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Welcome to Fashion Marketing

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Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh_at_uwinnipeg.ca www.uwinnipeg.ca/~ssingh5 – PowerPoint PPT presentation

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Title: Welcome to Fashion Marketing


1
Welcome to Fashion Marketing
  • byDr. Satyendra SinghProfessor, Marketing and
    International BusinessUniversity of
    WinnipegCanadas.singh_at_uwinnipeg.ca
    https//abem.uwinnipeg.cahttps//www.abem.ca/con
    ference

2
Need for Clothing
3
Need for clothing ? Culture ? Personality
Marketing convinces consumers the worth of
fashion
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Fashion Versus Style
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Fashion the Debate
  • Why do we need fashion?
  • Why do we need to make statements?
  • Some people do not like it
  • 16th century concept ? noble blood
  • It indicates social and economic status
    separates you from mass
  • Substance is more important than style
  • May hamper productivity at work
  • It is business ? because fashion means more
    expensive
  • You can be easily influenced by peers and
    marketing
  • Other love fashion to its core
  • Life is too short
  • If fashion makes people confident, beautiful,
    handsome, is it wrong?
  • It is a happy product and with positive
    experience
  • It is about beauty and appreciation ? youre
    sad were happy people

11
Fashion Apparel Categories
  • Outer wear Coats, jackets, sweater
  • Career wear Suites, formal wear
  • Sports/Active wear May be loose or tight
  • Evening wear Informal ? depends
  • Uniform
  • Inner wear
  • Bridal wear
  • Children wear
  • Maternity wear
  • Accessories Belts, scarfs, hats, headwear,
    neckwear
  • 4-6 lines per year Typically produces in womens
    apparel category

12
Fashion Apparel Manufacturing
  • 1890-1950s ? RTW industry Ready to wear
  • 1920s Flapper-style design ? new, young, free
  • 1960s Hippy style, t-shirt, hip, grown beard and
    hairs
  • 1980 Quick Response Strategy to meet fashion
    demand
  • Time between fibre production and saleable
    product
  • Technology advancement
  • ?Partnership, Better resources allocation
  • Shorter business cycle ? fashion (it should
    change)
  • Couture Hand sewing, ? expensive fabric than RTW
  • Haute Couture High sewing, small quantity,
    measurement based for each client, fit (body
    scanned measurement), refine fabric, expensive.
    Fitting is very important for this segment.

13
North American Industry Classification System
(NAICS)
  • NAICS 313 Textile mills
  • NAICS 314 Textile product mills
  • NAICS 315 Apparel manufacturing
  • NAICS 316 Leather and allied product
    manufacturing

14
Fashion Lifestyle (Trendy, Classic, Formal,
Informal)
15
Fashion Lifestyle contemporary
16
Fashion Lifestyle contemporary
17
Fashion Lifestyle contemporary
18
Sources of Fashion?
  • Historic inspiration Queen, Napoleon
  • 1960s Above-the-knee skirts
  • 1970s Retro look ? reminiscent of 1930s, 40s,
    50s, 60s, 70s
  • Ethnic inspiration ? Kimono, Saree, African
    hairstyle
  • Celebrity (film/sports) ? Jennifer Lopez, Serena
    Williams
  • Politicians Gandhi, Gaddafi, Mandela, Modi,
    Diana
  • Size/cut/pattern tie, skirt, trousers(narrow,
    wide, bowtie, floral, regimental, solid color
  • Color inspiration What is fashionable color? Who
    dictates it? How is it forecast?
  • Other Magazine, National Flags, Economic
    Development, Weather (Material ? impacts consumer
    spending and consumer behavior)

19
Fashion Elements
20
Oversize as Fashion!Blackwell was the firstto
design plus-size fashionsand to useAfrican
American model
21
Creativity
22
Creativity
23
Creativity
24
Tommy Hilfigers FashionCasual, Simple,
andeasy living
25
Loose Trousers
26
Historical Fashion
27
Regional Fashion
28
Regional Fashion
29
Regional Fashion
30
Regional Fashion
31
Regional Fashion
32
Regional Fashion
33
Celebrity
34
Political/Fashion/Culture Statement
35
Political/Fashion/Culture Statement
Tymoshenko, Ukarine Indira Gandhi, India
36
Political/Fashion/Culture Statement
37
Flag-inspired Fashion
38
Hairstyle
39
Ethnic Inspirations
40
Indians
41
Rock Singers
42
Elton John
43
Fashion Followers
44
Brands and USPUnique Selling propositions
  • Manolo Blahnic (shoes) High heel
  • Calvin Klein (jeans) Tight-fitting ? young, hip
  • Ralph Lauren (quality) Classic image
  • Dior (skirts) Longer and clinched waist ?
    feminine WW II
  • GAP (color) Changed the concept of color ?
    Khakhi
  • Prada (fashion) Trendy look
  • Jimmy Choo (shoes) Style and color
  • Tommy Hilfiger (apparel) Easy by but fashionable
    living
  • Christian Louboutin Colorful shoes, something to
    talk about,
  • specially for boys

45
Brands and Taglines
Benetton United colors of Benetton eBay Love
to shop? Fossil What vintage are
you? HM Fashion for the future JC
Penny Everyday matters Macys The magic of
Macys
46
Celebrity and Fashion Line
47
Princess Diana and Dior
48
Role of Color in Fashion
  • Staple Colors
  • Black, navy, white and beige
  • seen continuously, season after season
  • Pendleton jackets navy and green tartan to
    match future purchase
  • Fashion Colors
  • Appears less frequently over time
  • changes from season to season
  • cannot match with future purchases
  • Color variation orange ? red, blue ? red or
    magenta
  • Fashion color cycle is short
  • some fashion color sell more than others
  • USA dark red, red wine color popular (Orange
    is less popular)
  • EU Olive green is popular
  • Africa and Asia Ethnic colors

49
Color Wheel
50
Dark Versus Light Colors
51
Cool Versus Warm Colors
52
Right combination of colors
Dark
Light
53
Fashion Color Forecasting Services
  • Color Association of the USA (CAUS)
  • International Color Authority (Paris, France)
  • Fashion color depends on
  • Sales tracked by and color
  • High selling color is presented in each line
  • Colors adopted by designers in Europe
  • Designers choice of colored fabric production
  • Designers name colors for a season Dalia, Plum,
    Lavender
  • cannot match with future purchases
  • Magazine/TV Color Forecasting
  • Color me beautiful
  • Fashion Magazines with approximate circulation in
    2008
  • Allure, Cosmopolitan, Elle, Essence, GQ, Marie
    Claire, Vanity Fair ? 1m
  • Glamour, In-style ? 2m
  • Mens Vogue ? .3m

54
Group or Line Fashion Marketing2 advantages
1 Maximize of fashion features in one
advertisement 2 Consumers can visualise several
items that fit their personality
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Some issues in Fashion
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Some issues in Fashion
58
Some issues in Fashion
59
Some issues in Fashion
60
Some issues in luxury
61
Some issues in Luxury/Fashion
62
Some issues in Luxury/Fashion
63
Some issues in Luxury/Fashion
64
Fashionfordogs!
65
Airportloungefordogs!
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