What's in the fashion ad campaign?
This article discusses the components of a fashion marketing plan and how fashion brands can enhance their marketing strategy. Fashion marketing is about meeting the needs, requirements and requirements of your target consumer, and these goals are realized using a marketing mix.
Trendy marketing differs from trendy social relations in that PR is all about communications and how a brand communicates and resonates with targeted consumers.
The fashion marketing plan focuses on four basic concepts: 1) product development, 2) distribution management, 3) communication, and 4) cost. To implement an effective marketing campaign, the marketing mix must be consumer-oriented and focused on niche markets, rather than on mass markets. This concept simply means that the marketing strategy and implementation must have consumers and their needs, requirements and requirements in the forefront and with a very specific market, which it is aimed at.
Niche marketing is more focused and economical and allows the marketer to focus on a specific market segment. Otherwise, a massive marketing campaign is everywhere and does not have a specific consumer to market.
For example, imagine that the luxury brand Louis Vuitton was a mass retailer and did not engage in a niche market. In essence, this would mean that Louis Vuitton would sell its products to the masses, when in fact it is unrealistic. Louis Vuittton’s point of view does not allow the brand to serve the masses, so the brand directs all its marketing communications to the luxury market. However, this does not mean that the brand goes beyond consumers who do not exactly enter the luxury market; it simply means that the communication strategy and brand identity will resonate more with consumers in the luxury market. This approach allows businesses to remain competitive and efficient in their strategic approach.
Components of a fashion marketing plan
1) Product development
The most important component of the product development phase is not the product itself. The product is only a by-product of this phase. The most important component of this phase are consumers. Consumers dictate all components of the marketing plan and, therefore, dictate what a product is. Keep in mind that today’s highly competitive global marketplace requires businesses to be consumer-focused and focus on meeting the needs of consumers. Consumers determine what pricing strategy, distribution points, communication strategy, and product end result will be. In the Louis Vuitton example above, target consumers dictate what value and value will be for a brand.
There are two orientations of the product development stage. A business can be product oriented and choose to develop products first and then sell it to target markets. Alternatively, a business can be more market-oriented and first segment its markets in order to identify its specific needs, requirements and requirements, and then create a product to meet those needs.
Due to the transient nature of the fashion industry, fashion marketers go through short marketing cycles, as product needs are seasonal. As the seasons change, so do trends and tastes. Therefore, marketers must constantly adjust their product offerings over time.
2) Price: Cost and Cost
Pricing strategy is strictly applicable to market segmentation. With a consumer-oriented marketing focus, the pricing strategy will take into account the costs to the consumer and the value provided to the consumer. Pricing may vary depending on the market segment and its perceived value of the product or brand. A consumer buying a luxury brand considers a product to be more valuable and, in turn, is willing to pay more for a product compared to a price-sensitive consumer, or a product that is mass produced with minimal differentiation.
3) Distribution management
Distribution strategy determines the usability and availability of the product. Traditional distribution channels for fashion brands include flagship brand stores, independent retailers, department stores and online distribution. The more distribution channels used, the more intense the impact of the brand and the greater the availability for consumer markets.
4) Promotions
Promotional strategy implies how the brand will attract its customers and a number of activities used to communicate with target consumers. Activities at this stage include the development of the brand and its identity, promotions, public relations, product placement, advertising, event marketing and sponsorship.
