when consumers are used to buying discounted clothes they get used to it and no longer want to pay full price.
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premium and luxury
last to be affected as the customers that are usually targeted can afford this regardless – however, they do need to change as they can no longer rely on heritage
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marketing
- “Marketing is a human activity, directed at satisfying needs and wants through exchange processes
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International fashion marketing
Marketing activities that are performed across international boundaries” (Kotler, 2013)
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fashion
• Fashion is ‘a culturally endorsed style of aesthetic expression in dress and adornment, which is discernible at any given time and changes over time within a social system of group of associated individuals’ (Sproles, 1974, p. 465)
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another theorist definition of fashion marketing
“…. the application of a range of techniques and a business philosophy that centres upon the customer and potential customer clothing and clothing-related products and services in order to meet the long-term goals of the organisation” (Easey, 2009)
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style
a type of product that has one or more specific features that distinguishes it from other products e.g. skinny jeans
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design
distinct individual interpretations or versions of the same style e.g. textiles,
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classics
styles that continue to be accepted, to a greater or lesser degree, over an extended period of time e.g. blazers or turtle neck
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fads
short-lived fashion • e.g. neon nails
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what are the different fashion cycle steps
introduction, growth, maturity or stabilization, decline
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trickle down theory -
States that fashion flow vertically from the upper clss to the lower class – a way to predict fashion diffusion
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trickle down theory - example
basically saying that the trend starts in higher lass and lower class gets influenced from it e.g. zara – they have 200 designers to mimick looks – turning over stock in a 14 day basis – this theory is becoming less relevant
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trickle across theory
more expensive that the main led fashion. Usually adaption of main line feautes (mass market theory)
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trickle up theory
style is made by high street and lower class people e.g. trainer – people are takin design from streets and designers are making their own versions into their collections
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collective selection
imitating what’s going on – copying and wanting to follow ideas and put them in a slightly less expensive way
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