
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Visual Merchandising
• Main selling areas usually have cosmetics, jewelry
and accessories, while destination departments, such
as swim, lingerie or coats, are in secondary locations
• Fixturing comes in a variety of forms:
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Wall racks
Rounders
Four way
T stands
I beams
Collection fixtures
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Fashion Advertising
• Advertising involves planning, writing, designing and
scheduling of paid announcement designed to attract customer
attention.
• Four basic types of advertising are used:
– Image
– Special event
– Item
– Promotional
• Cooperative advertising between fiber producers, fabric
producers and manufacturers and retailers helps spread the
costs of advertising related to featured merchandise.
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Fashion Advertising
• Media used to transmit a sales message includes:
– Newspaper and magazines
– Television and radio
– E-Commerce
– Direct response and direct mail
– Outdoor signing
• The advertising department, in turn, is responsible for:
– Art
– Copy
– Traffic flow
– Advertising agencies for outsourcing
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Publicity and Special Events
• Publicity is the spreading of information about people, events,
or noteworthy topics through various media.
• Special events give customers a specific time and reason to
come to the store or create goodwill.
• Fashion shows are special events aimed at communicating a
fashion story.
• They take four forms at the store level:
– Formal fashion shows
– Designer trunk shows
– Department fashion shows
– Informal fashion shows
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Marketing Evaluation
• All the people involved in the marketing effort,
directors, managers, coordinators, artists, writers,
designers and buyers evaluate the effectiveness of the
campaign.
• Advertising can be evaluated using sales data.
• Evaluating the effect of visual merchandising or
special events on easily measurable items such as
overall sales or less easily measured goals such as
store image presents a challenge for management.
Fashion From Concept to Consumer, 8/e
Gini Frings
© 2005 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458