INTERNATIONAL FASHION MKTG
INTERNATIONAL FASHION MKTG HIN 131
Fashion Institute of Technology
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This 17 page Class Notes was uploaded by Emmanuel Walter MD on Monday October 12, 2015. The Class Notes belongs to HIN 131 at Fashion Institute of Technology taught by Patrick Yanez in Fall. Since its upload, it has received 22 views. For similar materials see /class/221579/hin-131-fashion-institute-of-technology in High School Intl Trade Mkt at Fashion Institute of Technology.
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Date Created: 10/12/15
n arketing i y professor pa trick yanez Patrick on Please call me Pat 0 I am an Economist specializing in global fashion markets 0 Fifteen years at FIT Professor in Department of International Trade and Marketing for the Fashion Industries ITMf Has lectured in China Portugal Chile Canada Turkey Thailand Brazil Costa Rica Panama Argentina A Career in Fashion Several career paths Publishing magazines newspapers books gt Artistic design styling display photography writing gt Science textiles fabrics knits woven quality safety gt Production patternmaking sewing tailoring draping gt Business administration brand development marketing advertisement PR gt lnt l Trade policy sourcing importexport logistics marketing finance gt Legal contracts copyrights patents licenses gt Retail megacompanies Macy s niche boutiques teens maternity gt gt Events trade and fashion shows promotional n Majors at FIT Associate Degree Programs Accessories Design Advertising 8 Marketing Communications Communication Design Fashion Design Fashion Merchandising Mgmt Fine Arts Illustration Interior Design Jewelry Design Menswear Photography Production Management Textile Development 8 Marketing TextileSurface Design Visual PresentationExhibition Design Bachelor Degree Programs Accessories Design Advertising Design Advertising and Marketing Communications Computer Animation and Interactive Media Cosmetics and Fragrance Marketing Direct and Interactive Marketing Fabric Styling Fashion Design Fashion Merchandising Management Fine Arts Graphic Design Home Products Development Illustration Interior Design International Trade 8 Marketing ITM Packaging Design Photography Production Management Technical Design Reading 1 global fashion markets Fashion Terminology Market Market Center Mart Market Weeks Trade shows NYC s Evolution to a Fashion Market From Travelling Salesman to Marts Renting a room in a hotel inviting local merchants to see new merchandise 1 Joining other salesmen I 5 showing their merchandise 39 together in hotel room MARTS Dedicated building to showrooms Wholesale only No general public Open all year Buyers come to NYC MARTS IVIanuracturers brands rent snowroomls 50 year Ieases Open to buyers only Wholesale only DUE llDll HID Elll EDD llElU EDD llElll DEN DUB UDU DUB DUE BUD DEN DUE DUB DUE IUD DUB DUI JED BUD EDD DUB DUE USU UDEI EDD DUB EDD DUE 2 l l i l lll What makes NYC a Fashion Market 39uwmnzmsmmnvm quot quotquotquot 5 k Immmw v wHbi Jilin quotTh i139H 1quot3 if Ht l 3939TIV 39E I 5 5H shing lusliluh 39 gal Te39ehnulnny US Regional Fashion Market Centers Los Angeles NYC 4 Active and sport Urban Northern Light fabrics color 4 Seasons at r Ii l j c 4 J ali f Mi Mu 39 g Dallas Miami 39 urban 8 country Summer resort Latin American markets Southern style Other International Fashion Markets Great Britain France Italy London Couture Paris Couture Boutiques Couture British ReadytoWear Couturiers ReadytoWear ReadytoWear Trade shows Trade Shows Pr t Porter Trade Shows Germany amp Scandinavia Canada China Mexico amp S America Japan The Scope amp Challenge 1quot of International Marketing Department of International Trade amp Marketing Pamck vane International Marketing Defined International marketing is the performance of business activities designed to plan price promote and direct the ow of a company s goods and services to consumers or users in more than one nation for a pro t 6 Palm Ck Yanez w PIMYanu variables Product Target Market Place or Distribution Promotion Country 4 Country 3 Country 2 Local Market The SelfReference Criterion SRC m Pam Ck Yanez amp Ethnocentrism SRC is an unconscious reference to one s own cultural values experiences and knowledge as a basis for decisions Ethnocentrism is the notion that one s own culture or company knows best how to do things Internationalization of Businesses Stages of International Marketing Involvement Strategic Orientation 1 No direct foreign marketing 2 Infrequent foreign marketing 3 Regularforeign marketing 4 International marketing 5 Global marketing 1 Domestic market extension 2 Multidomestic market 3 Global market 6 Palm Ck Yanez
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