This document discusses various topics related to fashion marketing and branding. It covers different fashion market segments based on factors like gender, age, geography, lifestyle. It also discusses concepts like fast fashion, brand licensing, brand diffusion, unique selling propositions, country of origin effects. Specific fashion brands and their strategies are provided as examples. The document also briefly touches on topics like counterfeits, sustainable fashion, and public relations in the fashion industry.

1. FASHION MARKETING
&
BRANDING
PhDr. DENISA KASL KOLLMANNOVÁ, Ph.D.

2. FASHION OR LIFESTYLE?
GEORG SIMMEL (1905, Philosophie der Mode)
„Fashion is like a bridge and door: unites and
divides“
„EXATITUDES“ – Ari Versluis and Ellie Uyttenbroek
„The apparent contradiction between individuality
and uniformity“

9. TOP PRICE HAUTE COUTURE
LUXURY BRANDS
PREMIUM PRICE AFFORDABLE LUXURY
MASS-MARKET BRANDS
MID-PRICE
FAST FASHION
LOWEST-PRICE PRIVATE LABELS, MASS PRODUCTION
PRODUCT

14. FAST FASHION
• MARKET MODEL - 1990s
• CATEGORY MANAGEMENT
• PRODUCTION CYCLE – SUPPLY CHAIN
• QUICK RESPONCE METHOD
• MARKETING
• VISUAL MERCHANDISING – NO ADVERTISING
• BRANDS: ZARA, H&M, TOPSHOP, GAP, AX,
COMME CA, C&A, BENETTON, NEXT, FOREVER
21, UNIQLO, NEXT, PRIMARK…

16. SEGMENTATION
• Gender-Related Segments
• Age-Related Segments
• Geographic Segments – Cross-national/Global,
Climate
• Behavior-Related Segments
• Lifestyle Segments

17. FASHION BRANDING

26. BRAND LICENSING
„BRAND COMPANY SELLS THE
RIGHT TO USE THEIR NAME TO
ANOTHER COMPANDY WHO
CAN DEVELOP AND
MANUFACTURE SPECIFIED
BRANDED MERCHANDISE“

27. BRAND DIFFUSION
Versace: Atelier Versace, Versace Couture,
Versace Sports, Versace Home Collection,
Versace Jeans Couture, Versace Collection
and Versus. A hotel: Palazzo Versace
Missoni: Missoni, M Missoni,
Missoni Home, Hotel Missoni

29. DIFFERENTIATION

30. USP – UNIQUE SELLING PROPOSITION
"Buy this product, and you will get this
specific benefit."

31. COUNTRY-OF-ORIGIN EFFECT

33. The bugatti story began in 1978 in Herford,
Germany, with a telephone directory for Milan, the
capital of fashion. Klaus-Jürgen Möller, head of
marketing at the Brinkmann company, obtained the
telephone directory to look for an Italian-sounding
name for the company’s new fashion range and
discovered it right near the front – bugatti.

34. FASHION & PR
• ISSUES MANAGEMENT IN PUBLIC RELATIONS
• ALOHA FRIDAY – 1940s HAWAI, 1960s USA
• ALOHA BECAME TOO RELAXED – BUSINESS
OPPORTUNITY
• 1992 LEVI´S – BRAND DOCKERS
• HOW TO DRESS ON FRIDAYS – TARGET 25.000
HR MANAGERS
• INVENTED „BUSINESS CASUAL“ CATEGORY

39. COUNTERFEITS - FAKES

40. SUSTAINABILE FASHION?
ETHICAL FASHION?

41. Thank you
kollmannova@fsv.cuni.cz