Fashion Marketing

Fashion Marketing Planning

What's in a fashion marketing campaign?

This article explores the components of a fashion marketing plan and how fashion brands can enhance their marketing strategy. Fashion marketing is concerned with meeting the needs, wants, and demands of your targeted consumer, and these goals are accomplished using the marketing mix.

Fashion marketing is distinct from fashion public relations in that fashion PR is solely concerned with communications and how the brand communicates with and resonates with it's targeted consumers.



A fashion marketing plan focuses on four essential concepts: 1) product development, 2) distribution management, 3) communications, and 4) cost. In order to implement an effective marketing campaign, the marketing mix must be consumer centric and focused on niche markets rather than catering to mass markets. This concept simply means that the marketing strategy and implementation should have consumers and their needs, wants, and demands in the forefront and with a very defined market that it intends to target.

Niche marketing is more focused and cost-effective and allows the marketer to focus on a particular market segment. Otherwise, a mass marketing campaign is all over the place and lacks a defined consumer to market to.

As an example, imagine if the luxury brand Louis Vuitton was a mass retailer and did not cater to a niche market. Essentially, this would mean that Louis Vuitton would market its products to the masses, when in fact this is unrealistic. Louis Vuittton's price point does not allow the brand to cater to the masses, which is why the brand channels all of its marketing communications to the luxury market. However, that does not mean that the brand is off limits to consumers who do not exactly fall into the luxury market; it just means that the communications strategy and the brand identity would resonate more with consumers in the luxury market. This approach allows the business to remain competitive and effective in its strategic approach.

Components of a Fashion Marketing Plan

1) Product Development

The most important component of the product development phase is not the product itself. The product is just the byproduct of this phase. The most important component of this phase are the consumers. Consumers dictate all the components of the marketing plan, and consequently, dictates what the product is. Keep in mind that today's highly competitive global marketplace requires that businesses are consumer centric and focus on serving consumer's needs. Consumers dictate what the pricing strategy will be, the points of distribution, the communications strategy, and the final product outcome. In the example given above regarding Louis Vuitton, the targeted consumers dictate what the associated cost and value will be for the brand.

There are two orientations of the product development phase. The business can be product-oriented and choose to develop products first then market it to its targeted markets. Alternatively, the business can be more market-oriented and segment its markets first to determine their specific needs, wants, and demands then create the product to meet those wants.

Due to the transient nature of the fashion industry, fashion marketers are under short marketing cycles since product needs are seasonal. As the seasons change so do trends and tastes. Consequently, marketers are required to constantly adjust their product offerings with time.

2) Price: Cost vs Value

The pricing strategy strictly relies on the market segmentation. With a consumer centric marketing focus, the pricing strategy would take into account the associated costs to the consumer and the value afforded to the consumer. Pricing may vary based on the market segment and their perceived value of the product or brand. A consumer buying a luxury brand perceives the product to be more valuable and in turn is willing to pay more for the product compared to a price-sensitive consumer or a product that is mass produced with minimal differentiation.

3) Distribution Management

The distribution strategy determines the convenience and availability of the product. Traditional distribution channels for fashion brands include branded flagship stores, independent retailers, department stores, and online distribution. The more distribution channels used the more intense the brand's exposure and the greater the availability to consumer markets.

4) Promotions & Communications

The promotional strategy entails how the brand will attract its buyers and the series of activities used to communicate to the targeted consumers. The activities in this phase include developing the brand and its identity, sales promotions, public relations, product placement, advertising, event marketing, and sponsorships.(EzineArticles.com)

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Fashion School

Fashion School Majors - Choosing the Right Major For a Career in Fashion Design

You know when you're meant for a career in fashion design. Perhaps you made clothes for your dolls (or dogs) when you were little; at the movies, you pay more attention to the costume design than the plot; you devour fashion magazines; or maybe you watch a red carpet event and just know you can do a better job dressing the stars. So what does it take to be a fashion designer? Professional training from a fashion school is key, but you might be surprised at the wide range of majors that lead to industry careers.



Fashion School Design. This major teaches you to make the most of your creativity. It provides training in essential skills like fashion sketching, draping, computer-aided design, and pattern drafting. You would also study fashion design in the context of a bigger industry picture, with an examination of marketing, production, historical trends, and global business practices. But while this major may be the most obvious, it's not the only option for students looking to break into the field.

Merchandise Marketing. If you have both fashion sense and business sense, this program will prepare you for a career in fashion merchandising. You would receive valuable training in the planning, purchasing, and allocation of merchandise while keeping on top of fashion trends and consumer forecasts. In addition, you would gain the marketing and advertising expertise to effectively merchandise your fashion.

