"Or it ends up in Poundland, God Forbid." - Si Beales.
Lecture: 4/10/13
In this 'online shopping' day and age, retailers must step up to the mark in order to compete. This requires giving the consumer a reason to brace the great outdoors and venture into an actual physical shop. It's about creating an experience, to get us to return. Oxford Street's Topshop store, for example, boasts a lengthy list of enticers including; hair salon, nail bar and EAT cafe.
Key elements of fashion marketing include:
The DESIGNER - the leader of the pack, the Queen Bee, the Regina George of the fashion world. This will then evolve to the RUNWAY, a fundamental part of marketing fashion as this feeds the media. Provoking new trends to begin. These then TRICKLE DOWN to the high street allowing us mere mortals to get a taste of the action.
SEASON and TREND are key words in this sector too, trends in pattern, colour, silhouette or micro trends play a massive roll, the 90's, for example, is a massive trend now, giving us an array of chokers, string vests and bubble rucksacks to keep us entertained for a while. This is called BUBBLE UP, an industry term that describes how a trend stems from somewhere other than the runway.
The age of CELEBRITY plays a maaaaassive role in trends these days, too. L. K. Bennett's shares, for example, have shot up since being worn by Kate Middleton.
Fashion ring leaders, mainly Alexa Chung, create there own trends just by looking damn good in what they wear, creating an effect on sales of certain styles.
The age of CELEBRITY plays a maaaaassive role in trends these days, too. L. K. Bennett's shares, for example, have shot up since being worn by Kate Middleton.
Fashion ring leaders, mainly Alexa Chung, create there own trends just by looking damn good in what they wear, creating an effect on sales of certain styles.
No comments:
Post a Comment