1. The document is a project report submitted by Rishita Paharya, a 2nd year fashion design student, on fashion marketing at Dezyne E'cole college. 2. The report includes sections on fashion marketing concepts, the marketing environment, marketing mix, fashion cycle, market segmentation, and other fashion marketing topics. 3. It provides an overview and analysis of key aspects of fashion marketing to fulfill the requirements for Rishita's two-year diploma in fashion design.

1. FASHION
Rishita Paharya
2nd Year Diploma in Fashion Design (NSQF Level 6 OfNSDC)
Dezyne E’cole College,www.dezyneecole.com

2. Project Report
On
Fashion Marketing
At
Dezyne E’cole college
Submitted to
Dezyne E’cole college
The Partial Fulfillment
Of the
By
Two year diploma in fashion design
RISHITA PAHARYA
NSQF Level 6, of NSDC
Dezyne E’cole college
2017-18
Project Report
On
Fashion Marketing
At
Dezyne E’cole college
Submitted to
Dezyne E’cole college
The Partial Fulfillment
Of the
By
Two year diploma in fashion design
RISHITA PAHARYA
NSQF Level 6, of NSDC

3. Acknowledgement
I am Rishita Paharya student of Fashion Design Department 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 help me to coordinate my project.
I also thank Dezyne E’cole college provided insight and expertise that greatly assisted the project. Also, a
special thanks to my 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 andbetter.
Rishita Paharya
2nd Year Diploma In Fashion Design
NSQF Level 6, NSDC

4. The project of Ms. RISHITA PAHARYA Student of 2nd year Fashion Design with two year Women’s
Wear Fashion Diploma Programme has been Checked and Graded As - _____________
_____________________________________
Thanks
Principal
(Signature & Seal)
Today a Reader
Tomorrow A Leader
Dezyne E’cole College
Civil Lines, Ajmer
www.dezyneecole.com
The project of Ms. RISHITA PAHARYA Student of 2nd year Fashion Design with two year Women’s
Wear Fashion Diploma Programme has been Checked and Graded As - _____________
_____________________________________
Thanks
Principal
(Signature & Seal)

5. Marketing Concept
 Fashion Marketing
 Types of Fashion Marketing
 Two views of fashion Marketing
 Marketing Concept
Marketing Environment
 The Marketing Environment
 Company’s Micro Environment
 Company’s macro Environment
Marketing Mix
Marketing Triangle
Fashion Marketing/ Fashion Cycle
Market Segmentation
4P’s and 4C’s
The 7P’s of Marketing Mix
Types of Selling
Product and Market
Segments within the market channel
The supply chain of cottont-shirt
1.
2.
3.
4.
5.
6.
7.
8.
CONTENTS
Marketing Mix
Marketing Triangle
Fashion Marketing/ Fashion Cycle
Market Segmentation
4P’s and 4C’s
The 7P’s of Marketing Mix
Types of Selling
Product and Market
Segments within the market channel
The supply chain of cottont-shirt
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
CONTENTS

6. 2018
FASHION DESIGN
2 YEAR / APRIL
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 services 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.
PRET-A-PORTER –
(Ready to wear luxury
collection)
COUTURE
HAUTE
COUTURE
Fashion
Marketing
Design
centered
Fashion
marketing
concept
Failure
Marketing
centered
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 services 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.
Concernfor
customersand
profit
Low
Low
High
High
MASS PRODUCTION- High Street and Economy
HIGH END CHAIN LOVERS –
Diffusion and bridge brands
PRET-A-PORTER –
(Ready to wear luxury
collection)
Fashion
Marketing
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

7. 2018
FASHION DESIGN
2 YEAR / APRIL
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 researchprescription.
• Marketing is dominant
• Someone must respond to the specification of customer requirements
established by marketing research.
Types Of Fashion Marketing
Types of
Fashion
Marketing
2018
FASHION DESIGN
2 YEAR / APRIL
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 researchprescription.
• Marketing is dominant
• Someone must respond to the specification of customer requirements
established by marketing research.
Types of
Fashion
Marketing
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

8. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Sample Statements
Fashion marketing is the
same as promotion
Design should be based
solely on marketing
research
Assumptions Sell what we can make Make what we can sell
Two Views Of Fashion Marketing
Views
of
Fashion
Marketing
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Orientation Design centred Marketing centred
Alleged drawbacks
High failure rates
Relies on intuition
Bland designs
Stifles creativity
Views
of
Fashion
Marketing
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

9. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Marketing Concept
Marketing concept - The idea that businesses must
satisfy customer’s needs and wants in order to
make a profit.
 Fashion products are presented in a waythat
makes the customer want to buymerchandise
 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
 Fashion products are presented in a waythat
makes the customer want to buymerchandise
 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
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

10. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
The Marketing Environment
S W
O T
VMW
Macro
environment
Economics LegalMicroenvironment
Suppliers Customers
The Marketing
Environment
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Technologica
l
Social
Company
Suppliers Customers
Distributors
Competitors
Political
The Marketing
Environment
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

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

12. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Company’s Microenvironment
• 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.
Suppliers
Company
Marketing
intermediaries Customers
Company’s
Micro
Environment
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Suppliers
Competitors
intermediaries Customers
Publics
Company’s
Micro
Environment
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

13. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
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.
The Company
Macro-
Environment
The Company
Macro-
Environment
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

14. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Marketing Mix
• The marketing mix-is a part of the organizations planning process and
consists of analyzing the defined:
• How will you design, package and add value to the product? Product
strategies.
• What pricing strategy is appropriate to use? Pricestrategies.
• Where will the firm locate? Place strategies
• How will the firm promote its product? Promotionstrategies.
Marketing Mix
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
• The marketing mix-is a part of the organizations planning process and
consists of analyzing the defined:
• How will you design, package and add value to the product? Product
strategies.
• What pricing strategy is appropriate to use? Pricestrategies.
• Where will the firm locate? Place strategies
• How will the firm promote its product? Promotionstrategies.
Marketing Mix
DESIGNED BY : Rishita Paharya
2t Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

