1. 2nd Year Fashion Design ( NSQF Level-6 of NSDC)
Dezyne E’cole College, www.dezyneecole.com
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 in Fashion Design
By
kumkum
NSQF Level 6, NSDC
Dezyne E’cole College
2017-18
3. This Project Of Ms. kumkum Student Of Fashion Technology With Two Years Advance Diploma
Program Has Been Checked And Graded
As________________________________________________
Thanks
Principal
[Seal & Signature]
4. I am Kumkum student of 2nd year diploma Fashion Technology 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
help me to coordinate in finishing my project.
I also thank Dezyne E’cole College who provided insight and expertise that greatly assisted the project also a special
thanks to my teachers, Parents and colleagues who have supported me at every step. Not to forget the almighty who
blessed me with good health because of which I worked more efficiently and better.
Kumkum
2nd Year Diploma In Fashion Design
NSQF Level 6, NSDC
Acknowledgement
5. Marketing Mix
Marketing Triangle
Fashion Marketing/ Fashion Cycle
Market Segmentation
4P’s and 4C’s
The 7P’s of Marketing Mix
Types of Selling
Product and Market
Segments within the market channel
The supply chain of cotton t-shirt
Types of Fashion Marketing
Fashion Marketing
Two views of fashion Marketing
Marketing Concept
Marketing Concept
Marketing Environment
The Marketing Environment
Company’s Micro Environment
Company’s macro Environment
6. FASHION MARKETING
Fashion marketing is the application of a range of techniques
And a business philosophy that centers that centers upon the
customer and potential customer of clothing and related products
and service in order to meet the long-term goals of the
organization. The very nature of fashion. Where change is
intrinsic. Gives different emphasis to marketing activities. The role
of design in both leading and reflecting consumer demand results
in a variety of approaches to fashion marketing.
Design centered Fashion
marketing
concept
Failure Marketing
centered
Low High
Concern for customers and profit
Concernfor
Fashiondesign
High
Low
HAUTE
COUTUR
E
COUTUR
E
PRET-A-PORTER
(Ready to wear
luxury collections)
HIGH END CHAIN LOVERS –
Diffusion and bridge brands
MASS PRODUCTION – High street and
economy
FASHION
MARKETING
2018
FASHION DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
7. Design cantered: fashion marketing as promotion
Marketing is seen as synonymous with promotion.
All marketing activity carried out by either public
relations advertising departments or agencies.
Marketing cantered: design as a research prescription
Marketing is dominant
Someone must respond to the specification of
Customer requirements as requirements as established by marketing
Research.
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
8. FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
Two Views of fashion marketing
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 centered
Alleged
drawbacks
High failure rates
Relies on intuition
Bland designs
Stifles creativity
9. Marketing concept
Marketing concept-the idea that businesses must satisfy customers’ needs and wants in order
to make a profit.
• Fashion products are presented in a way that make the customer must offer the
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.
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
10. S W
O T
VMV
Macro environment
LegalEconomic
Social
technological
political
Microenvironment
Suppliers Customers
Distributors
Competitors
Company
The marketing environment
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
12. COMPANY’S MICROENVIRONMENT
• Marketing management’s job is to build relationships by creating value & satisfaction.
• The success of marketing plans requires working closely with the company’s microenvironment.
Suppliers
Company
Competitors
Marketing
intermediaries Customers
Publics
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
13. THE COMPANY MACRO-ENVIRONMENT
• 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.
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
14. MARKETING MIX
• The marketing mix is apart of the organization planning
process and consists of analyzing the defined
• How will you design , package and add value to the
product?
Product strategies.
• What price strategy is appropriate to use?
Price strategies.
• Where will the firm locate?
Place strategies.
• How will the firm promote its product?
Promotion strategies.
• Functionality
• Appearance
• Quality
• Packaging
• Brand
• Warranty
• Service/ support
• List price
• Discounts
• Allowances
• Financing
• Leasing options
• Advertising
• Personal selling
• Public relations
• Message
• Media
• Budget
• Locations
• Logistics
• Service levels
• Channel members
• Channel motivation
• Market coverage
product Price
Placement Promotion
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
15. The Marketing Triangle
• Illustrates the relationships within
marketing
Customers
CompanyCompetitors
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
16. • The first marketing task is to determine the right products
• Marketing people must decide what goods or services are in demand
• The need and wants of customers must be translated into desirable
products
• Social trends often provide a clue to the types of products that
consumers will want
!
THE FASHION CYCLE
Fashion cycle: a period of time or life span during which the
fashion exists, moving through five stages from
introduction through obsolescence.
FASHION CYCLE
ACCEPTANCE
TIMELINE
PEAK
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
17. Haute couture
Designer ready-to-wear
Luxury brands
Mid-level brands
High street retailers
Fashion trend setters
Compiled by the researcher from Sorger and Udale (2006)
Fashion trend adopters
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
18. 4P’S
4C’S
4P’S 4C’s (Customer perspective)
Price cost
Product customer value
Promotion communications
Place convenience
4P’s represent
the sellers thinking
4C’s remind us that customer want:
• Value
• Low
• High convenience
• Communication with , not promotion at
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
20. Producer Consumer
Producer Retailer Consumer
Producer Wholesaler Retailer Consumer
Selling directly to consumers
Selling through retailers
Selling through wholesalers
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
21. Growth in existing product
Markets
• Increase market share
• Increase product usage
increase the frequency used
increase the quantity used
revitalize the brand
find new application for current
users
Product development
• Line extensions
• Expand the products scope
• Develop a new-generation
products
• Develop new products for
the same
marker
Market development
• Expand geographically
• Target new segment
Diversification invoicing new
Products and new markets
• Related
• Unrelated
Vertical integration strategies
• Forward integration
• Backward integration
Present
markets
New
Markets
Vertical
Integration
Present products New products
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING
22. Bouquets of high-
Quality flower and
Foliage ; exclusive
Flower
arrangements,
Mono-bunches using
High-quality flowers
(long stems , big
buds)
Or special varieties ,
Flower
arrangements
For special holidays
Highest quality requirements.
Bouquets priced {30 and above
Primarily high-quality florists
Average- price bouquets
, quality roses of
medium length , quality
mono-bunches.
Average quality requirements.
increasingly social and
environmental
Certification. Bouquets priced around
{ 15-30
Primarily florists and street
vendors(kiosks)
Average quality sourced
to sell quickly ; high
volume and low prices.
Bouquets priced up to
{15 .
Primarily stations, street
market stalls
Low-priced mono-
bunches(e.g.
chrysanthemums,
carnations or gerbera
daisies) and discount
bouquets.
Top
Segment
Middle
segment
Low
Segment
Segments within the consumer-use market channel
FASHION
MARKETING
2018
FASHION
DESIGN
SECOND YEAR /
APRIL
2nd Year Fashion Design Diploma
(NSQF Level-5 Of NSDC)
DESIGNED BY : KUMKUM
FASHION
MARKETING