This document discusses concepts related to fashion marketing, including: - Defining fashion marketing and different types like haute couture and mass production. - Two views of fashion marketing - design centered vs. marketing centered. - Components of the marketing environment and marketing mix. - Relationships between companies, customers, and competitors in the marketing triangle. - Strategies for selling fashion products directly to consumers or through retailers.

1. 2nd Year Diploma In Fashion Design NSQF Level 6th Of NSDC
Dezyne E’cole College, www.dezyneecole.com
F Marketing
ashionDESIGN
GEETA KUMARI

2. Project Report
On
Fashion Marketing
At
Dezyne E’cole College
Submitted To
Dezyne E’cole College
Towards
The Partial Fulfillment Of The
Two Year Diploma In Fashion Design
NSQF Level-6,of NSDC
By
Geeta kumari
Dezyne E’cole college
2017-2018

3. Dezyne E’cole College
Civil Lines, Ajmer
www.dezyneecole.com
This Project Of Ms. Geeta kumari Student Of Fashion Technology With One Years Advance Diploma Program Has
Been Checked And Graded As________________________________________________
Thanks
Principal
[Seal & Signature]

4. SYNOPSIS
During My Course Of Syudy I Learn About Fashion Marketing . I have learned In This Subject
Fashion Marketing Concept ,Segmentation And Marketing Fashion Product .Then I made Fashion
Marketing Project .I Have Learned About How To Marketing Can BE Applied The Fashion
Product And Services.

5. I Am Geeta kumari Student of Two Year Diploma In Fashion Design, Dezyne E’cole College. I Would Like
To Express My Gratitude to Each And Every Person Who Has Contributed in Encouraging Me And
Helping Me to Coordinate My Project.
I Also Thank Dezyne E’cole College Who Provided Insight And Expertise That Greatly Assisted the
Project. 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
2nd year fashion design diploma NSQF level-
6 of NSDC

6. Content
Fashion Marketing Concept
Fashion Marketing
Types Of Fashion Marketing
The View Of Fashion Marketing
The Marketing Environment
Macro- Micro Environment
Company’s Microenvironment
Company’s Microenvironment
Marketing Concept
Marketing Environment
The Marketing Triangle
Selling Direct To Consumers
Marketing Mix

7. 2018
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
Fashion Marketing
 Marketing Concept - The Idea That Businesses Must Satisfy Customer’s Needs And Wants
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 Price.
 Must Develop Strategies To Tell Selected, Market About These Products.
MARKETING
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
CONCEPT
Geeta Kumari
1

8. 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
MASS PRODUCTION- High street and
economy
HIGH AND CHAIN LOVERS-Diffusion and
bridge brands
PRET-A-PROTER (Ready
to wear luxury
collections)
couture
Design Centered Fashion Marketing
Concept
failure Marketing Centered
High
Low
HighLow
Concern for customers and profit
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
CONCEPT
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
2
2018

9. HAUTE COUTURE
MASS PRODUCTION- High street and
economy
HIGH AND CHAIN LOVERS-Diffusion and
bridge brands
PRET-A-PROTER (Ready
to wear luxury
collections)
couture
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
CONCEPT
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
3TYPES PF FASHION MARKETING
1. Design centered : fashion marketing as promotion marketing is seen as synonymous with promotion.
2. Designers are the real force.
3. All marketing activity carried out by either public relation or advertising departments or agencies.
4. Marketing is dominant
5. Someone must responds to the specifications of customer requirements as established by marketing
research.
2018

10. HAUTE COUTURE
MASS PRODUCTION- High street and
economy
HIGH AND CHAIN LOVERS-Diffusion and
bridge brands
PRET-A-PROTER (Ready
to wear luxury
collections)
couture
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
CONCEPT
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
4Two Views of Fashion Marketing
Sample statements Fashion marketing is the same
as promotion
Design should be based solely on
marketing research
Assumption sell what we can make Make what we can sell
orientation Design centered Marketing centered
Alleged drawback High failure rates relies on
intuition
Bland design stifles creativity
2018

11. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
CONCEPT
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
5
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 busy
merchandise
 Fashion marketers must offer the right product at the right time and right price.
 Must develop strategies to tell selected market about these products.
MARKETING CONCEPT
2018

12. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
CONCEPT
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
6The Marketing Environment
VMV
ECONOMIC
LEGAL
Microenvironment
suppliers customers
company
distributors
competitors
political
social
technological
Microenvironment
S
TO
W
2018

13. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
envionrment
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
7
2018

14. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
environment
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
8
 Marketing management’s job is to build relationships by creating
customer value & satisfaction.
 The success of marketing plans requires working closely with the
company’s microenvironment.
company
competito
rs
Marketing
intermediari
es
suppliers customer
s
public
COMPANY’S MICROENVIRONMENT
2018

15. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
environment
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
9
 The company and all the other actors operate in a larger macro-environment of forces that
shape opportunities and pose threats to the company.
THE COMPANY’S MICRO-ENVIRONMENT
Natural
Force
Competitive
Force
Economic Force
Demographic
Force
Political Force
Cultural Force
Technological
Force
company
2018

16. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
mix
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
10
2018  The marketing mix is apart
of the organizations
planning process and
consists of analyzing the
defines:
 How will you design,
package and add value to
the product?
 Product strategies.
 What pricing strategy is
appropriate to use?
 Price strategies.
 Where will the firm
locate?
 Place strategies.
 How will the firm promote
its product?
 Promotion strategies.
 Functionality
 Appearance
 Quality
 Packaging
 Brand
 Warranty
 Service/support
 Advertising
 Personal
relation
 Message
 Media
 budget
 list price
 Discounts
 Allowances
 Financing
 Leasing options
 Locations
 Logistics
 Service levels
 Channel members
 Channel motivation
 Market coverage
product price
promotionplacement
Marketing Mix

17. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Triangle
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
11
2018
Marketing Triangle
• illustrates the relationships within marketing
customers
competitorscompany

18. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
12
2018 • The first marketing task is to determine the right products
• Marketing people must decide what goods or services are in demand
• The needs andwants of customers must be translatedinto desirable products.
• Socialtrends oftenprovidea clue to the types of products that consumerswill 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, whether to change the charging
card, updating the operating system, etc Also
keep in mind that companies also offer
services, the same types 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 EXTREMELY
CRITICAL to plan !

19. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
13
2018
Haute couture
Designer ready-to-wear
Luxury brands
Mid-level brands
High street retailers
Fashion trend
setters
Compiled by the researcher fro, sorger and udale(2006)
Fashion trend
adopters

20. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
15
2018
4P’
S
customer
focused
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 –Jerry McCarthy circa 1960)

21. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
16
2018
The 7ps
Marketing Mix
Product
Promotion
Price People
Process
Physical
Evidence
Place

22. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
17
2018
Producer
Producer
Producer ConsumerRetailer
Retailerwholesaler
Selling Through Retailers
Selling Through Retailers
Selling Directly To Consumers
Consumer
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Consumer

23. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
18
2018
Vertical
integration
Present Products
Present
Markets
New
Markets
Vertical
Integration
New Products
Growth in exiting product
markets
• Increase market share
• Increase product usage
• Increase the frequency used
• Increase the quality used
• Find new application for
Current users
Market development
• Expand geographically
• Target new segment
Product development
• Line extensions”
• Expand the product scope
• Develop a new-generation
products
• Develop new products for
the same market
Diversification invoicing new
products and new markets
• Related
• Unrelated
Vertical Integration strategies
• Forward integration
• Backward Integration

24. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
19
2018
Top
segment
Middle segment
Low
segment
Bouquets of high-quality flowers
and foliage; exclusive flower
arrangement ,mono-bunches
using high-quality flowers.(long
stems, big buds) or special
varieties, flower arrangement,
for special holidays
Average-priced bouquets,
quality roses of medium
length, quality mono-
bunches.
Low- priced mono-bunches
(e.g.
chrysanthemums,carnations
or gerbera dalsles) and
discount bouquets.
Highest quality requirements.
Bouquets priced C30 and above.
Primarily high-quality florists.
Average quality requirements.
Increasingly social and
environmental certification.
Bouquets priced around C15-30.
Primarily florists and street vendors
(kiosks).
Average quality sourced to sell
quickly; high volume and low prices.
Bouquets priced up to C15. primarily
supermarkets, filling stations, street
market stalls.
Note that price
levels differ
between countries

25. FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Geeta Kumari
MARKETING
2nd Year Diploma In Fashion Design
NSQF Level-6 Of NSDC
20
2018
Spinning
And
Weaving
Usage of Machine for
making the different
parts
Use of dye
Transportation
Packaging
Retail Stores
Marketing
Campaigns
After Usage-
Trashed leads
to landfills
TheSupplyChainof a CottonT-Shirt

26. Thank you
2nd Year Diploma In Fashion Design NSQF Level 6th Of NSDC
Dezyne E’cole College, www.dezyneecole.com
GEETA KUMARI