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Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
Role of intermediateries
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Role of intermediateries

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Transcript

  • 1. Chapter 8 Marketing an Apparel Line
  • 2. Process
    • Identify your target market
      • Use market research
    • Develop marketing mix
      • To reach target market
      • 4P’s
        • Product/Service
        • Price
        • Promotional strategy
        • Placement (distribution)
  • 3. Market Centers/Marts
    • Market Center:
      • A city that houses Marts, showrooms, manufacturing and retailing
        • NY, LA, Dallas, Atlanta, Chicago
    • Marts
      • Where sales reps show merchandise to retail buyers
      • Most major cities have marts
      • Exhibition space
  • 4. Competition
    • Marts offering expanded services to compete
      • Open year round, rather than market weeks
      • Educational seminars
      • Fashion shows/trunk shows
      • Credit/financing
      • Travel discounts
      • Entertainment
  • 5. Market Weeks and Trade Shows (see Tables 8.1 and 8.2)
    • Market Weeks
      • Times of year when retail buyers gather to buy seasonal goods
      • Open-to-buy
      • Advantages
        • Show to many retailers in a short amount of time/view a large amount of line in short period of time
        • Gain info on trends
        • Gather feedback
        • Obtain publicity
  • 6. Trade Shows
    • Shows to promote specific lines
    • Sponsored by trade association
    • Last about a week
    • Located in major cities
    • Ex: Men's Apparel Guide in California (MAGIC)
  • 7. US Market Centers
    • NYC:
      • Only US market center without an apparel mart
      • Garment District/Fashion Center
      • Originally manufacturing
        • Now, due to high cost of space – Manufacture, design, sales
      • Known for women's apparel, designer and bridge price zones
  • 8. Con’t
    • LA:
      • Primary market for west coast
      • Attracts international buyers
      • Large apparel manufacturing center
      • Known for casual apparel and sportswear/swimwear
  • 9. Con’t
    • Chicago
      • Primary market for North and Mid-West
      • Major bridal center
    • Dallas
      • Market for South
      • Known as the fashion barometer for the US
    • Atlanta
      • Largest market on the east coast
  • 10. Smaller Markets
    • Miami:
      • Sportswear and children's wear
    • San Francisco:
      • 3 rd largest apparel manufacturer in the US
        • After NY and LA
    • Seattle:
      • Men's sportswear
      • Outerwear
  • 11. Corporate Selling
    • Done through corporate headquarters without the use of sales reps.
    • Used by:
      • Designer price zone merchandise sold to a limited number of retailers
      • Very large companies that sell moderately priced merchandise to large corporate retailers
  • 12. Sales Reps
    • An intermediary between apparel manufacturer and retailer
    • Use showrooms to show lines to retailers
    • Types:
      • Company
        • Works for a specific company
      • Independent
        • Work for themselves
        • Represent non-competing but related companies
  • 13. Manufacturers Marketing Strategies
    • Distribution Policies
      • Open:
        • Sell to anyone who meets basic characteristics
      • Selected
        • Detailed criteria that stores must meet to sell merchandise
          • Patagonia
  • 14. Sales and Promotion Strategies
    • Advertising:
      • Buy space/time in print/broadcast media
      • Cooperative advertising
    • Publicity
      • Not controlled by marketer
      • Newsworthy attention
  • 15. Other Types of Promotional Tools
    • Catalogs
    • Direct Mail
    • Visual Merchandising
    • Trunk Shows
    • Videos
    • Sales reps
    • Press kits

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