Fashion Marketing: Contemporary Issues, Second edition - Pr School

More documents

Recommendations

Info

Innovation management in creating new fashions 191 activities performed by two speciality retailers carrying 100 per cent private label merchandise. Having previously observed that retailers were increasingly involved in the process of product design by setting up specialized product development divisions, the objective was to differentiate them by creating unique products that catered to their target consumer’s specific preferences. Resulting from the study, the Retail Product Development Model (Figure 10.2) how the sequence of events that take place throughout the creative apparel design process, along with its internal and external influences. This model stops at the line presentation phase. Product development model Fabrication selection Trend analysis Concept evolvement Palette selection Sillhouette and style direction Fabric design Prototype construction and analysis Line presentation Internal factors: Defined target market Merchandising process External factors: Domestic markets Foreign markets Figure 10.2 Retail product development model. Source: Gaskill (1992). Recently, Gaskill, along with Wickett et al. (1999), conducted a new study to support and develop this initial Retail Product Development Model. One of the objectives of these authors was to validate Gaskill’s original model by testing it across a broader range of speciality stores. In developing their data analysis tools, they created a guide providing the researcher with a detailed outline of the pre-determined activities included in the product development content areas. Table 10.1 includes the most detailed description of the creative product design process found in the literature. This process can be divided into two basic phases. Initially, information is probed for orientation ideas regarding moods, themes, concepts and product types. In a second phase, all these data are digested and translated into product ideas combining silhouettes, materials and colours. Early phases include trend analysis and concept evolvement. Influences come from both external and internal sources, both from the environment and personnel related to the design process directly or indirectly. This first
192 Fashion Marketing Table 10.1 Activities guide for apparel product development Trend analysis Sources of trend inspiration: • Shopping domestic markets • Shopping international markets • Media (magazines, television, mail order catalogues) • Fashion support services (trade shows, fabric libraries, styles services, runway shows, colour services) • Anywhere • Internal sources (employees, sales tracking information) • Competition Employees involved in search for trends: • Buying area (buyers, general merchandise managers) • Design team • Product development manager • Fashion director • Chief executive officer • Merchandising manager • Product manager Concept evolvement How decision on concept emerged: • Perceptions gained from travelling to markets • Evaluation of overall trend information • Assessment of past sales trends • Information gained from fashion services • Instinct Palette selection How seasonal colour decisions are determined: • Based on information gained during Trend Analysis Source of colour information: • Colour services • Historical colour data • Colour testing results • New ‘emerging colour stars’ • Purchased garments • Trends • Yarn samples • Colour swatches • Colour shows Fabrication selection Criteria used in selecting product fabrication: • Structural fabric characteristics (performance, quality, appearance, draping ability, weight, hand) • Seasonal theme or timing of the line • Aesthetics • Marketplace trends • Part sales history • Fabric price • Perceived customer benefits • Textile mill availability (Continued)
Page 2 and 3:
Fashion Marketing
Page 4 and 5:
Fashion Marketing Contemporary Issu
Page 6 and 7:
Contents Foreword List of Contribut
Page 8 and 9:
Contents vii Why do fashion retaile
Page 10 and 11:
Contents ix 14 The international fl
Page 12 and 13:
Foreword Fashion is driven by creat
Page 14 and 15:
List of contributors Emma Banister
Page 16 and 17:
List of Contributors xv identity. H
