- Dr Tarun Panwar

Presentation Plan

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Revisiting Fashion Uniqueness of Fashion Marketing Luxury Brand Systems Principles of Luxury Identity v/s Image Branding Strategies

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” Coco Chanel

UNDERSTANDING FASHION FASHION is the currently prevailing style well accepted by masses at a given point of time .

the key question…. Fashion movements are evolutionary or revolutionary? .

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Nature of Fashion Fashion movements are evolutionary in nature .

low volumes per SKU High demand uncertainty and variable demand high stock-out cost High inventory and obsolescence costs Uniqueness of Marketing fashion .       Psychological Obsolescence A short life cycle (selling period) Long lead times High product variety.

FASHION PRODUCTS : CHALLENGE  Long supply lead times Having too much product leads to markdowns/ discounts Having too little product leads to stockouts and lost opportunity   .

Leanings from Toy Industry “Mattel's business is subject to risks associated with the underproduction of popular toys and the overproduction of toys that do not match consumer demand.” Mattel Annual Report .

.Marketing Fashion PEOPLE NO LONGER BUY PRODUCTS TO KEEP THEM DRY AND WARM. They buy them because …….make them feel:MASCULINE SPORTY RUGGED DIFFERENT GLAMOUROUS YOUNG SUCCESSFUL RICH SENSUAL Our business now is selling excitement rather than products. . The product can…….

Brand Promise User Brand Trust Provider . That matters more and more as choices multiply. People want to simplify their lives.Ogilvy Perception of an „experience‟ offered by the product or service A promise that no other competing product provides Uniliver chairman. Niall Fitz Gerald says a BRAND is a storehouse of trust.    “The consumer‟s idea of a product” .

How are Brands different from Products? Products Functional Concrete. Rational Describes “What” Brands Emotional/Functional Conceptual. Distinct Unlimited life span Relationship oriented Can‟t be copied Generic Limited life span Transaction oriented Easy to copy A shirt A Louis Philippe Shirt . Perceived Describes “What” & “Who” Unique.

Singularity of focus Leadership Own the category Own a word Consistency Be consistent Longevity Withstand the test of time Strong Brands Perceived Quality Advertising Be refreshingly different Vivid Imagery Perceived Uniqueness .

Handmade Work. Unique Work. Materialized Perfection • Small Series. Factory. very fine craftsmanship • Series. Workshop. Cost Pressure Upper Range The Brand . Highest Quality in the category • Mass series.The Luxury Brand System AURA Griffe Luxury • Pure Creation.

 An object must always be up to par with its brand. Luxury brand awareness must be superior to its penetration.Principles Of Luxury Brand Management   Protect clients from non-clients. .

SENDING BRAND IDENTITY MEDIA RECEIVING SIGNALS TRANSMITTED BRAND IMAGE OTHER SOURCES OF INSPIRATION •MIMICRY •OPPURTUNITY •IDEALISM COMPETITION AND NOISE IDENTITY Vs IMAGE .

PICTURE OF SENDER PHYSIQUE PERSONALITY E X T E R N A L I S A T I O N RELATIONSHIP CULTURE REFLECTION SELF IMAGE I N T E R N A L A I S A T I O N PICTURE OF RECIPIENT BRAND IDENTITY PRISM .

Brand Identity Prism .

Branding Strategies Product Brand Line Brand Range Brand Source Brand Endorsing Brand .

Product Brand Strategy .

Range Brand Strategy Apparel Footwear Sports Equipments Eyewear Watches Accessories .

The Source Brand Strategy Armani .

The Endorsing Brand Strategy .

Thank You for your time .

The Line Brand Strategy GAP Inc. .

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House of Brands .

Branded House .

Value Addition Process In Fashion Marketing Type Fantasy Haute couture Retail Channel Designer house Boutique Better independent store Specialty store Department store Mail order Mass merchandiser Department store Price. fashion. value of timeliness Fashion pret-e-porter Diffusion line Style wear Contemporary classics Basic updated Budget store Discount store Basic budget .

services and experiences. A brand should strive to evoke emotions and create sensory experiences.. Front line employees are key to a brand‟s success. The corporate culture must reinforce the brand essence. . A brand‟s identity must be frequently and consistently presented. Brands : personifications of organizations.to delight the customers Top management support is crucial to a brand‟s success.Creating a winning Brand. Brand building with relevant differentiation begins with awareness. Profound customer knowledge. promise and personality. products.

” Gillian Law and Nick Grant. More Than Ever! “The increasing difficulty in differentiating between products and the speed with which competitors take up innovations will assist in the rise and rise of the brand.Brand It! Now. Management [New Zealand] .

A brand is a metaphorical story that connects with something very deep .” . A brand reaches out with a powerful connecting experience. Stories create the emotional context people need to locate themselves in a larger experience. “A Great Brand is a story that’s never completely told. It’s an emotional connecting point that transcends the product. if not all.a fundamental appreciation of mythology.Scott Bedbury: Nike/Starbucks “A Great Brand taps into emotions. Emotions drive most. of our decisions.

identities and experiences expressed through all media types. .BRAND CUSTODIAN BLUEPRINT MEDIA SPECIFICBRAND MEDIA NEUTRAL BRAND MANAGEMENT Corporate MANAGEMENT Product BRAND DNA Brand Brand theme name Brand identity Service Retail site Packaging Advertisement Public relations The above blueprint structures the process of developing new brand names.

Say the word and the brand will pop out! Spykar •Youth Culture Levi’s •501 Jeans United Colors of Benetton •Colors Big Bazaar •Value for money Nike •Just Do it! Own a Word! Armani •Niche .Strong brands own a word in the minds of consumers.

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