MA FASHION MANAGEMENT AND

FASHION & TEXTILE MARKETING

Winchester School of Art  
Lecture  Prepara+on  Slides    
Interpre+ng  Brand  Iden+ty  Through  Product  Design  
2013  
Molly  K  Mills  
 Product  
These  slides  should  prepare  you  for  the  lecture  
by  enabling  you  to:  
•  Define  what  a  product  can  be  both  generally  
and  rela+on  to  apparel  
•  Use  the  5  levels  of  Customer-­‐Value  Hierarchy  
to  analyse  a  products  aMributes  and  benefits  
•  List  and  apply  the  different  ways  of  classifying  
product  
 Lecture  Prepara+on  Reading  

•  Posner,  H.  (2011).  Marke&ng  Fashion.  London:  

Laurence  King  
 
•  Kotler,  P.  &  Keller,  K.  L.  Global  Marke&ng  
Management.  (14th  ed.).  Harlow,UK:  Pearson,  
Ch.12  
 
 What  do  we  define  as  a  product?  
“Many  people  think  a  product  is  tangible,  
but  a  product  is  anything  that  can  be  
offered  to  a  market  to  sa+sfy  a  want  or  
need,  including  physical  goods,  services,  
experiences,  events,  persons,  places,  
proper+es,  organiza+ons,  informa+on,  and  
ideas.”  
 
 
Marke'ng  Management:  Global  Edi+on  (14ed),  Kotler,  P.  &  Keller,  K.  L.  Pearson  –  P.347  
 Product  for  apparel  or  fashion    
Relates  to  generally  to  product  design  which  is  made  up  
of:  
•  Style  
•  Fit  
•  Sizing  
•  Quality  
•  Fashion-­‐ability  
•  Performance  
•  Func+on  
Product  rarely  refers  to  just  one  item,  it  is  more  likely  to  
be  a  range  or  collec+on  of  products.  
 Product  AMributes  and  Benefits  

•  Product  a0ributes:  refer  to  the  features,  

func+ons  and  uses  of  a  product.  

•  Product  benefits:  relate  to  how  a  products  

aMributes  might  benefit  the  consumer.  
 Product  levels:  The  Customer  Value  Hierarchy  

1. Core  Benefit  
2. Basic  Product  
3. Expected  Product  
4. Augmented  Product  
5. Poten+al  Product  
 
 
Marke'ng  Management:  Global  Edi+on  (14ed),  Kotler,  P.  &  Keller,  K.  L.  Pearson  –  P.348  
Target  Diagram  
 Three  Types  of  Product  Classifica+on  

•  DURABILITY  &  TANGIBILITY  

•  CONSUMER  GOODS  CLASSIFICATION  

•  INDUSTRIAL  GOODS  CLASSIFICATION  

 
 
Marke'ng  Management:  Global  Edi+on  (14ed),  Kotler,  P.  &  Keller,  K.  L.  Pearson  –  P.349,  &  340  

