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Fashion Marketing Concepts

What is fashion?
Fashion involves change, accepted change,

defined as a succession of short-term trends


or fads.
Styles do not become fashions unless they
win acceptance amongst consumers.
Fashion is not just about clothing.

Related Fashion Services


Cosmetic surgery
Tattoos
Hairdressing
Garment alteration, cleaning,
repairs
Sun tanning

CLOTHING
Underwear...Outerwear
Formal..Informal
Bespoke ..Ready-made
Natural..Man-made

Fashion-related products
Shoes Hats Hosiery
Jewellery Belts Bags
Scarves Cosmetics
Fragrances Wigs

FASHION PRODUCTS
AND SERVICES

USAGE SITUATIONS
Work/School
Leisure
Domestic

But fashion fulfills more than just a basic need

of clothing and home furnishings.


Fashion fulfills a need to reflect an image of

oneself to the world.

What is Marketing?
Process by which individuals and

groups obtain what they need and


want through creating and exchanging
products and value with others.

More simply: Marketing is the

delivery of customer satisfaction at a


profit.

Marketing--?
A process of exchange
The social and managerial Process by which
individuals and groups obtain what they need,
want and desire through creating and exchanging
products and services with others.

Is Marketing an Art or
Science--------?

Marketing is a Science
- Marketers use Scientific tools and
Techniques to quantify their
findings
Marketing is an Art
- Tapping customers/ consumers
mind requires psychological skills ,
ability to offer a product
requires creativity and risk taking
skills

What is Fashion
Marketing?
. the application of a range of techniques
and a business philosophy that centres upon
the customer and potential customer clothing
and clothing-related products and services in
order to meet the long-term goals of the
organisation
Mike Easey

Core Marketing Concepts


Needs, wants,
and demands
Markets

Exchange

Products
and services

Value

What Motivates a Consumer


to Take Action?
Needs - Needs :Basic physical needs for food, clothing,

shelter, social needs for belongingness and


protection, individual needs for knowledge and self
expression. Such a requirement are not created by
market hype but are part of basic human makeup.
(Food, Clothing, Shelter, Belonging etc. ) i.e. I am
thirsty

Wants - The human needs take the form of wants when

shaped by culture and individual personality. They


are created by Market hype. Needs are few and
wants are many . i.e. I want a Coca-Cola.

Demands - Human wants backed by buying power .

Marketers primary job is to create new desires . i.e, I


have money to buy a Coca-Cola.

What can you market ?


Products
Services
Ideas, causes, and concepts
People
Places

What Will Satisfy Consumers


Needs and Wants?
Products - anything

that can be offered to


a market for
attention, acquisition,
use or consumption
and that might satisfy
a need or want.
Examples: persons,
places, organizations,
activities, and ideas.

Services - activities

or benefits offered
for sale that are
essentially intangible
and dont result in
the ownership of
anything.
Examples: banking,
airlines, haircuts,
and hotels.

How Do Consumers Choose


Choose Among Products and
Services?

Customer Value - benefit that the customer

gains from owning and using a product


compared to the cost of obtaining the product.

How do Consumers Obtain


Products and Services?
Exchanges - act of obtaining a desired object from

someone by offering something in return.

The Concept of Exchange

At
AtLeast
LeastTwo
TwoParties
Parties

Something
Somethingof
ofValue
Value

Necessary
Necessary
Conditions
Conditions for
for
Exchange
Exchange

Communication
Communicationand
andDelivery
Delivery

Freedom
Freedomto
toAccept
Acceptor
orReject
Reject

Desire
Desireto
toDeal
DealWith
WithOther
OtherParty
Party

Market
Market--buyers
buyers
who
whoshare
shareaa
particular
particularneed
need
or
orwant
wantthat
thatcan
can
be
besatisfied
satisfiedby
byaa
companys
companysproducts
products
or
orservices.
services.

Actual
Actual
Buyers
Buyers

Potential
Potential
Buyers
Buyers

Concept of Marketing
Management
Philosophy
Every company can have different
ideas or
philosophy. For example, a particular company can
have its idea or philosophy that if the production is
done on a large scale, the cost would be less and
the product would be sold automatically.
In this way, such a company will concentrate
mainly on the large scale production of goods.
Similarly, some other company can have a different
idea. It may have an idea that if the quality of the
product is improved, there will be no difficulty in
selling the product.

