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What is fashion?
Fashion involves change, accepted change,
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
What is Marketing?
Process by which individuals and
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
Exchange
Products
and services
Value
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.
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.
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Production Concept
Those companies who believe in this philosophy think
Product Concept
Selling
Concept
Marketing Concept
Those companies who believe in this concept are
Societal Marketing
Concept
This concept stresses not only the customer satisfaction
being.
Balancing of following three considerations
Marketing Era
Sales Era
Present
Production Era
1950s
Industrial
Revolution
Mid-1920s
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