FASHION MARKETING

RESEARCH LOG

FASHION
The trend of an era
About Comfort
Appeals to our sense
Fads – Fast trends
Fashion is a statement, it is for all sizes.

FASHION MARKETING
Fashion marketing is a branch of marketing that deals with the promotion of clothing but it is also about identifying the
target market that the clothing brand will be aimed at.

It also includes the decision about how products will be showcased in stores. To be successful in business marketing is
a very important aspect and we have to keep up with the trends and come up with the idea to launch ads or campaigns
at the right time.

Fashion marketing is very crucial because it shows the ways to connect the product produced or designed by the
designers to the right target customers.

REFLECTION
I always thought marketing is only about advertising the product after it is made but fashion marketing starts
beforehand.

ACTIVITY IN CLASS
TO FIND OUT HOW OUR CHOSEN BRAND PROMOTES ITS PRODUCTS IN DIFFERENT WAYS

MY FINDINGS

Started as an online platform but to reach more customers also launched offline stores to bridge the
gap between what they see and what they feel.
Campaign of #selfiewithdidi to show love and give recognition to household help. In 2017, all the
orders contained small gifts as appreciation. ( git was handcrafted silver earrings)
Collaboration with different segments of the business like Blue Tokai ( filter coffee)
One-day sale offers - 70% offers
Open house in which they showcase their exclusive collection, provide special offers, and are also
aware of the details or production process of the product.

MARKETING MIX
PRODUCT

A product is a commodity, produced to satisfy the need of a potential customer. The product can be intangible or
tangible. Extensive research is done before developing a product as it has a fluctuating life cycle, from the growth phase
to the maturity phase to the sales decline phase.

To survive in a competitive market it is important to reinvent their products or launch new products to have more
demand once it reaches the sales decline phase. PRODUCT should be exclusive and unique from the competitor’s
product.

2 ATTRIBUTES OF THE PRODUCT

Physical/Non Physical

Physical - Ex (Bottle)
Non-Physical - Example(Color)
an
Product Line - Women/Men/Kids
Product assortment - Tops/Dresses, Bottoms, Jackets, etc.
Depth - Bags ( Sling, Tote, etc.) Variety in a category
Width - Accessories ( Bags, Watch, Belts)

PRICE

Price is a very important aspect. Price is the amount that a customer pays to buy the product. Price is the
most crucial element of a marketing plan because it is the kind of return that the company gets for the
product they offer and all the efforts to produce the product too. Price should be determined after
considering the cost and the demand in the market.

PLACE

Place refers to offline and online modes that the business uses to sell its products. Research about the
right position and area is done to distribute the product Different categories of products have different
strategies
For example- products having close substitutes should be easily accessible to the customer. Exclusive and
unique products like feedbackluxury product do not need to be easily accessible and their promotion
strategies are different because their target customer is different.

PROMOTION

It is a marketing process that helps the company to advertise the product and its features to the general
public. It is an important aspect because it helps to grab the attention of the customers and attract them
to buy the product. The promotion includes direct marketing, advertising, personal selling (Door to Door),
sales promotion, etc.

PEOPLE

The employee of the company is important in marketing because they are the ones who deliver the service
to clients. Hiring and training the right people to deliver superior service to the clients also helps to make
the business survive and make profit. Finding people who genuinely believe in the products or services
that the particular business creates and also have the ability to make others believe are difficult to find.

Also, these people can provide honest feedback about the business and the product that can help in
growing the business.

PROCESS

Businesses should always make sure that the process of making the product is well structured and verified
regularly to avoid mistakes and minimize costs. Also, businesses that claim to be sustainable and
environmentally friendly should not use any material that denies their claim because customers are
conscious about the process too nowadays, a business can lose the customer because of that.

PHYSICAL EVIDENCE

It refers to security about the physical evidence that the service was delivered. The concept of branding
and packaging comes under it.

REFLECTION

I only knew about the 4 P’s and one thing that is stuck in my mind is that the employees are the first
customer of the business, so the business should listen to their feedbacks.

STP
STP marketing refers to (Segmentation, Targeting, and Positioning) model to make strategies to
know about customers and the market and to choose the best one for their products.

SEGMENTATION

Through research or analytic, the segment of the market is selected. We need segmentation
because businesses can’t offer their products to everyone equally. 

We can shape the segmentation in various ways:-

Demographic
Age, marital status, gender, employment and education, income

Geographic  
Country, regions, cities, neighborhoods
 Psychographic
Values, personality, lifestyle, attitudes, interests

Behavioral
How does the segment use products
What do they want from the products?
How they behave on your online platforms.

TARGETING

After creating our segments, then we have to choose which ones work best.

At first, research about each segment’s business opportunities is done and the one that aligns with
the goals is chosen. 

While analyzing the segments following questions question can determine whether it is worth it to
the business or not.

Measurability
What is the size of the segment?
Purchase behaviors 
Needs of the segment
Accessibility
Can we communicate (advertising, for example) with the segment?
How often we can communicate
How costly is it? 
The required marketing channels
Sustainability
Is the segment profitable enough to sustain marketing efforts?
Does the segment align with our business goals? 
Actionability 
Can we maintain a competitive edge for the segment? 
Can we communicate the way the segment wants? 

POSITIONING

Positioning is about creating products and marketing them to fit a marketing segment you created.

It is very important to understand how to position our offering to the chosen segments, otherwise,
we can’t succeed with our marketing strategy. 

We can use tools to figure it out: 

Understand your USP 

Positioning map
REFLECTION

It was very interesting to learn about the criteria for how the business chooses the appropriate
market and customer and then chooses the best marketing strategies according to it. The
promotions strategy and area are also different for different categories of products. It is all done
after intense research and analysis, It never occurred to me that all this requires a lot of planning.

PERCEPTUAL MAP
A perceptual map is a diagram used by businesses to map out the customer’s perceptions about
different products, or brands. It also maps what the customers think about other brands and
competitors, and their products.

Steps to make the map

First- we have to choose attributes that the customers use to compare one product to another.

Second- setting dimensions(Setting dimensions helps to know about the customer’s perceptions. In
this step, numerical values are provided on each axis)

Third-Deciding the products or brand to compare

Fourth- Surveying to analyze the customer perceptions about different brands or products and
then mapping it

Fifth- At last, the map is prepared

REFLECTION

The perceptual map makes it very interim easy to compare the brand or products, see even learn
to make it in excel it is quite helpful if we want to compare it from more than two attributes
because preparing it manually will not provide an accurate rate answer.
MARKETING
ENVIRONMENT

FOUR P'S AND FOUR C'S

4 P'S 4 C'S

PRODUCT CUSTOMER VALUE

PRICE COST TO CUSTOMER

PLACE CONVENIENCE

PROMOTION COMMUNICATION

CUSTOMER PERCEPTION
Customer is happy when he/she is satisfied with the experience that he/she has with the product or
services.

Factors influencing the customer perception

Personal experience
Advertising
Influences
Customer reviews
Social Media
BY:- DAKSHITA PRADEEP SINGH