Role of intermediateries

564 views

Published on

Published in: Business, Lifestyle
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
564
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Role of intermediateries

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

×