1/28– Warm-Up1/28– Warm-Up

Take out a piece of paper and your Take out a piece of paper and your book. Read “Polo Ralph Lauren” on book. Read “Polo Ralph Lauren” on p. 3 and answer questions 1-2 on p. 3 and answer questions 1-2 on your paper. Keep it for discussion your paper. Keep it for discussion and later use.and later use.

Finish filling out “7 Marketing Finish filling out “7 Marketing Functions” pie chart if you haven’t Functions” pie chart if you haven’t yetyet

The Fashion IndustryThe Fashion Industry

Chapter 1Chapter 1

Do you agree?Do you agree?

Fashion marketing has glamour Fashion marketing has glamour and mystique about it that may and mystique about it that may trick some people into thinking it trick some people into thinking it has its own set of rules.has its own set of rules.

In reality, fashion marketing In reality, fashion marketing follows the same rules as follows the same rules as marketing for any product.marketing for any product.

Marketing ConceptsMarketing Concepts

The American Marketing The American Marketing Association defines Association defines marketingmarketing as as “planning and executing the “planning and executing the conception, pricing, promotion, conception, pricing, promotion, and distribution of ideas, goods, and distribution of ideas, goods, and services to create exchanges and services to create exchanges that satisfy individual and that satisfy individual and organizational objectives.”organizational objectives.”

Marketing ConceptsMarketing Concepts

What are the 4 Ps?What are the 4 Ps? What is this referred to?What is this referred to?

Marketing ConceptsMarketing Concepts

The The marketing mixmarketing mix is how the is how the basics elements----product, price, basics elements----product, price, promotion, and distribution promotion, and distribution (place)---are combined to meet (place)---are combined to meet customer needs and wants.customer needs and wants.

Marketing ConceptMarketing Concept

Each of the elements is critical to the Each of the elements is critical to the other three!other three!– The product can be right but the price is The product can be right but the price is

wrong.wrong.– A good product can fail if not promoted A good product can fail if not promoted

effectivelyeffectively RestaurantsRestaurants

– Too many or too fewToo many or too few Name something you have tried to buy Name something you have tried to buy

that has been sold out?that has been sold out?

Take NotesTake Notes

Review the 4 Ps on pg 5 and jot Review the 4 Ps on pg 5 and jot down any additional notes you down any additional notes you would like to take.would like to take.

7 Key Marketing 7 Key Marketing FunctionsFunctions

These seven functions are basic to all These seven functions are basic to all marketing.marketing.

A designer who does not understand A designer who does not understand these key functions will need to learn these key functions will need to learn them or partner with someone who them or partner with someone who does.does.

Businesses will struggle to exist of Businesses will struggle to exist of they do not fully understand these they do not fully understand these functions.functions.

Last AssignmentLast Assignment

Do “Final Fit” on pg 8 #1-4 Do “Final Fit” on pg 8 #1-4 Turn it in to the basket!Turn it in to the basket!

1.2 - The Next Hot 1.2 - The Next Hot ItemItem The Fashion CycleThe Fashion Cycle

Introductory Phase- Early in the life of the product

Peak Phase- Describes the time during which sales of the items to the customer are at the highest level.

Decline Phase- Occurs when the masses have tired of the item and are no longer buying it

Fads!Fads!

Quickly move through 3 phasesQuickly move through 3 phases Generally outlandish in color or Generally outlandish in color or

stylestyle

Classic StyleClassic Style

TimelessTimeless Flattering to wearerFlattering to wearer Not easily dated as to when Not easily dated as to when

purchasedpurchased Subtle and refinedSubtle and refined

1.3 – Capitalizing on 1.3 – Capitalizing on StyleStyleThe Product MixThe Product Mix Department StoresDepartment Stores

– Variety of merchandise besides Variety of merchandise besides fashion itemsfashion items

Discount StoresDiscount Stores

Low-priced clothingLow-priced clothing One of the fastest growing areas One of the fastest growing areas

of retailingof retailing

Off-Price StoresOff-Price Stores

Irregular or close-out fashions at Irregular or close-out fashions at 20-80% off20-80% off

Accounts of hundreds of millions Accounts of hundreds of millions of dollars a year in retail salesof dollars a year in retail sales

Chain StoresChain Stores

Usually found in mallsUsually found in malls Offer consistent linesOffer consistent lines

BoutiquesBoutiques

Smaller stores with a specific Smaller stores with a specific customer in mindcustomer in mind

Classifying a collectionClassifying a collection

Sportswear – Americanized Sportswear – Americanized categorycategory– Worn for work or playWorn for work or play– http://www.columbia.com/http://www.columbia.com/

ActivewearActivewear– Worn while working out/playing Worn while working out/playing

sportssports– www.academy.comwww.academy.com

Classifying a collectionClassifying a collection

Careerwear/Business AttireCareerwear/Business Attire– Traditional design for workplaceTraditional design for workplace– Has own fashion cycle – more subtle, Has own fashion cycle – more subtle,

gradualgradual– Ann TaylorAnn Taylor

EveningwearEveningwear– Special occasion or formal – includes Special occasion or formal – includes

cocktail, prom, formal eventscocktail, prom, formal events– ElegantElegant– Macy's Little Black DressesMacy's Little Black Dresses

Classifying a Classifying a collectioncollection Wedding ApparelWedding Apparel

– Related to eveningwearRelated to eveningwear– Includes bridal gowns, bridesmaids gowns, Includes bridal gowns, bridesmaids gowns,

mother of the bride dressesmother of the bride dresses– David's BridalDavid's Bridal

Other Categories: social apparel, lingerie, Other Categories: social apparel, lingerie, accessoriesaccessories

– Ex: Forever 21, Victoria’s Secret, Ex: Forever 21, Victoria’s Secret, AnthropologieAnthropologie

AssignmentAssignment

Read 1.4 pp. 17-19Read 1.4 pp. 17-19 Complete the chapter review pp. Complete the chapter review pp.

22-24 #1-1622-24 #1-16