Fashion Marketing

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Fashion Marketing:
An Introduction
Wance Tacconelli
Donghua University
Shanghai

Session Overview
• Course learning goals
• Key fashion terminologies
– Style, design and fashion

• Key fashion markets
– Womenswear, menswear, accessories

• What is marketing?
– Understanding customer needs
– Delivering value
– Marketing as a social and managerial process

• Customer relationship and profitability
management

A bit about myself…
Education
University of York, UK
B.A. in Sociology

London School of Economics and Political
Science (LSE), UK
M.Sc. in Economics

University of Southampton, UK
Ph.D. in Marketing
3

Academic Work Experience
• University of Surrey, UK
– Lecturer in Retail Marketing

• The University of Hong Kong, China
– Lecturer in Marketing

• Fashion Institute of Technology, USA
– Lecturer in Global Fashion Marketing

• Donghua University, China
– Lecturer in Marketing
4

Industry Work Experience
• PT Trend Studio, Rome, Italy
– Sales and Marketing Director

• International Labour Office (United Nations),
Geneva, Switzerland
– Research Officer

5

Contact Information
• Email: wancestyle@gmail.com

6

Core textbook
• Mike Easey (2009). Fashion Marketing. WileyBlackwell.

Internet Resources












http://www.economist.com/
http://www.elle.com/
http://www.guardian.co.uk/fashion/fashion-industry
http://fashion.telegraph.co.uk/
http://www.ft.com/intl/arts/style
http://www.jingdaily.com
http://www.independent.co.uk/life-style/fashion/
http://www.marketingweek.co.uk/
http://nypost.com/fashion/
http://www.style.com/
http://www.thebusinessoffashion.com/

What are you wearing? Zara, H&M, Uniqlo, Hollister?
Any luxury brands? Gucci, Prada, Burberry, Louis Vuitton?

WHY?

What is a style?
A type of product that has one or more
specific features that distinguish it and make
it different from other products within the
same category

Example of different styles of shoes

Oxford Shoes

Mocassin Shoes

What is a design?
• A distinct individual interpretation of the same
style
– variations in trimming, texture, decoration or
other details

Two designs of the Oxford style

What is a fashion?
• The prevailing or accepted style in dress or
personal decoration established or adopted
during a particular time or season
• A style does NOT become a fashion until it
gains consumer acceptance

Fashion involves change, accepted change,
defined as a succession of short-term trends
or fads

Change does not necessarily mean new. In fact,
often, change involves recycling previous
styles and adapting them to the new,
contemporary environment.

PUNK

Punk Movement, late 1970s
1970S

Vivienne Westwood, Fall 2009 2011
Vivienne Westwood, Fall

Where do fashions originate?

Trickle-down theory
• New styles make their
first appearance among
people at the top levels
of the social pyramid
• Then they are gradually
adopted by the lower
social classes (the mass)

People at the top of the fashion social
pyramid

People at the top of the fashion social
pyramid

Trickle-up theory
• Young people are
quicker than any other
social groups to initiate
new and different
fashion and that
fashions filter up
• Not merely from youth
to older age groups, but
also from lower to
upper economic classes

TEDDY BOYS

1960s

Comme de Garcons, Winter 2012

Related Fashion Services
Styling
Garment alteration, cleaning,
repairs
Hairdressing
Sun tanning
Cosmetic surgery
Tattoos

FASHION PRODUCTS
AND SERVICES
USAGE SITUATIONS

CLOTHING
Underwear...Outerwear
Formal……..Informal
Bespoke… ..Ready-made

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

Work/School
Leisure
Domestic

Womenswear clothing market definition
• Ready-to-wear garments for every day wear,
sports and work.
• Product...
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