Extended Essay

Topics: Marketing, Marketing strategy, Marketing research Pages: 5 (715 words) Published: May 30, 2012
Extended Essay Planning (brainstorm)

Topic Question : what are the significant factors for a fashion brand survive in the market?

HEAD : In the very first paragraph, i'm going to introduce what my topic is about, in which regions am I going to research and what my aim is. Then i'm going to extend the range of my research question and bring it to the next level, which can analyzed by the information from fashion brands, marketings and businesses. Fashion forecasting

Trends picked up by press


Business models

Consumer fashion trends
Designer catwalk trends



Political & economic
Sales promotion

Business opportunity

Personal selling
Public relations




Viral marketing



Technological developments
Product design


Bricks & mortar stores




Fabrics, materials & components
Product manufacture & supply chain


Consumer trends & behaviors

Retail trends

Emerging markets & trends in the market + size of the market & state of the market Market share

Operations & services

Products & prices

An understanding of customer requirements

The first step in being able to design, produce and deliver merchandise that satisfies or indeed exceeds consumer desires, requirements or expectations. It is always about what people want to buy, not just what a fashion designer wants to design and it's important to research consumers in some detail, identifying who they are and what they might want. Predicting future fashion and market trends are significant for determining the trends, styles, colors or technologies, which are most likely to appeal to customers in the coming seasons.

Creating, communicating and deliver value

Successful business relies on a strong and effective interrelationship between the activities of creating, communicating and delivering. If one of those aspects fails, it will affect the total result. It is no good to create or advertise wonderful products if they are not delivered. If the products do not match the quality levels expected by customers, or service is not up to standard, then value will not have been delivered. Also, the value is linked to the overall service of a company provide and customer's experience and satisfaction.

Marketing as a social process

Marketing is a social process where individuals or groups can create and exchange products or information with each other. Fashion has a unique ability to be used for social connection and communication. There is a term for a collection of people who dress in a common distinctive style, it's called style tribe. Those people may not actually know each other directly but might share similar values and cultural attitudes by adopting a specific mode of dress, tribe members can shape their identity and gain a sense of belonging.

BODY : In the middle of my essay, I should give some examples to support my topic. The successful brands, such as Converse, Calvin Klein, Chanel, can clearly reflect my topic and the factors which keep those brands so lively in this huge fashion field have closely connected to the marketing strategies that the top marketers and designers used. Besides, the competitions in this field have been increasingly becoming tighter and more intense throughout the years.

Converse :

The Company's marketing strategy is centered on the Converse All Star brand, which is positioned as the American performance brand with genuine sports heritage. The company believes that there are significant opportunities to build the brand, which commands high consumer awareness generated by its 91 years of history. The company's consumer research has become an...
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