Under the marketing


management philosophy, we
shall study the following five
(1) Production Concept
concepts:
(2)
(3)
(4)
(5)

Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept

Production Concept
Those companies who believe in this philosophy think

that if the goods/services are cheap and they can be


made available at many places, there cannot be any
problem regarding sale.
Keeping in mind the same philosophy these
companies put in all their marketing efforts in
reducing the cost of production and strengthening
their distribution system. In order to reduce the cost
of production and to bring it down to the minimum
level, these companies indulge in large scale
production.
This helps them in effecting the economics of the
large scale production. Consequently, the cost of
production per unit is reduced.
The utility of this philosophy is apparent only when
demand exceeds supply. Its greatest drawback is that
it is not always necessary that the customer every
time purchases the cheap and easily available goods

Product Concept

Those companies who believe in this philosophy are

of the opinion that if the quality of goods or services


is of good standard, the customers can be easily
attracted. The basis of this thinking is that the
customers get attracted towards the products of
good quality. On the basis of this philosophy or idea
these companies direct their marketing efforts to
increasing the quality of their product.
It is a firm belief of the followers of the product
concept that the customers get attracted to the
products of good quality. This is not the absolute
truth because it is not the only basis of buying goods.
The customers do take care of the price of the
products, its availability, etc. A good quality product
and high price can upset the budget of a customer.
Therefore, it can be said that only the quality of the
product is not the only way to the success of

Selling
Concept

Those companies who believe in this concept think that


leaving alone the customers will not help. Instead there is
a need to attract the customers towards them. They think
that goods are not bought but they have to be sold.
The basis of this thinking is that the customers can be
attracted. Keeping in view this concept these companies
concentrate their marketing efforts towards educating and
attracting the customers. In such a case their main
thinking is selling what you have.
This concept offers the idea that by repeated efforts one
can sell-anything to the customers. This may be right for
some time, but you cannot do it for a long-time. If you
succeed in enticing the customer once, he cannot be won
over every time.
On the contrary, he will work for damaging your
reputation. Therefore, it can be asserted that this
philosophy offers only a short-term advantage and is not

Marketing Concept
Those companies who believe in this concept are

of the opinion that success can be achieved only


through consumer satisfaction. The basis of this
thinking is that only those goods/service should
be made available which the consumers want or
desire and not the things which you can do.
In other words, they do not sell what they can
make but they make what they can sell. Keeping
in mind this idea, these companies direct their
marketing efforts to achieve consumer
satisfaction.
In short, it can be said that it is a modern concept
and by adopting it profit can be earned on a longterm basis. The drawback of this concept is that

Societal Marketing
Concept
This concept stresses not only the customer satisfaction

but also gives importance to Consumer Welfare/Societal


Welfare. This concept is almost a step further than the
marketing concept. Under this concept, it is believed
that mere satisfaction of the consumers would not help
and the welfare of the whole society has to be kept in
mind.
For example, if a company produces a vehicle which
consumes less petrol but spreads pollution, it will result
in only consumer satisfaction and not the social welfare.
Primarily two elements are included under social
welfare-high-level of human life and pollution free
atmosphere. Therefore, the companies believing in this
concept direct all their marketing efforts towards the
achievement of consumer satisfaction and social
welfare.
In short, it can be said that this is the latest concept of

THE SOCIETAL MARKETING CONCEPT


It is Marketing Concept (+) Societys well

being.
Balancing of following three considerations

while setting marketing policies :


-Customers want
satisfaction
-Societys well being
-Companys profits

Marketing Era
Sales Era
Present

Production Era
1950s
Industrial
Revolution

Mid-1920s

Marketing & Sales


Concepts Contrasted
Starting
Point

Focus

Factory

Existing
Products

Means
Selling
and
Promoting

Ends
Profits
through
Volume

The
TheSelling
SellingConcept
Concept

Market

Customer
Needs

Integrated
Marketing

The
TheMarketing
MarketingConcept
Concept

Profits
through
Satisfaction

3Cs

Customer

Competitor

Company

STP

Segmentation

Targeting

Positioning

4Ps

Product, Price, Place, Promotion


Integrated Marketing