Merchandise Product Development. Suppose you want to develop your own product line, or merchandise an established brand. This major would help you do just that. The curriculum focuses on strategic planning, preproduction, trend analysis, and line production, and also would provide you training in the basics like sketching and fitting.

Apparel Manufacturing Management. This program prepares you to own or manage a fashion manufacturing company. You would learn every phase of the manufacturing process, from global sourcing and production planning to sales management and financial accountability, so you could take a product from initial concept to store distribution and beyond.

Textile Design. Some of the most innovative designers today focus on textiles. This major concentrates on the creation and production of printed and woven textiles that will be used for fashion, and interior, design. You would delve into the technical aspects of production and develop design skills using both traditional and computer-aided programs.

Fashion Knitwear Design. Knitwear is such an integral part of fashion design that many fashion schools now offer a major devoted to it. The curriculum is similar to that of the general fashion design major, with courses in illustration and pattern drafting, but specializing in the unique construction requirements of knitwear.

Costume Design. Students interested in the entertainment industry will benefit from this major, which is often divided into two programs - one for theatre costume design, and one for movies and television. You would study costume construction, wardrobing, rendering, script analysis and breakdown, while learning to work within the production constraints of budget and timing.

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Fashion Designing

How to Become a Successful Fashion Designer

If you are like me you live and breathe fashion. You are constantly inspired with so many new designs racing through your mind, so many you can't seem to get them all down quick enough at the pace they arrive. You constantly dream of the day your fashions will be on the fashion runway with the lights beaming brightly overhead, the cameras flashing everywhere and the audience being completely mesmerized by your incredible designs. You can't stop thinking of the day you will open a magazine or watch the Oscars and see a famous celebrity in one of your breathtaking designs. Your book shelf is stocked with fashion books and magazines, and you absolutely can't resist visiting textile stores to view all the latest fabrics, decorative beads, rhinestones and trims.



It's this ever present dream of being a successful fashion designing that has you work day and night on your designs in most cases for many years without pay and working a job to pay the pills which is brutal torture, when all you can think about is living and working in fashion.

Famous fashion designers come from all walks of life there is no one system to follow that will have you become the next famous fashion designer. Some have graduated from elite fashion schools and some have never attended fashion school. Some have undertaken a fashion internship with a fashion house and others have made their own designs in their basement. The only elements all these fashion designers have in common is they had an intense passion for fashion, were able to design fashions highly sought after and connected with someone who gave them the opportunity to break into the fashion industry. It is essential in becoming a successful fashion designer you get you and your designs out there as much as possible, as how will anyone know about your fashions if they can't see them?

In getting your fashions out there here are a few things you can do:

1. We are not usually good at everything some of us are great at designing clothes but lack the sewing and pattern making skills. It is here you can partner with someone who shares your passion for fashion and has the skills you lack. It is in the bringing together of different skills you can create a real product that can be showcased.
2. In having a fashion line of 14 outfits you can apply to your local fashion week. In the USA: New York, Los Angeles and San Francisco all have fashion weeks. These fashion weeks attract many editors, journalists and local socialites who will see your fashions and potentially give you the exposure you need to get known.
3. Many city night clubs hold fashion shows, find out what night clubs hold fashion shows and contact them as to how you can be apart of an up and coming show.
4. Locate fashion boutiques that cater to the fashions you design, first make a trip to the stores to look around, if you can see your clothes fitting in well with the store, find out who the owner is and ask if they would be willing to have some of your fashions offered for sale in their store. You will be amazed at how many store owners are willing to work with you. I walked around San Francisco in the Nob Hill district and had my fashions placed after visiting and discussing my product with four boutiques. In having your fashions displayed you will receive valuable insights as to whether or not your designs are in demand and if you need to change your designs to increase sales. It will also give you free exposure to the public. When your fashions do sell you can present this to investors who are more than willing to invest in your line, when you prove the existence of a strong demand for your fashions.

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Fashion Schools

Fashion Schools In California

If you're toying with the idea of attending a fashion school, then California is the spot for you. There are a lot of California fashion schools to choose from. How do you select a California fashion school? 1) School location - you might not worry where a fashion school is as long as it's within California. But you should understand that California fashion schools can frequently be gauged by their locations. Find a California fashion school which is near fashion centers. This means you need to find a California fashion school which is situated where all the action is. Some pupils would favour a California high school that's situated in a place which would inspire them. Some select to attend California fashion schools which are situated near the sea or close to nature. From the scenery, a student can derive inspiration enough to create a fresh work of couture art.



Financial considerations - there's likewise the cost to think of. California fashion schools cost money. There's no denying that truth. The question that persists is: "how much money ought it cost you?"

