Fashion Marketing: Contemporary Issues, Second edition - Pr School

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The process of trend development leading to a fashion season 185 Table 9.4 UK monthly magazines’ production deadlines and coverage of fashion weeks for Spring/Summer season Month RTW Fashion Monthly Magazine Retailer Promotion Shows Deadlines September New York, London December edition October Milan, Paris January* edition November February* edition Press days: Availability of press/PR samples December March* & April* editions *In the next calender year. other magazines allowing the trend coverage to trickle out across issues from January onwards to stimulate interest. Obviously, the interpretation by fashion editors of what the major colours and styling features are for a season has an impact on consumers’ belief of what is fashionable. ‘Must-have’ colours, styles and products are promoted through the magazine features and consumers are educated into an acceptance of what to wear that season. In addition to the specific trend coverage of the RTW shows, the magazines include specific fashion features that focus on a particular aspect of the season. This could be based on an occasion, such as ‘holidays’, or on a strong fashion theme such as a denim look. Many of these features will include photographs of season’s products that are to be in the stores at the time the magazine is published. In order to take advantage of such opportunities, many fashion brands hold ‘press days’ during which fashion journalists and editors preview the forthcoming ranges. In the UK these typically occur in July for Christmas and November for SS. This exposure provides magazines with relevant material to shoot for their fashion features and benefits fashion brands by giving them crucial publicity. Brands provide fashion journalists with ‘look books’ containing photographs of key products from the new ranges and many of the monthly magazines select items from the ‘books’ to shoot for their own features. As the season unfolds, so the media in all its various forms feature particular looks across their monthly editions, maintaining the ‘newness’ of the fashions and interest from consumers. Efficient buying departments are able to respond to fast emerging ‘hot trends’ that supplement the rest of the range. References Barnard, M. (2001). Fashion as Communication. London: Routledge. Breward, C. (2003). Fashion, Oxford: Oxford University Press, p. 9. Charles-Roux, E. (1981). Chanel and Her World. London: Weidenfeld and Nicolson, p. 237.
186 Fashion Marketing Charles-Roux, E. (2004). The World of Coco Chanel, Friends Fashion Fame. London: Thames and Hudson, p. 11. Easy, M. (1995). Fashion Marketing. Oxford: Blackwell Science. Foley, B. (2004). Marc Jacobs, Assouline Publicity NY. p.16 Jackson, T. and Shaw, D. (2001). Mastering Fashion Buying and Merchandising Management. London: Macmillan. Leymarie, J. (1987) Chanel, Rizzoli International, Publications Inc., p. 21. Packard, S., Winters, A. and Axelrod, W. (1983). Fashion Buying and Merchandising. London: Fairchild Publications. Perna, R. (1987). Fashion Forecasting. London: Fairchild Publications. Polet, R. (2005). Modern Luxury 2005. International Herald Tribune Conference, Dubai December 5 and 6. Polhemus, T. and Procter, L. (1978). Fashion and Anti-fashion and Anthropology of Clothing and Adornment. London: Thames & Hudson. Reich, L. (2004), Questions of Fashion. In Stern, R. (Ed), Against Fashion Clothing as Art (1850–1930). Boston: The MIT Press, p. 151. Stone, E (1990). Fashion Merchandising: An Introduction. Gregg Division McGraw-Hill. Wintour, A.(2004). Appendix A: details of interviewees responding to questions for this chapter Date Participant Event November 2004 Mathew Jeatt – Promostyl Interview Kim Mannino – Promostyl Interview March and Roger Tredre – WGSN Interview November 2005 November 2004 Anouska Anquetil – Fashion Interview Scout International January and Promostyl Client trend presentations: June 2005 Summer 2006 and Autumn/Winter 2007 October 2004 Roger Tredre – WGSN Client trend presentation October 2005 Roger Tredre and Verity Client trend presentation Mcllreen – WGSN December 2005 Alison Thorne – George Company presentation (Asda) May and Top Shop Buying Team Informal discussions September 2005 April, June, July Coast and Oasis Informal discussions
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Fashion Marketing
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Fashion Marketing Contemporary Issu
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Contents Foreword List of Contribut
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Contents vii Why do fashion retaile
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Contents ix 14 The international fl
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Foreword Fashion is driven by creat
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List of contributors Emma Banister
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List of Contributors xv identity. H
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List of Contributors xvii M. C. Lam
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Acknowledgements Tony would like to
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Introduction In this introduction t
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Introduction xxiii supermarket fash
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1 Globalization: global markets and
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Globalization: global markets and g
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2 Supply chain strategies, structur
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Supply chain strategies, structures
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Challenges of fashion buying and me
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4 Segmenting fashion consumers: rec
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Segmenting fashion consumers 75 req
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Segmenting fashion consumers 77 seg
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Segmenting fashion consumers 79 (19
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Segmenting fashion consumers 81 (20
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Segmenting fashion consumers 83 if
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Segmenting fashion consumers 85 of
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Segmenting fashion consumers 87 Gub
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5 Developing a research agenda for
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Developing a research agenda for th
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6 Retail brand marketing in the fas
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Retail brand marketing in the fashi
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Competitive marketing strategies of
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Competitive marketing strategies of
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Page 220 and 221: Marketing plan Phase 1: Line planni
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Schmidt (1995) Corporate Identity M
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Fashion retailer desired and percei
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13 Fashion e-tailing Ruth Marciniak
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Fashion e-tailing 261 retailers are
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Fashion e-tailing 263 Then and Delo
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Fashion e-tailing 265 STAGE ONE Dev
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Fashion e-tailing 267 and Vijaysara
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Fashion e-tailing 269 Table 13.2 Be
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Table 13.3 Empirical work on fashio
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Lu and Rucker Identification of pre
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Fashion e-tailing 275 Hall, J. (199
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14 The international flagship store
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The international flagship stores o
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15 The making and marketing of a tr
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The making and marketing of a trend
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Approaches to doing research 309 Cr
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Approaches to doing research 311 In
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Approaches to doing research 313 ch
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Index Accessible luxury, 178 Adidas
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Index 317 Couture shows, 183 Creati
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Index 319 free trade, 9-10 impact,
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Index 321 Micro-marketing, 198 Midd
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Index 323 design factor, 156-7 soci
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