Fashion Marketing , Second year Fashion Design , Dezyne E'cole College. www.dezyneecole.com

1. Fashion
MarketingDivya Vijayvargiya
2ND Year Diploma in 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
Divya Vijayvargiya
NSQF Level 6, of NSDC
Dezyne E’cole College
2017-18

3. I am Divya Vijayvargiya student of department Fashion Design 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 in reality helped me to coordinate 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.
ACKNOWLEDGEMENT

4. Dezyne E’cole College
Civil Lines, Ajmer
www.dezyneecole.com
This Project Of Ms. Divya Vijayvargiya Student Of Fashion Technology With Two Years Advance
Diploma program has been Checked and Graded
as________________________________________________
Thanks
Principal
[Seal & Signature]

5. Contents
1. Fashion marketing
2. Types of Fashion marketing
3. Two Views of Fashion Marketing
4. Marketing concept
5. Marketing Environment
6. Company’s Microenvironment
7. Company Macro-environment
8. Marketing Mix
9. Marketing Triangle
10. Fashion Cycle
11. Market segmentation
12. 4p’s of costumer focused 4c’s
13. 7ps of Marketing Mix
14. Selling to consumers
15. Product
16. Costumer segment
17. The supply chain of a cotton t-shirt
18. Thank you

6. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
FASHION MARKETING
Fashion marketing is the application of a range of techniques
and a business philosophy 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.
HAUTE
COUTURE
COUTURE
PRET-A-PORTER
(Ready to wear luxury
collections)
HIGH END CHAIN LOVERS -
Diffusion and bridge brands
MASS PRODUCTION-High street and
economy
Design centered
Marketing
centered
concept
Marketing
centered
High
FailureLow
Low High
Concern for customers and profit
Concernfor
fashiondesign
FASHION
MARKETING

7. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
TYPES OF FASHION MARKETING
 Design centered: fashion marketing as promotion
 Marketing is seen as synonymous with promotion.
 Designers are the real force
 All marketing activity carried out by either public
relations or advertising departments or agencies.
 Marketing centered: design as a research prescription
 Marketing is dominant
 Someone must respond to the specifications of
customer requirements as established by marketing
research.
TYPES OF
FASHION
MARKETING

8. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
TWO VIEWS
OF FASHION
MARKETING
TWO VIEWS OF FASHION MARKETING
Fashion
marketing is the same as
promotion
Sell what we can
make
Design centered
High failure rates
Relies on intuition
Sample
statements
Assumption
Orientation
Alleged
drawbacks
Design should be based
solely on marketing
research
Make what we can sell
Marketing centered
Bland designs
Stifles creativity

9. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
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
makes the customer want to buy merchandise
Fashion marketers must offer the right product
at the right time and right place.
Must develop strategies to tell selected market
about these products.MARKETING
CONCEPT

10. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Company
S W
O T
Microenvironment
Suppliers Customers
Distributors
Competitors
Legal
Macroenvironment
Economic
Political
Technological
Social
MARKETING
ENVIRONMENT
MARKETING ENVIRONMENT

11. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya

12. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
COMPANY’S MICROENVIRONMENT
• Marketing management’s job is to build relationship by
creating customer value & satisfaction.
• The success of marketing plans requires working closely
with the company’s microenvironment.
Suppliers
Company
Competitors
Marketing
intermediaries
Customers
Publics
COMPANY’S
MICRO-
ENVIRONMENT

13. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
COMPANY MACRO-ENVIRONMENT
Natural
forces
Company
• 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.
COMPANY
MACRO-
ENVIRONMENT

14. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Product Price
Placement Promotion
Marketing Mix
List Price
Discount
Allowance
Financing
Leasing Options
Locations
Logistics
Service Level
Channel members
Channel motivation
Market coverage
Advertising
Personal selling
Public Relation
Message
Media
Budget
Functionality
Appearance
Quality
Packaging
Brand
Warranty
Service/Support
The marketing mix is part of
the organizations planning
process and consist of
analyzing the defined.
How will you design, package
and add value to the
product?
Product strategies.
Where will the firm locate?
place strategies
How will the firm promote its
product?
Promotion strategies
MARKETING MIX
MARKETING MIX

15. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
The Marketing Triangle
Illustrates the relationship within marketing
Customers
CompanyCompetitors
The Marketing
Triangle

16. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Product -The first marketing task is to determine the right
products
-marketing people must decide what goods or services are
in demand
-the needs and wants of customers must be translated
into desirable products.
-social trends often provide a clue to the type of products
that consumers will want.
For example: Think of all the versions of the
iphone and Galaxy. Decisions had to be made
about offering those products, how often to
update them, wether to change the
charging cord, updating the operating
system etc. Also keep in mind that
companies also offer services, the same type
of decisions and planning are needed for
service oriented companies can be successful
tool since we are talking about fashion and
trends move so quickly, this step is
EXTREMLY CRITICAL to plan.
The Fashion Cycle
Fashion cycle- a period of time or life span during which the
fashion exists, moving through ?ve stages from introduction
through obsolescence.

17. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Fashion trend
setter
Fashion trend
adopter
Compiled by the researcher from Sorger
and Udale (2006)
Haute
couture
Designer
ready-to-wear
Luxury brands
Mid level brands
High street retailers
MARKET SEGMENTS
MARKET
SEGMENTS

18. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
4P’s
Price
Product
Promotion
Place
4P’s represent the sellers thinking
4C’s (Customer Perspective)
Cost
Customer Value
Communications
Convenience
4C’s Remind us that
Customers want:
-Value
-Low total costs
-High convenience
-Communication with, not
promotion at
4P’s
Customer
focused
4C’s

19. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
The 7Ps
Marketing MixProduct
Promotion
Price
place
People
Process
Physical
Enhance
THE 7Ps OF
MARKETING
MIX

20. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Selling Directly to Consumers
Selling through Retailer
Selling through Wholesalers
Consumer
Wholesaler
Producer
Retailer
TYPES OF
SELLING
TYPES OF SELLING
Consumer
ConsumerProducer
Producer Retailer

21. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Vertical
Integration
New
Markets
Present
Markets
Vertical integration strategies
• Forward integration
• Backward integration
Present Products New Products
Growth in existing product markets Product development
Diversification invoicing new products
and new markets
Market development
• Related
• Unrelated
• Expand geographically
• Target new segment
• Line extensions
• Expand the products scope
• Develop a new-generation products
• Develop new products for the same
market
• Increase market share
• Increase product usage
• Increase the frequency
used
• Increase the quantity used
• Revitalize the brand
• Find new application for
current users

22. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Top
segment
Middle
segment
Low
segment
Boutiques 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 florist.
Average priced
Bouquets, quality
Rose of medium
Length, quality mono-
Bunches.
Average quality
Requirements. Increasingly
Social and environmental
Certification. Bouquets priced
Around 15-30.
Primarily florist and street
vendors (kiosks).
Low priced mono-
bunches(e.g. chrysanthemums,
carnations and gerbera
Daisies) and discount
bouquets.
Average quality sourced to sell
quickly; high volume and low prices.
Bouquets priced up to 15 primarily
supermarkets,
filling stations ,street markets stalls.
Segments within the consumer use market channel
MARKET
SEGMENTS
MARKET SEGMENTS

23. FashionMarketing
2018
FASHION DESIGN
2nd YEAR / APRIL
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY : Divya Vijayvargiya
Usage of
machine for
marking the
deferent parts
Use of dye
Washing
Labelling
Transportation
Packaging
Retail stores
Marketing
campaigns
Reaches
consumers
Recycling
After usage-
trashed- leads to
landfills
Harvesting
cotton/polyester
Spinning and
weaving
The supply chain of a cotton t-shirt
The supply chain
of a cotton t-shirt

24. THANK YOUDivya Vijayvargiya
2ND Year Diploma in Fashion Design ( NSQF Level-6 of NSDC)
Dezyne E’cole College,www.dezyneecole.com