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What is in fashion marketing campaign?
This article discusses the elements of fashion marketing plan and how fashion brands can increase their marketing strategy. Fashion marketing is concerned with the needs and desires and requirements of the targeted consumer, and these goals are accomplished through the use of marketing mix.
Fashion marketing is different from the fashion public relations in the fashion PR is entirely appropriate. communications and how brands interact and heartbreaking it is based on consumers
A fashion marketing plan focuses on four essential concepts: 1) product development, 2) distribution management, 3) communications, and 4) cost. In order to implement an effective marketing campaign, marketing mix will be consumer centric and focused on a niche market rather than catering to the mass market. This term simply means that the marketing strategy and implementation should have consumers and their needs and desires and requirements in the lead and with a very defined market that it intends to target.
Niche marketing is more targeted and cost-effective and allows marketers to focus on a specific market. Otherwise mass marketing campaign is all about and lack of defined consumer to market to.
For example, imagine if a luxury brand Louis Vuitton was a mass retailer and do not cater to a niche market. Essentially, this would mean that Louis Vuitton would market its products to the masses, when in fact this is unrealistic. Louis Vuittton the price point does not allow the brand to cater to the masses, which is why the brand marketing channels all its luxury market. However, that does not mean the brand is off limits for consumers who do not exactly fall into the luxury market; it just means that the communication strategy and brand identity would resonate more with consumers in the luxury market. This approach allows companies to be competitive and efficient in a strategic approach.
Part of Fashion Marketing Plan
1) Product Development
The most important part of the product development phase is not the product itself. The product is just a byproduct of this phase. The most important part of this phase consumers. Consumers dictate all part of a marketing plan, and consequently, dictates what the product is. Keep in mind that a very competitive global market today requires that companies are consumer centric and focus on serving the needs of the consumer. Consumers dictate what pricing policy will be, the level of distribution, communications strategy, and the final product result. In the above example of Louis Vuitton, the targeted consumers determine what the associated costs and the value will be for the brand.
There are two sides in the product development phase. The company can be product-oriented and choose to develop products first then market it to targeted markets. Also, companies can be market-oriented and high quality of the market to first determine their specific needs and desires, and requirements that create a product to meet those wants.
Because of the short duration of the fashion industry, fashion market under short marketing sessions where product needs are seasonal. As the seasons change so do the trends and tastes. Consequently, the market has to constantly adjust their product offerings over time
2) Price :. Cost vs. Value
The pricing strategy is based solely on market segmentation. With consumer centric marketing focus, pricing policy would take into account the associated costs to the consumer and the value provided to the consumer. Pricing can vary on the market and perceived value of their product or brand. A consumer buying luxury brand purpose, be more valuable then is willing to pay more for the product based on the price-sensitive consumer or product that is mass produced with minimal differentiation.
3) Distribution Management
distribution strategy determines the convenience and availability of product. Traditional channels of distribution for fashion brands are brand flagship stores, independent retailers, department stores and online distribution. The more distribution channels used intense exposure to the brand and the greater availability to the consumer markets.
4) Promotions & Communications
The promotional strategy is how the brand will attract buyers and their series of activities used to communicate to the target consumer. Activities in this phase is to develop the brand and identity, sales promotion, public relations, product placement, advertising, event marketing and sponsorship.
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