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Marketing Notes from 9/15/16

by: Danielle Tata

Marketing Notes from 9/15/16 MK-240-A

Marketplace > Sacred Heart University > Marketing > MK-240-A > Marketing Notes from 9 15 16
Danielle Tata
Sacred Heart University

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About this Document

These notes cover what is going to be on the first exam. Also has remember notes about the paper due next class.
Fashion Marketing
David Bloom
Class Notes
target, market, differentiation
25 ?




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This 4 page Class Notes was uploaded by Danielle Tata on Sunday September 25, 2016. The Class Notes belongs to MK-240-A at Sacred Heart University taught by David Bloom in Fall 2016. Since its upload, it has received 2 views. For similar materials see Fashion Marketing in Marketing at Sacred Heart University.

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Date Created: 09/25/16
MK 240 Notes: 9/15/16  Bring Scotch tape th  Don’t forget: Presentations September 29 , hand in papers, presenting if colored card  o Need picture of customer, what the customer would look like. o Target market  Quick ratio=(current liabilities)/(current assets) o You want a one to one ratio 1:1 o Because they can cover you if the liabilities are high  Current ratio= (total assets)/ (total liabilities) o Want double the amount of assets to liabilities o 2:1 ratio  Net Profit Ratio= (Profit)/(sales of company)  Sales of a Company (5 years of data) o A: 2011 12 13 14 15 670 780 = 16.4% (percent increase) o B: 2011 12 13 14 15 970 1.1 billion= 13.4% increase  Profit o A: 2011 12 13 14 15 o 67 87 (increased 29%) o B: 2011 12 13 14 15 o 97 110 (increase 13%)  Stock Price (Do same thing as above)  Sherri Hill and Ralph Lauren (whatever designers you’re doing) o Shape/ silhouette o Details o Color o Texture (prints, lace, leather, etc) o Accessories o Hair style and cosmetics o Era o Inspiration/theme/mood o Geographic: live  Product Differentiation  Market Segmentation o Demographic  Gender  Age  Income/education  Stage of family cycle  Ethnicity  Religion o Geographic  Live  Work  Climate  Topography o Psychographics  Motivation  Resource Level  Idealistic  Achievement  Self-Expression- artistic  Consumer behavior  What is important to the consumer  What makes the consumer “tick”  Lifestyle  Interests o What are they doing when they aren’t working  Sports  Museums  Lifestyle Brands o North Face o Adidas o Ralph Lauren  Moment you get up to the moment you sleep  Pg. 49: How many potential customers: All questions about target market  Pg 50 talks about market segmentation  Prism System- Where does your customer fall under? o Definition of different market segments  Val System?  Gross Income- what you are making, per hour, per year, etc  Disposable Income- What you actually get in your pay check, minus taxes, social security  Discretionary Income- amount of income left over after you have taken care of the basics, after food, clothing, shelter, car payment, etc  Greenwich, CT: disposable income,  Target, Walmart, lower disposable income  Lilly Ledbetter- fought for equal pay, Ledbetter v. Goodyear  Social Mobility and Physical Mobility  Chapter 4 o The more income the better the business with accelerate o Leisure Time  More leisure time usually means more time to buy clothes  More time to take up hobbies, camping, yoga, canoeing etc o Internet- don’t need to wait o Seasonal Change  Three Spheres of fashion influence o What are the fashion trends? o How wide spread are the trends? o When will my target customer bye into the trend?  Sources of Data o Internet o Sales Records o What is your customer wearing? o Buying offices, what is happening in different markets  Domestic  International o Trend forecasting companies  Based on social movement  Faith Popcorn o Suppliers  Three Season Analysis o Spring ’16  fall ‘16  Go back to the previous season and look forward to the next season  The three theories of fashion flow o Downward influence  Celebrities and public figures  Targeted Customer  Upward Influence  New Designer o Urban  Self-Expression  Primary Levels o Fiber o Yarn o Fabric  Secondary Level o Apparel Design o Apparel Manufactory o Apparel Marketing  Third Level o Multichannel retailing  Auxiliary Level o Media o Advertising agency o Trade shows o Trend forecasting companies o Public relations firm o Buying offices  Compete o Styling o Quality o Channels of distribution o Packaging o Advertising and promotions  Internal Growth o Horizontal Growth  add more lines  add more stores o Vertical growth  “it expands its capabilities on levels other than its primary function”  Ralph Lauren opening his own store instead of selling through department stores  Couture o Went into Ready to Wear  Licensing  Licensor Licensee o Dolce & Gabanna Luxottica o Tom Ford Marchon o DKNY Estee Lauder o Three Rules  Money Up Front  Pay royalties-  Retail price: $300  Wholesale Price: $150  Royalty= 10%, for every one sold, licensing company gets a percentage of it.  Maintain quality


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