There are, naturally, schools which offer up discounted tuition for assorted reasons. In choosing these schools, you could save a lot of hard currency. You could also consider attending schools which are more esteemed. These schools might require you to pay a good deal of cash in order to learn there. All the same, you should remember that high price does not necessarily equate to high quality. You need to recognize that in some schools you will not be paying for an education but you'll be paying for the name.

Independent or not - should you side with a California fashion school which is a part of a esteemed university, or ought you attend one which stands on its own two feet? There are instances when a California fashion school inside a university is best as the name on your CV will help you get great jobs easier. Even so, there's likewise something to be said for an independent school which can hold its own versus the big names.

You're paying up extra cash to have the name of the university on your resume. This would help you get a job easier.

The fashion cosmos, however, rarely cares for the name of a university if it doesn't perform well. If you have the name of a great independent school on your listing, you may find it easier to get a job.
Selecting a California fashion school may look like a difficult task.

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Mens Fashion

Mens Clothing Fashion Crimes To Avoid

Magazines and the lifestyle section of newspapers showcase the celebrities who have committing the most horrendous fashion crimes. If you don’t know what fashion crimes to avoid you could very well end up being the laughing stock amongst your friends. Below are some tips for wearing the proper types of Mens fashion clothing and how to avoid common fashion crimes. By knowing what fashion crimes to avoid you will have a better dress sense and know what Mens fashion clothing to shop for.

High waist jeans are way out of fashion. Stick to stonewash or dark shaded jeans. When shopping for jeans choose ones that are low waist. Low waist jeans should sit on your hips. They should be slightly baggy but shouldn’t be so loose that they collect at your ankles. If your Mens fashion clothing is too baggy it makes you look sloppy and unkempt. If you have a small body frame, very loose Mens fashion clothing can make you look even smaller. A belt is a good accessory to pair with this type of Mens fashion clothing. A leather studded belt can look very appealing with jeans and are offered in a variety of colours such as blue, white, brown, black and more.


Wear a leather jacket if it suits your outfit and if it is ideal for the climate. You don’t want to wear warm Mens fashion clothing in the middle of summer because you’re going to end up sweating like a pig and also looking like a fool. Leather jackets should be worn during autumn and winter seasons when the climate is cool. Leather jackets do not look appealing if it is too loose and ill fitting. They need to fit the width of your shoulders. There is nothing more unattractive than a baggy leather jacket. The best way to choose your leather jacket is to try it on and see if it fits. You should try on the jacket size that simply won’t fit and get the next size up. Leather jackets are the kind of Mens fashion clothing that should be snug and will loosen up as you wear it.

Ill fitted, wrinkled tshirts and polo shirts will ward women off for miles. You want to dress to impress with your Mens fashion clothing wardrobe so make sure you take the time to iron your clothes and keep them wrinkle free. If your shirts are too loose or too baggy it’s time to take them out of your closet and shop for better fitted Mens fashion clothing. Your shirts should slightly overlap your pants so that your stomach and waist are not exposed. Avoid wearing socks with sandals. Wearing socks with sandals is like wearing shorts with a ski cap. You have to make up your mind and wear one of the two , not both at the same time. If you decide to wear socks you could wear them with sneakers or boots if they suit your outfit. When shopping for Mens fashion clothing go with a friend who knows what they’re doing. They will help you pick the Mens fashion clothing styles that suit your body type. Don’t be afraid to shell out a little extra cash to get the right look. It’s a worthy investment when you’re taking the time to look good. Once you get an idea of what kind of Mens fashion clothing to buy you will be able to go shopping by yourself and not worry about committing a fashion faux pas.

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Fashion Merchandising

Fashion Merchandising Colleges

If you are interested in breaking into the field of fashion, or you have some ideas that are truly ground breaking, you will want to attend one of the many fashion merchandising colleges that are available to teach you what you need to know about fashion. After you have attended a fashion merchandising college, you will be able to show your ideas that you have put together to the major corporations and stores so they will be more willing to pick up your line of clothing. You will also learn about how trends come and go in the world of fashion, and you will be more likely to pick up on the latest trend and, in doing so, make a name for yourself around the world.

Anyone who has tried to make it in the world of fashion will tell you how important it is that you expand your education at one of the fashion merchandising colleges in the country or abroad. You will learn why some clothing is made the way it is, and you may be able to pick up an idea and improve on it. You will learn about colors and why some work best with certain others while some do not. You will be able to put your creativity to the test, and you will be able to sew together anything you can think of.


