Fashion Marketing , Second year Fashion Design , Dezyne E'cole College. www.dezyneecole.com

1. Dimpal Chouhan
2nd Year Diploma
Fashion Design
Dezyne E’cole College
(NSQF Level 6 Of NSDC)

2. Project Report
on
Fashion Marketing
At
Dezyne E’cole College
Submitted to
Dezyne E’cole College
Toward The Partial Fulfillment Of The
Two Year Diploma Fashion Design
NSQF Level 6, NSDC
By
Dimpal Chouhan
Dezyne E’cole College
2017-2018

3. ACKNOWLEDGEMENT
I Am Tanuja Sahu Student Of Fashion Department Of 2nd Year Diploma Fashion Design Of Dezyne E’ Cole College Would
Like To Express My Gratitude To Each And Every Person Who Has Contributed In Stimulating Suggestions And
Encouragement Which Really Helped Me To Coordinate My Project .
I Also Thanks Dezyne E’ Cole College Who Provided Insight And Expertise That Great Assisted The Project. Also A Special
Thanks To My Teachers Parents And Colleagues Who Came Support Me At Every Step Not To Forget, The Almighty Who
Blessed Me With Good Heath Because Of Which I Worked More Efficiently And Better.
Dimpal Chouhan
2nd Year Diploma Fashion Design
NSQF Level – 6 Of NSDC

4. Dezyne E’ cole College
Civil Lines, Ajmer
www.dezyneecole.com
This Project of Ms. Dimpal Chouhan Student Of Fashion Technology with Two Years Advance Diploma Program Has Been
Checked And Graded As
Thanks
Principal
[Seal & Signature]

5. Fashion marketing
Types of Fashion marketing
Two Views of Fashion Marketing
Marketing concept
Marketing Environment
Company’s Microenvironment
Company Macro-environment
Marketing Mix
Marketing Triangle
CANTENT

6. Fashion Cycle
Marketing Triangle
Marketing MixFashion Cycle
7ps Marketing Mix
Market segmentation
4p’s costumer focused 4c’s
selling to consumers
Costumer segment
the supply chain of a cotton t-shirt
Thank you
Product

7. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April FASHION MARKITING
Fashion marking is the application of a range
of techniques and business philosophy that
centers upon the customer and service in
odder to meet the long –tern goals of the
organization . The very nature of fashion ,
where change is intrinsic, gives different
emphasis to marking activities . The role of
design in a variety of approaches to fashion
marking.
Design
centered
Fashion
marking
concept
Failure Marketing
Low
Low High
Concernfor
Fashiondesign
Concern for customers and profit
MASS PRODUCTION-High street and economy
HIGH END CHAIN LOVERS –
Diffusion and bridge brands
PRAT- A- PORTER
(Ready to wear luxury
collection )
COUTURE
HAUTS
COUTURE
Marketing
Concept

8. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
TYPES OF FASHION MARKING
Design centered : fashion marketing as promotion
Marketing is seen as synonymous with promotion .
Designers are the real force
All marketing activity carried out by either public
relations or advertising departments or agencies .
Marketing centered : design as a research prescription
marketing so dominant
Someone must respond to specification of
Customer requirements as established by marketing
Research .
Marketing
Concept

9. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April Sample
Statements
Fashion
Marketing is the
Same as
Promotion
Design should be based
solely on marketing
research
Assumption Sell what we can make Make what we can sell
Orientation Design centered Marketing
Alleged
drawbacks
High failure rates
Relies on intuition
Bland designs
Stifles creativity
Two Views Of Fashion Marketing
Marketing
Concept

10. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
Marketing concept –the idea that businesses must satisfy
customer’s needs and wants in order to make a profit .
• Fashion products are presented in a way that makes the
customer want to buy merchandise
• Fashion marketers must offer the right product at the right
time and right price .
• Must develop strategies to tell selected market about these
products
Marketing concept
Marketing
Concept

11. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
VMV
Macroenvir
onment
Economic Legal
Social Political
Technological
Company
Microenvironment
Suppliers Customers
Distributors
Competitions
W
S W
O T
The Marketing Environment
Marketing
environment

12. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
Marketing
environment

13. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
• Marketing management ‘ s job is to build relationships
• By creating customer value & satisfaction
• The success of marketing plans requires working closely with
the company ‘s microenvironment .
COMPANY’S ,MICROENVIRONMENT
Marketing
environment suppliers
Company
Competitors
Marketing
intermediaries Customers
Publics

14. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
The company and all of the other actors operate in a larger macro –
environment of forces that shape opportunities and pose threats to
the company .
THE COMPANY MACRO – ENVIRONMENT
Marketing
environment

15. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
 Advertising
 Personal selling
 Public relations
 Message
 Media
 Budget
 Functionality
 Appearance
 Quality
 Packaging
 Brand
 Warranty
 servicesupport
 Locations
 Logistics
 Service levels
 Channel members
 Channel
motivation
 Market coverage
 List price
 Discounts
 Allowances
 Financing
 Leasing options
Produc
t
Price
Promotio
n
Placemen
t
MARKETING MIX
 The marketing mix is
apart of the organizations
planning processed
consists of analyzing the
defined:
 How will you design,
package and add value to
the product?
Product strategies.
 What pricing strategy is
appropriate to use?
Price strategies.
 Where will the film
locate?
Place strategies.
 How will the firm
promote its product?
Promotion strategies.
Marketing
Mix

16. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
The Marketing Triangle
Customers
Completions Company
• Illustrates the relationships within marketing
Marketing
Triangle

17. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
• Marketing people must decide what goods or
services are in demand
• The needs and wand of customers must be
translated into desirable products .
• Social trends often provide a clue to the types of
products
• that consumers will want .
• Marketing people must decide
what goods or services are in
demand
• The needs and wand of customers
must be translated into desirable
products .
• Social trends often provide a clue
to the types of products
• that consumers will want .
Fashion
Cycle PACK
TIMELINE
ACCEPTANCE
FASHION CYCLE
THE FASHION CYCLE
Fashion cycle- a period of time or life span during
which the fashion exists, moving through five
stages form introduction through obsolescence.

18. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
Market
Segmentation
Fashion trend setters
Fashion trend adopters

19. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
4P’s 4C’s(customer perspective)
Price Cost
Product Customer value
Promotion Communications
Place Convenience
4P’s represent the 4C’s remind us that
Sellers thinking Customers want:
-value
- low total costs
- high convenience
- Communication with , not
promotion at
(4P’s –jerry McCarthy circa 1960
4p’s Costumer
Focused 4’c
4P’S
customer
focused
4C’S

20. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
The 7ps
Marketing
Mix
Product
Promotion
Price
Place
People
Process
Physica
l
enhanc
e
7ps Marketing Mix
Marketing
mix

21. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
Selling Directly To Consumers
Selling through Retailers
Selling through Wholesalers
ConsumersProducer
Producer
Producer
Consumers
Consumers
Retailers
RetailersWholesalers
Selling To
Consumers

22. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April Growth in existing product
markets
 Increase market share
 Increase product usage
o Increase the frequency
used
o Increase the quantity
used
o Revitalize the brand
o Find new application for
current users
Market development
 Expand geographically
 Target new segment
Product development
 Line extensions
 Expand the
products scope
 Develop a new-
generation
products
 Develop new
products for the
same market
Diversification
invoicing new
products and new
markets
 Related
 Unrelated
Present products New products
Prese
nt
marke
ts
New
marke
ts
Vertical
integrati
on
Vertical integration
strategies
 Forward integration
 Backward integration
Products

23. Consumers
Segment
FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
Bouquets of high –
quality flowers and
foliage;
exclusive flower
arrangements, mono
–bunches using high-
guilty flower (long
stem, big buds )or
special verletles,
flower
arrangmentsfor
special holidays
Highest quality
requirements.
Bouquets priced €30
and above.
primarily high-quality
florists.
Average priced
bouquets, quality
roses of medium
length, quality
mono-bunches.
Average quality
requirement.
Increasingly social and
environmental
certification. Bouquets
priced around €15-30.
Primarily florists and
street vendors (kiosks).
Low-priced
mono bunches
(e.g.
chrysanthemums
, carnations or
gerbera daisies)
and discount
bouquets.
Average quality
sourced to sell quickly;
high volume and low
prices.
Bouquets priced up to
€15 primarily
supermarkets, filling
stations, street market
stalls.
Top
segment
Middle
segment
Low
segment
Note that
price levels
differ
between
countries
Consumers
Segment

24. FASHION
Marketing
2018
FASHION DESIGN
SECOND YEAR /APRIL
2nd Year Fashion Design Diploma
(NSQF Level-6 Of NSDC)
DESIGNED BY :Dimpal Chouhan
Fashion Design
2nd year /April
After Usage-
Trashed –
leads
To landfills
Harvesting
Cotton / polyester
Spinning
And weaving
Usage of
machine for
marketing the
different parts
Use of
Day
Washing
Labeling
Packaging
Retail Stores
Marketing
Campaigns
Reaches
Consumers
Recycling
LIFE
CYCLE
Of a
cotton t-
shirt
The Supply Chain Of a Cotton T-Shirt
Transportati
on
The Supply Chain Of
A Cotton T-shirt

25. Dimpal Chouhan
2nd Year Diploma Fashion Design
NSQF Level – 6 Of NSDC
Dezyne E’cole
College,www.dezyneecole.com