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

1. Marketing
Simran Nanikwani
2ND year diploma in fashion design (NSQF level 6 of NSDC)
Dezyne E’cole College (www.dezyneecole.com)
Fashion

2. Project Report
on
Fashion marketing
At
Dezyne E’cole college
Submitted to
Dezyne E’cole college
Towards
The Partial Fulfillment of the
2nd year Diploma in Fashion Design
By
Simran Nanikwani
Dezyne E’cole college
106/10,civil line ,Ajmer
2017-18

3. Ac k nowledg ment
I Am Simran Nanikwani Student Of Fashion Department Of 2nd Year Diploma 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 Really Helped Me To Coordinate My Project .
I Also Thanks Dezyne E’ Cole College Who Provided Insight And Expertise That Great Assisted The Project. Also A
Special Thanks To My Teachers Parents And Colleagues Who Came Support Me At Every Step Not To Forget, The
Almighty Who Blessed Me With Good Heath Because Of Which I Worked More Efficiently And Better.

4. This project of Ms. Simran Nanikwani Student of 2nd Year Diploma Fashion Design as NSQF Level 6, of NSDC has been
checked and graded as
Thanks
Principal
[seal & Signature]
Dezyne E’ Cole College
civil Lines, Ajmer
www.dezyenecole.com

5. C o n t ents
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 costumer focused 4c’s
13. 7ps Marketing Mix
14. Selling to consumers
15. Product
16. Costumer segment
17. the supply chain of a cotton t-shirt

6. FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Fashion
Marketing
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.
Design
centered
Marketing
centered
concept
Marketing
centered
High
FailureLow
Low High
Concern for customers and profit
Concernfor
fashiondesign
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

7. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Types of Fashion
Marketing
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.
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

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

9. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Marketing
Concept
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.
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

10. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Marketing
environment
Company
S W
O T
Microenvironmen
tSupplier
s
Customers
Distributors
Competitors
Legal
Macroenvironmen
t
Economic
Political
Technological
Social
MARKETING ENVIRONMENT
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

11. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Micro and
macro
environment
MICRO AND MACRO ENVIRONMENT
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

12. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Company’s
macro-
environment
THE COMPANY MACRO-ENVIRONMENT
• 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.
Natural
forces
Company
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

13. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Company's
environment
COMPANY’S MICROENVIRONMENT
Suppliers
Company
Competitor
Marketing
intermediaries
Customers
• 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.
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

14. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Marketing
Mix
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
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

15. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
The
Marketing
Triangle
THE MARKETING TRIANGLE
Illustrates the relationship within
marketing
Customers
CompanyCompetitors
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

16. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
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.
FASHION CYCLE
TIMELINE
ACCEPTANCE
PEAK
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

17. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Market
segments
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
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

18. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
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
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

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

20. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Types of
Selling
Producer
Consumer
Consumer
Consumer
Producer
Producer
Wholesaler
Retailer
Retailer
Selling Directly to Consumers
Selling through Retailer
Selling through Wholesalers
TYPES OF SELLING
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

21. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Product
Vertical integration strategies
• Forward integration
• Backward integration
Vertical
Integration
New
Markets
Present
Markets
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
PRODUCT
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

22. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Market
segments
Note that price
Levels differ
Between
countries
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.
Figure 4: segments within the consumer use market channel
MARKET SEGMENTS
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

23. Fashion Marketing
2018
FASHION DESIGN
2nd YEAR/APRIL
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani
Life cycle of
cotton t-shirt
Usage of machine
for marking the
deferent parts Use of dye
Washing
labelling
Transportation
Packaging
Retail storesMarketing
campaigns
Reaches
consumers
Recycling
After usage- trashed-
leads to landfills
Harvesting
cotton/polyester
Spinning and
weaving
FASHION DESIGN
2nd YEAR/APRIL
Fashion Marketing
2018
2nd year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)
DESIGNED BY :
Simran Nanikwani

24. THANK
YOU
Simran Nanikwani
2ND year diploma in fashion design (NSQF level 6 of NSDC)