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Marketing Notes for Midterm

by: Danielle Tata

Marketing Notes for Midterm MK-240-A

Marketplace > Sacred Heart University > Marketing > MK-240-A > Marketing Notes for Midterm
Danielle Tata
Sacred Heart University

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About this Document

Covering the exam
Fashion Marketing
David Bloom
Study Guide
intro, through, The, ages
50 ?




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This 5 page Study Guide was uploaded by Danielle Tata on Thursday October 13, 2016. The Study Guide belongs to MK-240-A at Sacred Heart University taught by David Bloom in Fall 2016. Since its upload, it has received 3 views. For similar materials see Fashion Marketing in Marketing at Sacred Heart University.


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Date Created: 10/13/16
Fashion MK  Chapter 6 o Fiber: hair like structure (yarn)  Natural  Cellulosic (comes from plant): cotton, linen, bamboo, ramie  Protein (comes from animal): wool, angora, cashmere, silk  Synthetic (manufactured)  Petroleum based (thermoplastic): nylon, spandex, polyester, acrylic, athletic wear  Cellulosic: rayon, acetate, modal o Woven yarns do not stretch: yarn goes in a hashtag type of thing o Knits are in loops they stretch o Pantone color system- universal color system. Cotton inc. makes a trend forecast for that year. They send this all around the world to make sure everyone is talking about the same color. No misinterpretation. o Wicker fabric: evaporates o Vertically integrated plant: company in northern India (Malwa) video  From the cotton to the finished garment  The process is what vertically integrated is.  Review for midterm all short answer (20 questions)- nothing on flow chart o Aesthetics: business that uses all senses  Needing to touch and feel the clothing before you buy it.  Goes through all senses o Marketing: a series of processes that takes a product or service from its inception until it reaches the hands of a targeted consumer. o Multichannel retailing  Store  Website  Catalog  Cable tv  Party plan (avon)  Vending machines o Fashion: a look or style that a group of people, no matter how large or small, wear over a period of time  Style- takes two avenues  Individual style  Artistic creation  Group of people  Different places create different styles  Period of time- fashion cycle o Merchandising  Creating new lines  Retail- how they buy and display clothing o First assignment: driving forces of fashion, know your era  Historic events, economy, etc.  Culture  Music  Dance  literature  Public figures/ celebrities  Designers  Technology o Pg 29  Misconception of fashion  Designers and retailers dictate fashion  Fashion is for women only  It is mysterious and not predictable  Evolutionary in nature o Analysis of fashion week: what are the components or elements of fashion  shape/silhouette  colors  texture (smooth, depth, layers)  prints (lace with leather)  details (skirt length, sleeve length, zippers, stitching)  accessories  hairstyle and cosmetics  era  themes, stories o pg. 35 Panton color system o fashion cycle  starts at high price  Barney’s $1,200 per pair sells 20 units  Nordstrom $350 1000 units  Macy’s $125 5,000 unites  Target $49.95 100,000 units  TJX o Pg 43: fashion is mirror of the times o Pg 44: principles of fashion  Not based on price  Fashion is not based on price 2  Fashion is evolutionary in nature, never revolutionary  No amount of sales promotion can change the direction that fashion is moving  All fashion ends in excess o Market segmentation- how you define your target customer  Demographics-  Gender: men women or both  Age  Income/ education  Stage of the family cycle  Ethnicity  Geographic-  Where does your customer live  Work  Climate  Topography  Psychographic  Consumer behavior  What makes your customer tick?  lifestyle o Pg 51 prism system o Ethnic groups o Pg 68: Accelerating factors  Glance don’t need to memorize  Wide spread buying power o Pg 54  Different types of income  Gross income (total) what you say you make (16/hr or 45000/ yr)  Disposable income: what you got in your paycheck after everything is taken out, taxes out  Discretionary income: income after you have taken care of your basics o Pg 74: predicting the trend of fashion  Three spheres of fashion forecasting  What are the trends?  How wide spread are they? o Just in New England and move west?  When will my targeted customer buy into that trend  The three season analysis  Fall 2016 buying season o What is selling and what isn’t selling  Look back to spring 2016 o What sold and what didn’t sell 3 o If one look sold really well you will consider carrying it to Spring 2017  Spring 2017 o Pg 75: sources of data: How do you find this information  Your own sales records  What is your customer wearing?  The internet  Fashion magazines  Trend forecasting companies  Suppliers  International buying offices o Pg 76: Three theories of fashion flow (diagram) o Flow chart  Fiber, yarn, fabric  Apparel marketing, mfg  Multichannel retailing  Auxiliary, advertising agency, the media, show production o Positioning (product differentiation)  How do you make your product different than everyone else’s  Design  Packaging  Channel of distribution  Advertising and promotion o Haute Couture: high end fashion: Ready to wear (RTW): real money in licensing o Licensing-  Dolce & Gobanna  One who owns the name is licensor  Eye ware is made by luxotica: licensee  Three rules  Money upfront- secures the license  Royalties- the licensor gets a percentage of the clothing sold  Maintaining quality- line coming out has to be approved by the licensor, everything approved. 4 5


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