Bogotá D.C , June 10 2019.

Fashion Marketing

Mariana Arias O.

PAYLESS MARKETING STUNT CONVINCES CUSTOMERS TO SPEND BIG ON SHOES

Questions:

1. Do you think this marketing stunt will lead to increased sales at Payless in the
long term? Why or why not?

I think that this idea can increase Payless sales in the future as it may not for two reasons.

The first is that the marketing they used initially made many consumers come and have
the willingness to pay large amounts for high-end designer shoes. Once they find out the
truth, things can change as well as how these clients who arrived at the beginning because
of the marketing they used at the opening may remain as Payless clients, this may not
happen.

On the other hand, they can increase their sales if the voice to voice helped many people
know the reality of the brand, if so Payless could attract the attention of the segment of
customers in the market for which their products are directed or other customers willing
to buy.

For these two reasons I think it is very relative that the marketing they used initially
increased their long-term sales, because this doesn’t guarantee absolutely anything with
the consumers.

2. How does packaging affect a consumer’s perception of a product?

Well as we all know "EVERYTHING ENTERS THROUGH THE EYES", I mean with this, that
most consumers when buying don't always look at the characteristics of the product they
look how it looks or how it comes, for that reason I think the packaging not only for the
tangible products but also of a store or restaurant will always call the attention of the
consumers and it is what will take them well to enter to consume or acquire the product,
this happens thanks to the first impression that it creates in the consumer.
So, from my point of view packaging is very important for the perception of a customer
and for this to buy or consume it as well it is an influential factor in the purchasing
decisions of customers.

LOUBOUTIN WINS TRADEMARK CASE OVER FAMOUS RED-SOLED SHOES

Questions:

1. Do you think Louboutin’s shoes deserve trademark protection for their famous
red soles? Why or why not?

Yes, Louboutin shoes deserve protection of their brand because the differentiating and
innovative factor of this is based on the fact that all their shoes regardless of the design
wear the sole in red. For this reason I think that no other brand being this the
differentiating factor in which the designs of shoes of this designer are different should
take products like that, since they would be copying and taking away value from that
innovative and differentiating factor in footwear fashion of this luxury brand.

2. How will this decision affect the ways that big brands like Louboutin do business
in Europe? How will it affect their competitors?

This decision of the higher court can affect both the big business brands in Europe and its
competitors, since if the court approves that the brands that use a distinctive color as part
of their trademarks can’t be used by anyone else in Europe in the elaboration of products
of the same category since they have invested a lot in this to position the brand in the
market and have a factor that distinguishes them will have a positive effect for the big
brands that have implemented this as part of their business because nobody could make
those types of products using the color that distinguishes them.
However, if the higher court approves that other brands can use that in the same category
of products it would affect the big brands because any brand belonging to any range can
make similar products using their differentiating point or rather copying this into their
products what will affect the big brands and will no longer have exclusivity and any person
of any level will be able to carry similar products, losing these glamor, positioning and
differentiating point in the market.

UPDATING THE RETAIL EXPERIENCE WITH INTERACTIVE MIRRORS

Questions:

1. Will technological advancements like smart mirrors encourage consumers to go

to stores rather than shop online?

I think that technological advances such as mirrors can help consumers go to

stores more, since they facilitate shopping by making it much faster and more
effective, however many people will continue to buy online since they do not have
to travel to any store. part and this gives them more comfort and ease when it
comes to shopping.

However, I think that buying in the stores in this way will be better since they will
reach many more products that can be found in online pages.

2. Is an Oak Labs smart mirror worth $25,000 plus additional monthly costs?

Yes, an Oak Labs mirror is worth $ 25,000 plus the monthly costs associated with the
license fee for the software it needs, but it is an investment that for many stores will be
worthwhile since it will allow them to increase the visits of their clients making the
experience more nice for these and therefore thus increase their sales.

FORMERLY FASHIONABLE RETAILERS LOSE GROUND WITH TEENS

Questions:

 
 1. Why didn’t Aeropostale follow the lead of its competitors and depend less on
branding?

Aeropostal didn’t follow the leadership of its competitors because it thought that to
continue using logos in the clothes that they sold would make the people who used it feel
better and safe but didn’t think about the consequences in the time of today to continue
using clothing with logos could bring , which caused long-term fatal consequences to the
brand.

2. Will teenage consumers continue to look for uniqueness in their clothing or could
they eventually be won over with logos again?

Consumers today tend to look for more unique trends in clothing as they do this through
existing fashion, personality and other factors that nowadays influence consumers, on the
side of logos I think that could be used again but not as before so in this generation has
more weight and importance the originality of each individual who seeks to show their
own style in a different way.

PINTEREST SENDS SHOPPERS TO STORES

Questions:

1. Does there appear to be a clear path consumers are taking in purchasing

decisions?

Yes, there is a path that consumers are taking to make their purchases and this is
divided into two types of customers: one that is looking for products of interest
but chooses those that are on offer or looking for those that are discounted and on
the other hand, customers who aren’t seekers is to say those customers who don’t
look for anything specific in their visit to the online pages are interested in
products and they press like and the page when it is available notifies the person
what can be achieved that the customer makes the purchase of said product.

2. What’s an important fact all retailers must remember about consumers?

It is important that retailers keep in mind the needs, requirements and specifically
the interests that consumers have today, since this will allow them to know what
 products can be sold for them to be a success but to achieve this they must have a
more direct contact with the client to know the above and also to be able to make
it known to consumers through the different means of the products they have, the
promotions they have at the time and others, which will make the consumer
aware and Interested in making the purchase to retailers and feel satisfaction with
the completion of their purchase with these.