Page 18 and 19:
List of Contributors xvii M. C. Lam
Page 20 and 21:
Acknowledgements Tony would like to
Page 22 and 23:
Introduction In this introduction t
Page 24 and 25:
Introduction xxiii supermarket fash
Page 26 and 27:
1 Globalization: global markets and
Page 28 and 29:
Globalization: global markets and g
Page 30 and 31:
Page 32 and 33:
Page 34 and 35:
Page 36 and 37:
Page 38 and 39:
Page 40 and 41:
Page 42 and 43:
Page 44 and 45:
Page 46 and 47:
Page 48 and 49:
Page 50 and 51:
Page 52 and 53:
2 Supply chain strategies, structur
Page 54 and 55:
Supply chain strategies, structures
Page 56 and 57:
Page 58 and 59:
Page 60 and 61:
Page 62 and 63:
Page 64 and 65:
Page 66 and 67:
Page 68 and 69:
Page 70 and 71:
Page 72 and 73:
Page 74 and 75:
Page 76 and 77:
Page 78 and 79:
Page 80 and 81:
Challenges of fashion buying and me
Page 82 and 83:
Page 84 and 85:
Page 86 and 87:
Page 88 and 89:
Page 90 and 91:
Page 92 and 93:
Page 94 and 95:
Page 96 and 97:
Page 98 and 99:
4 Segmenting fashion consumers: rec
Page 100 and 101:
Segmenting fashion consumers 75 req
Page 102 and 103:
Segmenting fashion consumers 77 seg
Page 104 and 105:
Segmenting fashion consumers 79 (19
Page 106 and 107:
Segmenting fashion consumers 81 (20
Page 108 and 109:
Segmenting fashion consumers 83 if
Page 110 and 111:
Segmenting fashion consumers 85 of
Page 112 and 113:
Segmenting fashion consumers 87 Gub
Page 114 and 115:
5 Developing a research agenda for
Page 116 and 117:
Developing a research agenda for th
Page 118 and 119:
Page 120 and 121:
Page 122 and 123:
Page 124 and 125:
Page 126 and 127:
Page 128 and 129:
Page 130 and 131:
Page 132 and 133:
6 Retail brand marketing in the fas
Page 134 and 135:
Retail brand marketing in the fashi
Page 136 and 137:
Page 138 and 139:
Page 140 and 141:
Page 142 and 143:
Page 144 and 145:
Page 146 and 147:
Page 148 and 149:
Page 150 and 151:
Page 152 and 153:
Page 154 and 155:
Page 156 and 157:
Competitive marketing strategies of
Page 158 and 159:
Page 160 and 161:
Page 162 and 163:
Page 164 and 165:
Page 166 and 167: Competitive marketing strategies of
Page 176 and 177: 8 Store environment of fashion reta
Page 178 and 179: Store environment of fashion retail
Page 194 and 195: The process of trend development le
Page 214 and 215: Innovation management in creating n
Page 220 and 221: Marketing plan Phase 1: Line planni
Page 242 and 243: 11 Consumers and their negative sel
Page 244 and 245: Consumers and their negative selves
Page 256 and 257: Fashion retailer desired and percei
Page 260 and 261: Schmidt (1995) Corporate Identity M
Page 266 and 267:
Fashion retailer desired and percei
Page 268 and 269:
Page 270 and 271:
Page 272 and 273:
Page 274 and 275:
Page 276 and 277:
Page 278 and 279:
Page 280 and 281:
Page 282 and 283:
Page 284 and 285:
13 Fashion e-tailing Ruth Marciniak
Page 286 and 287:
Fashion e-tailing 261 retailers are
Page 288 and 289:
Fashion e-tailing 263 Then and Delo
Page 290 and 291:
Fashion e-tailing 265 STAGE ONE Dev
Page 292 and 293:
Fashion e-tailing 267 and Vijaysara
Page 294 and 295:
Fashion e-tailing 269 Table 13.2 Be
Page 296 and 297:
Table 13.3 Empirical work on fashio
Page 298 and 299:
Lu and Rucker Identification of pre
Page 300 and 301:
Fashion e-tailing 275 Hall, J. (199
Page 302 and 303:
14 The international flagship store
Page 304 and 305:
The international flagship stores o
Page 306 and 307:
Page 308 and 309:
Page 310 and 311:
Page 312 and 313:
Page 314 and 315:
Page 316 and 317:
Page 318 and 319:
Page 320 and 321:
Page 322 and 323:
15 The making and marketing of a tr
Page 324 and 325:
The making and marketing of a trend
Page 326 and 327:
Page 328 and 329:
Page 330 and 331:
Page 332 and 333:
Page 334 and 335:
Approaches to doing research 309 Cr
Page 336 and 337:
Approaches to doing research 311 In
Page 338 and 339:
Approaches to doing research 313 ch
Page 340 and 341:
Index Accessible luxury, 178 Adidas
Page 342 and 343:
Index 317 Couture shows, 183 Creati
Page 344 and 345:
Index 319 free trade, 9-10 impact,
Page 346 and 347:
Index 321 Micro-marketing, 198 Midd
Page 348 and 349:
Index 323 design factor, 156-7 soci
show all

Fashion Marketing: Contemporary Issues, Second edition - Pr School

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?