 
 Product  Classifica+on  
CONSUMER  GOODS  CLASSIFICATION  
•  Convenience  Goods  
–  Staple  goods  
 (purchased  regularly,  toothpaste,  soap,  etc.)  
–  Impulse  goods  
 (purchased  with  out  planning,  magazines,  candy,  etc.)  
–  Emergency  goods  
 (purchased  when  a  need  is  urgent,  umbrellas  when  it  rains,  boots  when  it  snows  
etc.)  
•  Shopping  Goods  
–  Those  goods  that  the  consumer  compares  on  the  basis  of  suitability,  quality,  
price  and  style.  
•  Speciality  Goods  
–  Goods  with  a  unique  characteris+c  or  brand  iden+fica+on,  for  which  buyers  
will  make  a  special  purchasing  effort.  
•  Unsought  Goods  
–  Life  insurance,  Cemetery  plots,  gravestones.  These  require  adver+sing  and  
personal  selling  support.  
 Product  Classifica+on  
INDUSTRIAL  GOODS  CLASSIFICATION  
•  Materials  and  Parts:  
1.  Raw  materials  
–  Farm  products  e.g.  coMon  
–  Natural  products  e.g.  crude  petroleum  
2.  Manufactured  materials  and  parts  
–  Component  Materials  e.g.  yarn  
–  Component  Parts  e.g.  buMons  
•  Capital  Items:  
1.  Installa+ons    
(Buildings,  Factories,  Offices  etc.)  
2.  Equipment    
(Looms,  Knilng  Machines,  Computers  etc.)  
•  Supplies  and  business  services:  
1.  Maintenance  and  repair  items  
2.  Opera+ng  supplies  
3.  Business  advisory  services  
 Product  Differen+a+on  
Product  differen+a+on,  allows  brands  to  create    
“unique  selling  proposiAons”  (or  points)  omen  known  as  USP.  
 Product  is  differen+ated  within  the  market  place  by  its,  
•  Form  
•  Features  
•  Customiza+on  
•  Performance  Quality  
•  Conformance  Quality  
•  Durability  
•  Reliability  
•  Reparability  
•  Style  
 Service  Differen+a+on  
The  other  way  of  crea+ng  product  differen+a+on  or    
“unique  selling  proposiAons”    
Is  to  add  value  to  the  product  through  the  services  
that  are  offered,  to  the  customer,  
•  Ordering  Ease  
•  Delivery  
•  Installa+on  
•  Customer  Training  
•  Customer  Consul+ng  
•  Maintenance  and  Repair  
 Lecture  Introduc+on  
We  will  be  exploring  and  analysing  how  brand  
iden+ty  translates  into  the  design  of  a  product.  
 
This  session  should  enable  you  to  visually,  
•  IdenAfy  and  analyse  characteris+cs  in  fashion  
products  that  are  used  to  visually  
communicate  a  brands  iden+ty.  
 Expressing  the  brand  through  design  
   
“Design  is  the  totality  of  features  that  affect  
how  a  product  looks,  feels,  and  func+ons  to  a  
consumer.  Design  offers  func+onal  and  
aesthe+c  benefits  and  appeals  to  both  our  
ra+onal  and  emo+onal  sides.”  
 
 
 
Marke'ng  Management:  Global  Edi+on  (14ed),  Kotler,  P.  &  Keller,  K.  L.  Pearson  –  P.354  

 
 
 Expressing  the  brand  through  design  
“Brands  manifest  themselves  in  the  products,  
services,  sites  and  experiences  of  an  organisa+on.  
In  a  Brand  led  organisa+on,  design  can  add  value  
from  the  top  down,  through  brand  communica+on,  
iden+ty  management  and  making  the  brand  both  
visible  and  tangible.”  
 
“Some  organisa+ons  are  design-­‐led;  design  is  
central  to  all  of  their  decision-­‐making  processes.”  
 
Design  Management:  Best,  K.  (2006)  AVA,  p.100  

 
 
 Lecture  Exercise’s  
1.  Having  read  through  the  slides,  please  bring  any  ques+ons  you  
have  with  you  to  the  lecture,  as  I  will  conduct  a  Q&A  around  
them.  
 
2.  Please  bring  a  shoe  to  the  lecture  that  you  feel  expresses,  
•  Who  you  are  
•  Your  own  personal  style  
 
You  will  be  asked  in  the  Lecture  to,  write  down  10  design  /  brand  
characteris+cs  to  describe  your  shoe,  and  you  may  be  asked  to  stand  
up  and  present  your  shoe  to  the  group.  
 
Please  note  if  you  do  not  bring  a  shoe  in  I  will  be  asking  you  to  use  one  
of  the  shoes  you  are  wearing.  
 Reading  

Core  Reading  
•  Best,  K.  (2006).  Design  Management:  Managing  Design  Strategy,  Process  
and  Implementa&on.  Switzerland:  AVA  Publishing  Limited.  
•  Posner,  H.  (2011).  Marke&ng  Fashion.  London:  Laurence  King    
•  Kotler,  P.  &  Keller,  K.  L.  Global  Marke&ng  Management.  (14th  ed.).  
Harlow,UK:  Pearson,  Ch.12  

Recommended  Reading  
•  Muji:  Keikaku,  R.(2010)  Rizzoli,  New  York