textile marketing

8/10/2019 textile Marketing

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Fashion retailing, marketing

Once the clothes have been designed and manufactured, they need to be sold. Buthow are clothes to get from the manufacturer to the customer? The business of

buying clothes from manufacturers and selling them to customers is known as

retail. Retailers make initial purchases for resale three to six months before the

customer is able to buy the clothes in-store.

Fashion marketing is the process of managing the flow of merchandise from the

initial selection of designs to be produced to the presentation of products to retailcustomers, with the goal of maximizing a companys sales and profitability.

Successful fashion marketing depends on understanding consumer desire andresponding with appropriate products. Marketers use sales tracking data, attention

to media coverage, focus groups, and other means of ascertaining consumer

preferences to provide feedback to designers and manufacturers about the type andquantity of goods to be produced. Marketers are thus responsible for identifyingand defining a fashion producers target customers and for responding to the

preferences of those customers.

Fashion marketing techniques apply many of the same marketing strategies that large

and small businesses use. Fashion marketing includes market research, advertising and

promotion. Research gathers information about the market for a particular brand or

product. Advertising helps generate sales, and promotion increases brand or product

awareness. Some fashion marketing techniques include fashion events, print

publications, press releases and media relations, digital media and product placement.

FashionBlogs

People are frequently introduced to brands by friends and family, but they oftenventure online to do their research and look for reviews from other customers. A

big part of the online community includes blogs and social networks. In manyinstances, bloggers are also tweeting about the topics they discuss on their blogs.

Because of this, it's beneficial to establish strong, mutually beneficial relationships

with local and national fashion bloggers and websites as a part of your creative

marketing strategy. Develop interesting angles, as they are inundated with requestsfrom up-and-coming designers daily. Send a professional pitch and your look

book. If you need help locating bloggers and websites or determining what to send,contact a public relations professional for assistance.
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FashionShowcase

Consider hosting a small gathering of 30 to 50 people to debut your line or

boutique to key people in the fashion industry. Invite bloggers, editors, buyers andpotential high-profile clients. This is a creative way to network and personally

introduce your brand through your own vision. During the event, allow time for asmall fashion show, and also display items throughout the room. You can use your

look book as inspiration and tie elements of it into your event.

Events

Fashion marketers conduct promotional events. Product launch events invite the

media and public or private guests to learn about new product offerings such as

jewelry and other accessories. Runway events showcase fashion apparel that isworn by models. Spectators view the models to see how the clothing fits andevaluate the overall look. Other events involve hosting or sponsoring charityevents and causes that help build brand awareness.

Print Publication

Fashion marketers use print publications to promote the brand or product offering.

Print publications include the brand's self-published magazines, trade and

consumer magazine advertisement, mailings and newsletters that feature individualproducts, flyers and posters at store locations, point-of-purchase announcementsthat are placed at the checkout counter, product inserts that are included with

product purchases and billboard ads along highways and city streets.

Press Releases

Fashion marketers create and distribute press releases. Fashion marketers use press

releases to announce the brand's activities. Releases may introduce a new fashion

line or brand, or introduce the brand's founders. Press releases often keep thepublic informed about the brand's activities by announcing new and upcoming

product launches, runway events, successes and newsworthy stories about thebrand or individual products. Marketers distribute press releases to newspapers and

other media outlets, and may use a public relations firm to help reach largeraudiences.

Digital Media
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Fashion marketers use digital media for research and promotion. Web technology

provides an efficient platform for collecting survey data that reveals informationabout the brand's market. For example, some brands that process orders online ask

the customer to fill out a satisfaction survey after they complete the purchase.

Other Web technology involves social media applications that accomplish outreachand promotional goals. Fashion marketers can keep target markets up-to-date withlive status messages, and use profile queries to find new potential customers and

distribute e-promos to relevant audiences.

Product Placement

Fashion marketers, publicists and other promoters use product placementmarketing techniques. Product placement techniques involve featuring fashion

items and apparel on television programs, movies and celebrities. Productplacement displays the product without explicitly advertising it, because this

marketing technique displays the product within the context of the primaryentertainment. Sometimes, television commercials follow-up on television shows

that feature product placement items to increase awareness or credibility.

