MARKETING

ENVIRONMENT
RAJAT MOHITE
 INTRODUCTION
● The history of the marketing environment in the fashion business is a tale of
constant evolution. It began with localized, handmade fashion before the
Industrial Revolution transformed it into a mass-produced, consumer-driven
industry. The 20th century saw the emergence of fashion magazines and
advertising, shaping consumer tastes and promoting brand identity. Post-
World War II consumerism led to the globalization of fashion, with luxury
brands and celebrity endorsements becoming central to marketing
strategies. The digital age brought e-commerce, social media influencers,
and a shift towards online marketing. More recently, sustainability and
ethical concerns have taken the forefront, altering marketing approaches,
while data analytics and personalized marketing have become essential
tools. Throughout this history, fashion marketing has adapted to changing
consumer behaviors, technological innovations, and societal values, creating
a dynamic and ever-evolving marketing environment in the fashion industry.
EVOLUTION
• Pre-Industrial Revolution (Before 18th Century):
•Fashion was primarily a local and handmade affair with minimal marketing efforts.
•Clothing was largely influenced by the social class and region.
• Industrial Revolution (Late 18th to Early 19th Century):
•Mass production transformed the industry, making fashion more accessible and affordable.
•The rise of department stores and catalogs introduced consumers to a broader range of
clothing options.
• Early 20th Century:
•Fashion magazines and advertisements became influential, shaping consumer tastes.
•Fashion shows and runway presentations began to promote collections to buyers and the
public.
• Post-World War II Consumerism (Mid-20th Century):
•Consumerism led to the globalization of fashion, with international expansion of brands.
•Television and print media played vital roles in promoting fashion trends and brands.
• Late 20th Century:
•Fashion marketing expanded globally, with designers gaining prominence as brand figures.
•Celebrity endorsements and designer collaborations became common marketing strategies.
• Digital Age (Late 20th Century to Present):
•The internet and e-commerce revolutionized fashion marketing, enabling
online shopping and reaching a global audience.
•Social media platforms like Instagram, Facebook, and TikTok transformed
how fashion is promoted, with influencers playing a central role.
• Sustainability and Ethical Concerns (21st Century):
•Sustainability and ethical practices gained prominence, impacting fashion
marketing strategies.
•Transparency about production processes and eco-friendly materials
became key marketing points.
• Data-Driven Marketing (21st Century):
•Data analytics and AI-powered insights have been integrated into fashion
marketing to understand consumer behavior, personalize marketing, and
optimize inventory management.
• Fashion Weeks and Events:
•Fashion weeks in major cities became significant marketing events,
influencing trends and attracting media attention.
• Influencer Marketing:
•The rise of social media influencers has revolutionized fashion marketing,
offering a more direct and relatable way to reach target audiences.
PRESENT SCENERIO
E-commerce Dominance: E-commerce continued to be a dominant force in fashion marketing. Online
sales, driven by convenience and the COVID-19 pandemic, led to an increased focus on enhancing the
online shopping experience.
Sustainability and Ethical Concerns: Sustainability remained a key focus for fashion brands and
consumers alike. Brands were increasingly adopting eco-friendly practices and emphasizing
transparency in their marketing to meet consumer demands for ethical and sustainable products.
Digital Marketing: Digital marketing, including social media advertising and influencer marketing,
continued to play a vital role in fashion promotion. Platforms like Instagram, TikTok, and Pinterest
were central to engaging with consumers and showcasing products.
Influencer Marketing: Influencer marketing remained a powerful strategy, with fashion brands
partnering with influencers and micro-influencers to reach target audiences authentically.
Omnichannel Retailing: Brands aimed to create seamless shopping experiences by integrating
physical stores with e-commerce platforms. Click-and-collect services and curbside pickup gained
popularity.
• Sustainability Initiatives: Many fashion brands implemented sustainable initiatives,
from using recycled materials to reducing carbon footprints. These efforts were
highlighted in marketing campaigns to appeal to environmentally conscious consumers.
• Direct-to-Consumer (DTC) Models: Some brands embraced DTC models to establish
a closer connection with consumers, bypassing traditional retail channels.
• Virtual Fashion Shows and Events: Fashion weeks and events increasingly adopted
virtual formats, allowing for wider global participation and reaching audiences directly
through digital platforms.
• AR and VR Technologies: Augmented reality (AR) and virtual reality (VR)
technologies were used for immersive shopping experiences, including virtual try-ons
and 3D runway shows.
• Social Responsibility and Inclusivity: Brands were more socially responsible and
inclusive in their marketing efforts, addressing diversity and promoting inclusivity in
their campaigns.
• Fast Fashion vs. Slow Fashion: The debate between fast fashion and slow fashion
continued, with some consumers opting for sustainable, quality over quantity choices.
• Digital Payment Options: Contactless and digital payment options gained traction,
offering consumers a safe and convenient way to make purchases.
CURRENT MARKETING DYNAMICS
● Digital Transformation: The fashion industry has continued to embrace digital platforms
for marketing. E-commerce, social media, and influencer marketing have become even
more prominent. Brands are investing in online experiences, including virtual try-ons and
augmented reality shopping.
● Sustainability: There is a growing emphasis on sustainability in fashion marketing. Brands
are highlighting their eco-friendly practices, ethical sourcing, and responsible production.
Sustainable fashion is not just a trend but a fundamental shift in consumer values.
● Inclusivity and Diversity: Fashion marketing is increasingly focused on inclusivity and
diversity. Brands are striving to represent a wider range of body types, ethnicities, and
genders in their marketing campaigns. Authenticity is key, and consumers expect brands to
be genuinely committed to these values.
● Personalization: Consumers are demanding more personalized experiences. Fashion
brands are leveraging data and AI to tailor their marketing efforts, offering personalized
product recommendations, content, and promotions to individual customers.
● User-Generated Content (UGC): UGC continues to play a significant role in fashion
marketing. Brands encourage customers to create content, such as reviews, photos, and
videos, which can be shared on social media and incorporated into marketing campaigns.
• Social Commerce: Social media platforms are becoming more integrated with e-commerce. Features
like Instagram Shopping and Facebook Marketplace enable consumers to shop directly from social
media posts, blurring the lines between discovery and purchase.
• Virtual and Augmented Reality: Virtual and augmented reality technologies are being used in
fashion marketing for virtual fashion shows, virtual try-ons, and immersive brand experiences.
• Local and Sustainable Sourcing: Some brands are emphasizing local and sustainable sourcing of
materials, which is communicated as a selling point in their marketing efforts.
• Post-Pandemic Shifts: The COVID-19 pandemic accelerated certain trends in fashion marketing,
such as the rise of loungewear and the importance of online channels. Post-pandemic, brands are
adapting to the changing preferences of consumers who may continue to work remotely and
prioritize comfort and flexibility in their clothing choices.
• Data Privacy: Data privacy concerns are leading to changes in how fashion brands collect and use
customer data. Brands are increasingly transparent about data practices and ensuring compliance
with evolving regulations.
• Emphasis on Values: Consumers are looking for brands that align with their values, whether it's
environmental consciousness, social justice, or other ethical considerations. Fashion brands are
expected to take a stand on important societal issues.
THANKYOU !
FASHION INDUSTRY POSITION