15. 2018
FASHION
MFASAHRIOKNETDEINSIGGN
2 YEAR / APRIL
Product Price
• Functionality
• Appearance
• Quality
• Packaging
• Brand
• Warranty
• services/support
• Last price
• Discounts
• Allowances
• Financing
• Leasing option
Marketing Mix
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
PromotionPlacement
• Advertising
• Personal selling
• Public relations
• Message
• Media
• Budget
• Location
• Logistics
• Services levels
• Channel members
• Channel motivation
• Market coverage
Marketing Mix
DESIGNED BY : Rishita Paharya
2t Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

16. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
The Marketing Triangle
• Illustrates the relationships within marketing.
The Marketing
Triangle
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
The Marketing
Triangle
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

17. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
• The first marketing task is to determine the rightproducts.
• Marketing people must decide what goods or service are in demand.
• The needs and wants of customers must be translated into desirable
products.
• Social trends often provide a clue to the types of products that
consumers will want.
Fashion
Cycle
Fashion Cycle
Fashion
Cycle
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

18. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
EXTREMELY CRITICAL to plan!
The Fashion Cycle
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 decision and planning
are needed for service oriented companies can be successful too! Since
we are talking about fashion and trends move so quickly, this step is
Fashion EXTREMELY CRITICAL to plan!
FASHION CYCLE
INTRO RISE PEAK DECLINE OBSOLENCE
Fashion
Cycle
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

19. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Luxury Brands
Designer ready-to-wear
Haute
Couture
Fashion Trend setters
Market Segmentation
Market
Segmentation
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
High street retailers
Mid-level brands
Luxury Brands
Fashion
Trend
adopters
Market
Segmentation
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

20. 2018
FASHION
MARKETING
FASHION DESIGN
2 YEAR / APRIL
4P’s
Price
Product
Promotion
Place
4C’s (customer
perspective)
Cost
Customer value
Communications
Convenience
4 P’S
And
4 C’S
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
4P’s represents the
sellers thinking
4C’s Remind us that
Customers want:
- Value
- Low total costs
- High convenience
- Communication with,
not promotion at
4 P’S
And
4 C’S
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

21. 2018
FASHION
MARKETING
FASHION DESIGN
2 YEAR / APRIL
The 7P’s
of
Marketing
Mix
Promoti
on
Price
Place
People
Proces
s
The 7 P’s Of
Marketing Mix
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
The 7P’s
of
Marketing
Mix
Product
Physical
experienc
e
The 7 P’s Of
Marketing Mix
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

22. Producer
Producer
Consumer
Consumer
Selling directly to
consumer
Selling through retailer
Types Of Selling
Types Of
Selling
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Producer
Producer Wholesaler
Retailer
Retailer
Consumer
Consumer
Selling through wholesaler
Types Of
Selling
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

23. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Growth in existing product
markets
• Increase market share
• Increase product usage
• increase the frequency
used
• Increase the quantity used
• Revitalize the brand
• Find new application for
current users
Product development
• Line extensions
• Expand the product
• Develop a new-generation
• Develop new product for the
same market.
Market development
• Expand geographically
• Target new segments
Diversification invoicing new
products and new market
• Related
• Unrelated
Present
Products
New Products
Present
market
Product
And
Market
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Market development
• Expand geographically
• Target new segments
Diversification invoicing new
products and new market
• Related
• Unrelated
Vertical integration strategies
• Forward integration
• Backward integration
New
market
Vertical
integration
Product
And
Market
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

24. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Bouquets of high-
quality flowers and
foliage; exclusive
flower arrangements,
mono- bunches using
high- quality flowers or
special varieties,
flower arrangements
for special holidays.
Top
segment
Middle
segment
Average- priced
bouquets, quality
roses of medium
length, quality
mono- bunches.
Highest quality
requirements,
Bouquets priced $30 and
above.
Primary high- quality
florists.
Average quality
requirements.
Increasingly social and
environmental
certification. Bouquets
priced around $ 15-30
Primary florists and
street vendors.
Market
Segments
2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Middle
segment
Low
segment
Average- priced
bouquets, quality
roses of medium
length, quality
mono- bunches.
Low- priced mono-
bunches and
discount
bouquets.
Average quality
requirements.
Increasingly social and
environmental
certification. Bouquets
priced around $ 15-30
Primary florists and
street vendors.
Average quality sourced
to sell quickly; high
volume and low prices.
Bouquets priced up to
$15.
Primary supermarkets,
filling stations, street
market stalls.
Market
Segments
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

25. 2018
FASHION DESIGN
2 YEAR / APRIL
FASHION
MARKETING
Spinning
and
Weaving
Usage of machine
for makingdifferent
parts Use of
dye
Washing
Labelling
Harvesting
Cotton
After usage
trashed leads to
landfills
LIFE
CYCLE
of a cotton t-
shirt
The supply chain of a cotton t-shirt
Supply Chain
Labelling
Transportation
PackagingRetail Stores
Marketing
Campaigns
Reaches
consumers
Recycling
After usage
trashed leads to
landfills
LIFE
CYCLE
of a cotton t-
shirt
Supply Chain
DESIGNED BY : Rishita Paharya
2nd Year Diploma In Fashion Design
(NSQF Level-6 Of NSDC)

26. THANK YOUTHANK YOU
Rishita Paharya
2nd Year Diploma in Fashion Design
(NSQF Level 6 Of NSDC)