Things to expect in the fashion marketing

Brands have continued to leverage social networks for big product launches. Previousyear, the fashion industry proved particularly keen on location-based gaming platform

Foursquare. Using Social media to run promotions or build buzz is an excellentresource for the fashion industry to utilize. Namely, twitter is one of the biggestemerging social media websites to execute promotions and also spread informationbursts to a target customer in a fast amount of time.Consumers are tired with the omnipresent marketing. Consequently, to be moreeffective, fashion marketers will have to reach further be more mature and try toestablish real relationships with fashionista, not only depend on the use of social media.To accomplish that, in 2013, they will come back to the roots of the marketing and turnaway from the globalization:

Localization and targeting

Consumers are more and more convinced of small, local brands. Therefore releases willhave to be targeted more accurately, and marketers will have to take geo-localizationmore seriously. Applications such as Foursquare or Facebook Places will be used moreoften. Understanding the importance of the localization is already underway, but the bigfashion companies will still have to go down to a more local level than targeting their fanpages or adverts.


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This year, marketers will try to reach the single customer, for example by using geo-localizing applications and tools, and causing the change of the brands image theglobal brand, marketers represent, will be perceived as a luxurious shop from theneighborhood.

Distinction between mobile and tablet and integrating real and digital grounds

Fashion marketers will acknowledge the difference between people using smartphones(concentrated on social media, but also on specific tasks) and people using tablets(concentrated on social media, entertainment and information).They will also remember that one person can use multiple, different devices. Thanks tothat, they will be able to use more accurate strategies, also those outdoors ones, andbetter connect campaigns in real life with those in the web. And this is the main directionof the evolution of the fashion marketing.

Integration of social media

A lot of social media come into being in recent years, and a lot of them we are able tointegrate. Unfortunately, the fashion brands still do not lead a coherent communicationon them and do not integrate them. I am sure it will change in 2013. Fashion brands willsee a potential and relatively low costs of a coherent social media strategy, thanks towhich they will be able to reach to a wide group of consumers and save on differentexpenses (for example: on a media planning, or even SEO).

Tradition

Tradition is following just after geo-localization. Everyone likes the local fashion, mainlybecause it allows distinguishing, identifying oneself, and underline ones descent andindividualism. The perfect example is Style Bubble, who builds her image and blogpower on that. In relation to this, in 2013, with the progress of so called fast fashion wemay be able to witness a twist in a fashion distribution as well as in communicationundertaken by the big brands with their customers.The main fashion houses are already inspired by multiple cultures see Dolce &Gabbana recent collections or pro-British communication by Burberry. I think they willgo even furtherthey will refer to multiple customers traditions both in a content (ofdifferent collections), and in a form of communication (variety of strategies, going backto the provincial sales).

THEfashion industry functions much like your least favorite high school clique: A leaderboldly undertakes something new, a few imitators cautiously follow suit and the restthen clamber to participate before the trend dies out.

The same pattern has emerged so far this year, as brands sample new digital andmobile technologies to market to and engage with consumers. In particular, brands tookto location-based social network Foursquare to build buzz around new product


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launches, like Jimmy Choo's line of trainers and Oscar de la Renta's limited-editionseries of python iPad clutches.In addition to campaigns, fashion brands released a significant amount of behind-the-scenes content on a regular basis, ranging from blurry mobile snapshots of runwaymodels for quick distribution over Facebook and Twitter, to professionally produce short

films delivered exclusively on company websites and mobile apps.

Why do brand fail?

Proper branding can result in higher sales of not only one product, but on other products associated with

that brand. For example, if a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely

to try other products offered by the company such as chocolate chip cookies. Brand is the personality that

identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and

how it relates to key constituencies: customers, staff, partners, investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions,

images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from theexperiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is

known as the brand experience. The brand experience is a brand's action perceived by a person. The

psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within theminds of people, consisting of all the information and expectations associated with a product, service or the

company(ies) providing them.

Careful brand management seeks to make the product or services relevant to the target audience. Brandsshould be seen as more than the difference between the actual cost of a product and its selling price - they

represent the sum of all valuable qualities of a product to the consumer.

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on

your brand messages. Where you advertise is part of your brand strategy. Your distribution channels arealso part of your brand strategy. And what you communicate visually and verbally are part of your brand

strategy, too.

