Transcript Bell Ringer - jaymetracy

What is the sale price of an item that is
$179.99 and is 15% off?
$179.99 * 15% = $26.9985  $27.00
$179.99 - $27.00 = $152.99
The sale price is $152.99.
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Bell Ringer / Discuss Agenda
Fashion Marketing Basics Lecture
Introduce studying consumer behavior
activity.
Topic
Chapter 1 Vocabulary
Chapter 1 Vocabulary
Elements of Design Flip Book
Chapter 1 Notes. Introducing Fashion
Color Schemes
Chapter 1 Notes. Introducing Fashion
Body Shape Outfits
Chapter 1 Notes. Introducing Fashion
Fashion Through the Ages Sketches
Chapter 1 Notes. History of Fashion
Identifying Target Markets
Chapter 2 Notes. Marketing Basics
Page #
4
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15
Define the term marketing
Explain types of customer characteristics used
to define a target market
Explain fashion merchandising
 Marketing
 Marketing Concept
 Target Market
 Market Segmentation
 Demographics
 Psychographics
 Geographics
 Behavioristics
 Fashion Merchandising
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.
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.
 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.
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.
 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
Demographics – statistics that describe a
population in terms of personal
characteristics such as age, gender, income,
ethnic background, education, religion,
occupation, and lifestyle.
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.
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.
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.
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.
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.
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.
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:
Store #1
Demographic Segment.
Psychographic Segment.
How do geographics affect the selection
of merchandise?
Do you think the store’s marketers
considered
purchase occasion, product
 merchandise?
benefits, or usage level and
commitment in choosing merchandise?
Explain.
Store #2
Store #3 Store #4