Welcome to class of International Strategy Formulation by Dr. Satyendra Singh ssingh5.
Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business...
-
Upload
evan-wilkerson -
Category
Documents
-
view
215 -
download
0
Transcript of Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business...
![Page 1: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/1.jpg)
Welcome to Fashion Marketing
Dr. Satyendra SinghProfessor, Marketing and International Business
University of Winnipeg
[email protected]/~ssingh5
![Page 2: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/2.jpg)
Saussure (1983)
![Page 3: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/3.jpg)
![Page 4: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/4.jpg)
Need for Clothing
![Page 5: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/5.jpg)
Need for clothing Culture Personality
Marketing convincesconsumers the worth of fashion
![Page 6: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/6.jpg)
![Page 7: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/7.jpg)
![Page 8: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/8.jpg)
![Page 9: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/9.jpg)
![Page 10: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/10.jpg)
Fashion Versus Style
![Page 11: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/11.jpg)
Fashion: the DebateWhy do we need fashion?Why do we need to make statements?
Some people do not like it16th century concept noble bloodIt indicates social and economic status; separates you from mass Substance is more important than styleMay hamper productivity at workIt is business because fashion means more expensiveYou can be easily influenced by peers and marketing
Other love fashion to its coreLife is too shortIf fashion makes people confident, beautiful, handsome, is it wrong?It is a happy product and with positive experience It is about beauty and appreciation you’re sad; we’re happy people
![Page 12: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/12.jpg)
Fashion Apparel CategoriesOuter wear: Coats, jackets, sweater…Career wear: Suites, formal wear…Sports/Active wear: May be loose or tightEvening wear: Informal dependsUniformInner wearBridal wearChildren wearMaternity wear Accessories: Belts, scarfs, hats, headwear, neckwear4-6 lines per year: Typically produces in women’s apparel
category
![Page 13: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/13.jpg)
Fashion Apparel Manufacturing
1890-1950s: ↑ RTW industry: Ready to wear
1920s: Flapper-style design new, young, free
1960s: Hippy style, t-shirt, hip, grown beard and hairs
1980: Quick Response Strategy to meet fashion demandTime between fibre production and saleable productTechnology advancement↑Partnership, Better resources allocationShorter business cycle fashion (it should change)
Couture: Hand sewing, ↑ expensive fabric than RTW
Haute Couture: High sewing, small quantity, measurement based for each client, fit (body scanned measurement), refine fabric, expensive. Fitting is very important for this segment.
![Page 14: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/14.jpg)
North American Industry Classification System (NAICS)
NAICS 313: Textile mills
NAICS 314: Textile product mills
NAICS 315: Apparel manufacturing
NAICS 316: Leather and allied product manufacturing
![Page 15: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/15.jpg)
Fashion Lifestyle (Trendy, Classic, Formal, Informal…)
![Page 16: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/16.jpg)
Sources of Fashion?Historic inspiration: Queen, Napoleon…
1960s: Above-the-knee skirts1070: Retro look reminiscent of 1930s, 40s, 50s, 60s, 70s
Ethnic inspiration Kimono, Saree, African hairstyleCelebrity (film/sports) Jennifer Lopez, Serena Williams
Politicians: Gandhi, Gaddafi, Mandela, Modi, Diana…Size/cut/pattern: tie, skirt, trousers…(narrow, wide,
bowtie, floral, regimental, solid colorColor inspiration: What is fashionable color? Who dictates
it? How is it forecast?Other: Magazine, National Flags, Economic
Development, Weather (Material impacts consumer spending and consumer behavior)
![Page 17: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/17.jpg)
Fashion Elements
![Page 18: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/18.jpg)
Oversize as Fashion!
Blackwell was the firstto design plus-size fashions
and to useAfrican American model
![Page 19: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/19.jpg)
Tommy Hilfiger’s Fashion:
Casual, Simple, andeasy living
![Page 20: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/20.jpg)
Loose Trousers
![Page 21: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/21.jpg)
Historical Fashion
![Page 22: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/22.jpg)
Celebrity
![Page 23: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/23.jpg)
Political/Fashion/Culture Statement…
![Page 24: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/24.jpg)
Political/Fashion/Culture Statement
Tymoshenko, Ukarine Indira Gandhi, India
![Page 25: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/25.jpg)
Flag-inspired Fashion
![Page 26: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/26.jpg)
Hairstyle
![Page 27: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/27.jpg)
Ethnic Inspirations
![Page 28: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/28.jpg)
Indians
![Page 29: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/29.jpg)
Rock Singers
![Page 30: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/30.jpg)
Fashion Followers
![Page 31: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/31.jpg)
Brands and USPUnique Selling propositions
Manolo Blahnic (shoes): High heel
Calvin Klein (jeans): Tight-fitting young, hip
Ralph Lauren (quality): Classic image
Dior (skirts): Longer and clinched waist feminine WW II
GAP (color): Changed the concept of color Khakhi
Prada (fashion): Trendy look
Jimmy Choo (shoes): Style and color
Tommy Hilfiger (apparel): Easy by but fashionable living
![Page 32: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/32.jpg)
Brands and Taglines
![Page 33: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/33.jpg)
Celebrity and Fashion Line
![Page 34: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/34.jpg)
Princess Diana and Dior
![Page 35: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/35.jpg)
Role of Color in Fashion
Staple ColorsBlack, navy, white and beigeseen continuously, season after seasonPendleton jackets: navy and green tartan to match future purchase
Fashion ColorsAppears less frequently over timechanges from season to seasoncannot match with future purchasesColor variation: orange red, blue red or magentaFashion color cycle is shortsome fashion color sell more than others
USA: dark red, wine tome popular (Orange is less popular)EU: Olive green is popularAfrica and Asia: Ethnic colors
![Page 36: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/36.jpg)
Color Wheel
![Page 37: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/37.jpg)
Dark Versus Light Colors
![Page 38: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/38.jpg)
Cool Versus Warm Colors
![Page 39: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/39.jpg)
Fashion Color Forecasting Services
Color Association of the USA (CAUS)International Color Authority (Paris, France)Fashion color depends on
Sales tracked by $ and colorHigh selling color is presented in each lineColors adopted by designers in EuropeDesigners’ choice of colored fabric productionDesigners name colors for a season: Dalia, Plum, Lavendercannot match with future purchasesMagazine/TV: Color ForecastingColor me beautiful
Fashion Magazines with approximate circulation in 2008Allure, Cosmopolitan, Elle, Essence, GQ, Marie Claire, Vanity Fair 1mGlamour, In-style 2mMen’s Vogue .3m
![Page 40: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/40.jpg)
Group or Line Fashion Marketing:
2 advantages
1 Maximize # of fashion features in one advertisement2 Consumers can visualise several items that fir their personality
![Page 41: Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca ssingh5.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649ec05503460f94bcad94/html5/thumbnails/41.jpg)