We are living in a world where water is sold with a name, clothes are being marketed with signature signsand food items are being promoted with trademarks. The concept of branding has completely shaped the

way people consume commodities. Customers in this day and age prefer status symbols over necessity.

This shows the importance of branding and its influence on businesses.

Scott Bedbury, Starbucks former vice-president of marketing, controversially admitted that consumers

dont truly believe theres a huge difference between products, which means brands have to establish

emotional ties with their customers.

However, emotions arent to be messed with. Once a brand has created that necessary bond, it has to

handle it with care. One step out of line and the customer may not be willing to forgive.

This is ultimately why all brands fail. Something happens to break the bond between the customer and the

brand. This is not always the fault of the company, as some things really are beyond their immediate

control (global recession, technological advances, international disasters etc). However, more often than


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not, when brands struggle or fail it is usually down to a distorted perception of the brand, the competition or

the market.

It takes years to erect a successful brand identity, but only an instant to destroy it. All the famous brands

and corporations have risen to their current status after a lot of painstaking effort. Failure is common for

small businesses and start-ups, but have we ever wondered how famous brands falter? Today, I seek to

uncover some of the most common reasons why renowned brands fall by illustrating the cases of somefamous brands.

Brand amnesiaFor old brands, as for old people, memory becomes an increasing issue. When a brand

forgets what it is supposed to stand for, it runs into trouble. The most obvious case of brand amnesia

occurs when a venerable, long-standing brand tries to create a radical new identity, such as when Coca-

Cola tried to replace its original formula with New Coke. The results were disastrous.

Brand egoBrands sometimes develop a tendency for over-estimating their own importance, and their

own capability. This is evident when a brand believes it can support a market single-handedly, as Polaroid

did with the instant photography market. It is also apparent when a brand enters a new market for which itis clearly ill-suited, such as Harley Davidson trying to sell perfume.

Short-Term Approach: For a successful brand, the short-term approach is always hazardous as itrestricts the domain and vision of the company. While it is an inherent truth that all companies are there in

the market to make money, one cannot keep such a short-term and narrow-minded mindset if it wants towin customers for a longer period of time. A recent case in point was British Petroleum that didnt

accurately forecast the repercussions of its business on the environment and ended up becoming the bad

company in the eyes of the general public.

Brand megalomaniaEgotism can lead to megalomania. When this happens, brands want to take overthe world by expanding into every product category imaginable. Some, such as Virgin, get away with it.

Lesser brands, however, do not.

Brand deception Human kind cannot bear very much reality, wrote T S Eliot. Neither can brands.

Indeed, some brands see the whole marketing process as an act of covering up the reality of their product.In extreme cases, the trend towards brand fiction can lead to downright lies. For example, in an attempt to

promote the film A Knights Tale one Sony marketing executive invented a critic, and a suitable quote, to

put onto the promotional poster. In an age where markets are increasingly connected, via the Internet and

other technologies, consumers can no longer be deceived.Too Slow to Change: In this day and age, companies cannot afford to lag behind in technology and

advancement. Those who were too slow to adapt to the changing environment lost the race in the long run.

I remember a 64-Bit Commodore system lying in my attic that was once used by our grandparents for

computing and entertainment purposes. The company was too slow to update their systems and lost therace to giants like IBM, Compaq and Apple.

Going Against the Image:Honda, Toyota, Ford and Ferrari all of these brands have built an image of

being reputable car manufacturers. This brand image is attached to the company and affects their futureoperations as well. If one of these car manufacturers decide to enter a totally diverse field, lets say,

perfumes, would it be appropriate? Most certainly not! A similar case happened in 1999, when the famous

womens magazine, Cosmopolitan, introduced its own line of low-fat yogurt. The brand failed badly since

the customers were reluctant to accept a yogurt linked to a female magazine.Brand paranoia This is the opposite of brand ego and is most likely to occur when a brand faces

increased competition. Typical symptoms include: a tendency to file lawsuits against rival companies, a

willingness to reinvent the brand every six months, and a longing to imitate competitors.


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Some Examples

Outkast clothing Created By: Outkast Founded: 2002

When Outkast announced that they were going to launch their own clothing line, Andre said that fans would

be able to get "everything...the furs, the leathers...hats...everything." But when it hit stores it looked like arehashed Enyce. It didn't represent 3 Stacks, the George Clinton of hip hop style or Big Boys fly pimpstylings. It was just kind of boring. And they never wore it. Rule #1 of the celebrity clothing game: If you

don't wear your clothes, no one else will.