When you are attending classes at fashion merchandising colleges, you will also be making contacts and putting together a portfolio of people you will be able to rely on in the future. You may meet a potential employer while you are studying fashion, or you could even meet a talented person that you would one day hire to work for you. You will also have a large group of critics that you could daily model your ideas for. If you have come up with an idea while at home, you can wear it to class and get ideas and critiques to make it better.

You will find that attending one of the fashion merchandising colleges will teach you more than just sewing. You will be more confident in your ability to create new styles, and you will have the confidence it takes to break into the world of fashion.

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Fashion Shopping

Fashion Shopping - Then and Now

In some instances you ordered your special outfits from a printed mail order catalogue.

It doesn't seem long enough to have witnessed an astonishing shift in social habits that the Internet has produced. So great is the impact of the Internet, that it is now possible to create an entire business empire dedicated to fashion shopping without the huge costs of having a high street presence, and in a fraction of the time.



Internet fashion shopping is now an everyday occurrence for most of us, so it's hard to believe that it's only fourteen short years ago that the first Internet shopping transaction took place in the US, when a single compact disc was sold online. Sales have rocketed from that single ten or fifteen dollar purchase to this year's estimated sales of over 45 billion pounds in the UK alone. Of that 45 billion pounds a massive proportion of that will be spent fashion shopping.

Quite where that leaves the traditional bricks and mortar stores is anyone's guess. If you're anyone in fashion or fashion retailing, then you're online. Without a web presence you're traditional fashion shopping public will forget you in an instant and they'll spend their hard earned cash elsewhere.

Well to begin with, there is choice like you've never experienced before. If you choose, you can still visit the high street and you can still order from a printed catalogue, but add to the mix the Internet and you have a whole new fashion shopping ballgame.

Even the staid old mail order catalogues have a website now; in fact it's some of the more familiar mail order brands that are leading the way when it comes to website innovation. Online catwalk fashion shows, superior zoom and pan features and a broader range of sizes from petite to plus size, make your familiar old catalogues the first place to start your fashion shopping.
Shopping online is here to stay and with every retailer worth their salt investing in this technology, you can bet your boots there'll be more exciting innovations to follow.

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Fashion Jobs

Fashion Jobs Are in Demand

In ever-increasing job opportunities, people want to opt for those jobs in which they feel satisfied and which are different from daily work. Nowadays, people are more and more opting with such opportunities where they can earn better than others.
As things are changing fast and as our lifestyle is becoming grand and more and more people are now opting fashion industry as there career. Fashion industry has become most popular among youngsters as it is very profitable and the demand of the modern world.

Each day there is challenge of designing some thing new. And with modernization this sector has seen a fast growth.

Now a days there are many fashion schools where people can learn the art of designing. To get enrolled in any of the fashion designing schools will surely help you as you will come to know the demands and taste of the clients and how to work as per their choice. This lesson can only be taught be expert professionals. Not only learning in fashion school is important in order to get job in fashion industry of Phoenix but equally import is your networking skills and your performance in Internships.



In America, every year lots and lots of fashion jobs shows are being conducted. Fashion weeks have been showcasing elite designs has become one of the most popular events among the fashion lovers. They eagerly wait for such events to happen so that they can get the taste of the up coming fashion.

The fashion shows provide ample opportunities to young designers and a platform where they can showcase their talent. It is considered very important event because it opens the door for the talented people.

Finding a suitable job can be a little bit difficult but all you need is faith. You need to understand the ever changing market tread and to wait for the right job and when you get one then how to grab it.

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Fashion Design Colleges

Fashion Design Colleges

While many people go into modeling and fashion design with no real experience and certainly no formal experience, those that do seem to fair much better. Modeling and fashion design colleges can help you lay the foundation for what may become a beautiful career. Modeling and fashion design may appear to be easy and straightforward, but there are many small details that one cannot learn by just stepping into the business. Modeling and Fashion design colleges have been around since the beginning of the industry for those that really wanted to pursue the business in a professional manner. For a long time these colleges were often laughed at and dismissed, but as more and more unqualified people entered the business place, these fashion design college options seemed more and more worthy. Many of the fashion design schools offer education in modeling, fashion, fashion merchandising, as well as sales marketing. Any fashion design college such as Barbizon or Brooks College offer this full education that can really allow students to try many things before they settle on just one aspect of the fashion industry.



Modeling and fashion design colleges are commonplace now and most of those that are interested in fashion have to attend them now to be taken seriously. Fortunately, for most of the students, most of these fashion design college choices are not very expensive so they can get their education completed and out into the fashion world in very little time. The bottom line is that modeling and fashion design schools are worth the time and money that they take to get an education. An education through a fashion design college can be priceless, especially if you take the time to really learn new things, refine your skills, and even make some contacts in the business to make breaking into the business even easier.
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