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Welcome to Fashion Marketing

Welcome to Fashion Marketing. by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s.singh@uwinnipeg.ca https://abem.uwinnipeg.ca https://www.abem.ca/conference. Need for Clothing. Need for clothing  Culture  Personality. Marketing convinces

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Welcome to Fashion Marketing

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  1. Welcome to Fashion Marketing byDr. Satyendra SinghProfessor, Marketing and International BusinessUniversity of WinnipegCanadas.singh@uwinnipeg.cahttps://abem.uwinnipeg.cahttps://www.abem.ca/conference

  2. Need for Clothing

  3. Need for clothing  Culture  Personality Marketing convinces consumers the worth of fashion

  4. Fashion Versus Style

  5. Fashion: the Debate Why do we need fashion? Why do we need to make statements? Some people do not like it 16thcentury concept  noble blood It indicates social and economic status; separates you from mass Substance is more important than style May hamper productivity at work It is business  because fashion means more expensive You can be easily influenced by peers and marketing Other love fashion to its core Life is too short If fashion makes people confident, beautiful, handsome, is it wrong? It is a happy product and with positive experience It is about beauty and appreciation you’re sad; we’re happy people

  6. Fashion Apparel Categories Outer wear: Coats, jackets, sweater… Career wear: Suites, formal wear… Sports/Active wear: May be loose or tight Evening wear: Informaldepends Uniform Inner wear Bridal wear Children wear Maternity wear Accessories: Belts, scarfs, hats, headwear, neckwear 4-6 lines per year: Typically produces in women’s apparel category

  7. Fashion Apparel Manufacturing 1890-1950s: ↑ RTW industry: Ready to wear 1920s:Flapper-style design new, young, free 1960s:Hippy style, t-shirt, hip, grown beard and hairs 1980:Quick Response Strategy to meet fashion demand Time between fibre production and saleable product Technology advancement ↑Partnership, Better resources allocation Shorter business cycle fashion (it should change) Couture:Hand sewing, ↑expensive fabric than RTW Haute Couture: High sewing, small quantity, measurement based for each client, fit (body scanned measurement), refine fabric, expensive.Fitting is very important for this segment.

  8. North American Industry Classification System (NAICS) NAICS 313: Textile mills NAICS 314: Textile product mills NAICS 315: Apparel manufacturing NAICS 316: Leather and allied product manufacturing

  9. Fashion Lifestyle (Trendy, Classic, Formal, Informal…)

  10. Fashion Lifestyle – contemporary

  11. Fashion Lifestyle – contemporary

  12. Fashion Lifestyle – contemporary

  13. Sources of Fashion? Historic inspiration: Queen, Napoleon… 1960s: Above-the-knee skirts 1970s: Retro look reminiscent of 1930s, 40s, 50s, 60s, 70s Ethnic inspiration Kimono, Saree, African hairstyle Celebrity(film/sports)  Jennifer Lopez, Serena Williams Politicians:Gandhi, Gaddafi, Mandela, Modi, Diana… Size/cut/pattern: tie, skirt, trousers…(narrow, wide, bowtie, floral, regimental, solid color Color inspiration:What is fashionable color? Who dictates it? How is it forecast? Other: Magazine, National Flags, Economic Development, Weather (Material impacts consumer spending and consumer behavior)

  14. Fashion Elements

  15. Oversize as Fashion!Blackwell was the firstto design plus-size fashionsand to useAfrican American model

  16. Creativity…

  17. Creativity…

  18. Creativity

  19. Tommy Hilfiger’s Fashion:Casual, Simple, andeasy living

  20. Loose Trousers

  21. Historical Fashion

  22. Regional Fashion…

  23. Regional Fashion…

  24. Regional Fashion…

  25. Regional Fashion…

  26. Regional Fashion…

  27. Regional Fashion

  28. Celebrity

  29. Political/Fashion/Culture Statement…

  30. Political/Fashion/Culture Statement… Tymoshenko, Ukarine Indira Gandhi, India

  31. Political/Fashion/Culture Statement

  32. Flag-inspired Fashion

  33. Hairstyle

  34. Ethnic Inspirations

  35. Indians

  36. Rock Singers

  37. Elton John

  38. Fashion Followers

  39. Brands and USPUnique Selling propositions Manolo Blahnic (shoes): High heel Calvin Klein (jeans): Tight-fittingyoung, hip Ralph Lauren (quality): Classic image Dior (skirts): Longer and clinched waist feminine WW II GAP (color): Changed the concept of color Khakhi Prada (fashion): Trendy look Jimmy Choo (shoes): Style and color Tommy Hilfiger (apparel): Easy by but fashionable living Christian Louboutin: Colorful shoes, something to talk about, specially for boys

  40. Brands and Taglines Benetton United colors of Benetton eBay Love to shop? Fossil What vintage are you? H&M Fashion for the future JC Penny Everyday matters Macy’s The magic of Macy’s

  41. Celebrity and Fashion Line

  42. Princess Diana and Dior

  43. Role of Color in Fashion Staple Colors Black, navy, white and beige seen continuously, season after season Pendleton jackets: navy and green tartan to match future purchase Fashion Colors Appears less frequently over time changes from season to season cannot match with future purchases Color variation: orange red, blue red or magenta Fashion color cycle is short some fashion color sell more than others USA: dark red, red wine color popular (Orange is less popular) EU: Olive green is popular Africa and Asia: Ethnic colors

  44. Color Wheel

  45. Dark Versus Light Colors

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