Levis - Type 1 Jeans

Apparently jeans that are perfect for those situations when you're being dragged through the dirt while

hanging on to a rope wrapped around a possessed car dont resonate with the masses. This confusing

Super Bowl commercial was simultaneously the debut and the death knell for Levi's Type 1 Jeans.

Why it failed:Fashion is a capricious field. The designers at Levis made Fashion Fumble #41b:Celebrating the launch of a product before checking to see if anyone RSVPd to the Evite.

Clothing Brand Promotion

Brand promotion is a strategy that is commonly used in marketing in order to

increase customer loyalty, awareness of products, and sales. Instead of focusing

on a specific product or products, a company instead tries to focus on the

promotion of its brand.

Great brands are no accidents. They are a result of thoughtful and imaginative

planning. Anyone building or managing a brand must carefully develop and

implement creative brand strategies.

To aid in that planning, three tools or models are helpful. Like the famous Russian

nesting

matrioshka dolls, the three models are inter-connected and become larger and

increasing in scope: The first model is a component into the second model; the

second model, in turn, is a component into the third model. Combined, the three

models provide crucial micro and macro perspectives to successful brand building.

Specifically, the three models are as follows, to be described in more detail below:

1) Brand positioning model describes how to establish competitive advantages in the

minds of customers in the marketplace;

2) Brand resonance model describes how to create intense, activity loyalty

relationships with customers; and


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3) Brand value chain model describes how to trace the value creation process to

better understand the financial impact of marketing expenditures and investments.

Collectively, these three models help marketers devise branding strategies and

tactics to maximize profits and long-term brand equity and track their progress

along the way

One of the biggest problems new clothing lines face is promoting their brand in such a saturated

market. For typical clothing, not only are you promoting yourself to the stores that you will sell to but

also the end user. As a result of the importance of self-promotion you will find that most of the time

you will spend running your clothing line will be promoting your brand and its ethics.

Using wholesale clothing as a promotional giveaway is a great way to brand your business and get

your logo and company name recognition as well as exposure. Not only that, but brand name

clothing is more likely to be worn frequently by your employees, clients, and just about everyone,

bringing you extra advertising impressions along the way. Increase the visibility of your corporate logo

and brand message in the communities you value most. This thoughtful and significant practice is not

only a useful marketing technique but also rewards recipients with designer apparel that impresses

the high-quality values now connecting your brand and the manufacturer. And available in women's,

men's, and children's sizes and styles, Pinnacle Promotions has perfect piece of brand name

wholesale clothing to fit your needs, brand, and budget.

Develop a brand strategy to help you communicate your positioning and value proposition every

time you touch your market. Together, these strategies are the essential building blocks for your

business.


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BRANDING AND MESSAGING

Branding is a powerful tool for positioning your product. Branding is used on almost all customer

facing elements of a product, from the packaging design to the style of writing used on posters. Every

communication a customer received ads up to form a mental picture of your brand and can

influence the price they are willing to pay for your products. This ability to charge more due to the

positioning of your product is known as 'brand equity'. Your branding also needs to consider your

unique selling points (USPs) and ensure these are easily recognized through your messaging is your

product the best value, longest lasting, sweetest smelling or fastest?

GETTING THE BEST RESPONSE

To get the best response from your target market, you need ensuring the message is relevant and

clear once you've managed to gain the valuable attention of your customer the last thing you

want is for them to be confused about what you're saying. Determine the objectives of the advert

and ensure these aims are addressed clearly. Think about the next steps you would like the audience

to take, whether this is visiting a website, ringing a number, or being able to recall your brand when

they are next in the shops.

Case Study

Colorplus consistency pays

Color-plus was launched in 1993 by color-plus Fashions which was a unit of

Coimbatore based Ambattur Clothing Limited. It was launched at a time where

no global brands were seriously exploring the Indian market. I would say that no

serious branding effort was there in place during that time. The ready to wear

segment was in a nascent stage. Color-plus as a brand now has an iconic

status in the ready-made segment. The brand which is carefully crafted and

brilliantly communicated is the perfect example of brand management.

Rajendra Mudaliar, managing director, and Kailash M Bhatia, CEO has been

clear on what the brand is and how this is to be communicated.

In 2003 this brand was acquired by Raymond. I thought that the communicationand brand strategy would change but to my pleasant surprise, it is the same.

Thank God...

The brand falls under the Smart casual segment in the ready to wear market

with its presence in South and west Asia. In this era of celebrity endorsement, this

is a brand which uses no celebrity, and Color-plus is always the star. The brand is

exposed through careful media selection and you never see a TVC of this


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brand. The copy and the layout are ever so consistent and the ad has

maintained a classy look throughout its existence.

Seen only in premium publications and business magazines reveals that the

brand is clear about the target segment.

Raymond by acquiring this brand has now entered the premium casual wear

segment which is now fast growing. With Parx at the lower end and Color-plus

on the premium end, Raymond is hoping to gain a major foothold in the Indian

ready to wear segment in years to come.

Marketing Strategies of Garments Industry of India

Theready madegarmentsindustry has been chosen for various reasons. Firstly it plays animportant role for its directly concerned to one of the basic needs of every citizen. The garmentsindustry operates in a highly complex environment. Indian garments industries has been creating

in a rapidly changing environment particularly since mid-seventies. It is therefore important to

examine what the modern trend are being introduced by the companies in their marketingstrategies and cope with the changing environment because this is a fashion age and everyone is

concerned about the new fashion and wants the new test specially the young generation. Second

reason to choose the ready made garments industry is that the contribution of the garments sector

in the sphere of production, earning of foreign exchange and investment in the Indian economyhas been quite significant. Third, the functional performance of majority of the garments sector

that is in the private sector deserves a significant consideration. The profitability trends, working

of garment units dependence of garments industries on imports are some of the areas whichhave also been touched upon and lastly the leadership role of garments sector in India as this is

the second employment providing sector after agriculture. The garments industry alone providesthe major employment to the Indian citizen as this sector is concerned to small scale industries

sector.

A marketing strategy serves as the base of a marketing plan. A marketing plan contains a list of

specific actions required to successfully implement a specific marketing strategy. An example of

marketing strategy is as follows: "Use a low cost product to attract consumers. Once our

organization, via our low cost product, has established a relationship with consumers, our

organization will sell additional, higher-margin products and services that enhance the

consumer's interaction with the low-cost product or service." Without a sound marketing

strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental

foundation of marketing plans designed to reach marketing objectives. It is important that these

objectives have measurable results.

Observing how people shop, when they shop and where they purchase from is crucial for

determining future marketing strategies. In 2005, only half of the American populace shopped

online. By 2008, that number grew to 65 percent and continued to jump each subsequent year.

This reality forced many retailers to expand their Internet presence by purchasing more online

advertising and not just advertising in fashion magazines. In addition, companies were forced to
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improve or establish their e-stores to allow for convenient shopping. Companies increasingly

partner with member-only communities and other merchants to sell product.

Marketing is the process of developing and communicating value to your prospects and

customers. Think about every step you take to sell service and manage your customers:

Your knowledge of the market and your strategy to penetrate it

The distribution channels you use to connect with your customers Your pricing strategy

The messages you deliver to your market

The look and feel of your marketing materials

The experience you deliver to your market and customers

The actions of your sales and service reps

All of the planning, preparation, forecasting and measurement of your investments

From the diagram, the main components of a marketing plan can be summarized as:

Component of the plan Description

Mission statement A meaningful statement of the purpose and direction of thebusiness

Corporate objectives The overall business objectives that shape the marketing plan

Marketing audit The way the information for marketing planning is organised.Assesses the situation of marketing in the businessthe products,

resources, distribution methods, market shares, competitors etc

Market analysis The markets the business is in (and targeting)size , structure,

growth etc

SWOT analysis

An assessment of the firms current position, showing the strengths& weaknesses (internal factors) and opportunities and threats(external factors)

Marketing objectives and

strategies

What the marketing function wants to achieve (consistent with

corporate objectives) and how it intends to do it (e.g. Ansoff,Porter)

Marketing budget Usually a detailed budget for the next year and an outline budget

for the next 2-3 years

Action plan The detailed implementation plan


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textile marketing

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