RAJAT MOHITE
01
01

HISTORY
 HISTORY
• Pre-Industrial Era (Before the 19th Century):
• During this era, clothing was primarily functional and reflected social status.
• Fashion trends were driven by royalty and the elite, with little influence on the general
populace.
• Early Industrial Era (Late 18th to Early 19th Century):
• The Industrial Revolution brought about significant changes in clothing production.
• The fashion industry began to emerge as mass production made clothing more
accessible.
• Couture and Fashion Houses Era (Late 19th Century):
• This era saw the rise of couture houses, such as Worth in Paris, which set the stage for
designer fashion.
• Fashion magazines and department stores played pivotal roles in shaping consumer
tastes and promoting designer brands.
• Post-World War II Boom Era (Mid-20th Century):
• The post-World War II era witnessed a surge in consumerism and economic prosperity.
• The fashion industry gained recognition as a cultural and economic driver.
• Globalization Era (Late 20th Century):
• The late 20th century marked the globalization of fashion, with designers and brands
expanding internationally.
• Fashion became more accessible due to improved communication and transportation.
● Fast Fashion and Retail Revolution Era (Late 20th Century - Early 21st Century):
○ This era was characterized by the emergence of fast fashion brands like Zara and H&M.
○ E-commerce and online shopping began to disrupt traditional retail, influencing consumer behavior.
● Sustainability and Ethical Concerns Era (21st Century):
○ Sustainability and ethical practices gained prominence due to environmental and labor concerns.
○ Consumers and brands started to prioritize sustainable and ethical fashion choices.
● Digital Transformation Era (21st Century):
○ The digital age brought significant changes to fashion, with social media platforms and influencers reshaping
marketing and consumer behavior.
○ E-commerce and mobile apps became critical channels for fashion retail.
● Customization and Personalization Era (21st Century):
○ Advances in technology allowed for greater customization and personalization of fashion products, catering to
individual preferences.
● Inclusivity and Diversity Era (21st Century):
○ The fashion industry began to address diversity and inclusivity issues more seriously, with increased representation
of various ethnicities, genders, and body types in marketing campaigns and on the runway.
● Tech Integration Era (21st Century):
○ Fashion and technology converged, with innovations like virtual reality (VR) fashion shows and wearable tech
becoming part of the industry.
● These eras represent the major shifts and developments in the fashion industry's position in society and its evolution
over time. Each era has left its mark on the industry, shaping not only the products and designs but also the way
fashion is marketed, produced, and consumed.
 ● Handcrafting and Tailoring (Early History):
In the early history of fashion, clothing was handmade by skilled artisans and tailors who crafted
garments individually for their clients.
Techniques like embroidery, weaving, and dyeing were essential for creating unique and intricate
designs.
Mass Production (Industrial Revolution):
The Industrial Revolution introduced mass production techniques, such as the use of sewing
machines and textile mills, which revolutionized the clothing industry.
Mass production made fashion more affordable and accessible to a broader audience.
Haute Couture (Late 19th Century):
Haute couture refers to the creation of high-quality, custom-made garments by skilled couturiers.
This technique focused on creating unique, handcrafted pieces for elite clients and played a pivotal
role in establishing designer fashion.
02

PRESENT
SCENARIO
 PRESENT SCENARIO
• Digital Dominance: E-commerce continued to be a dominant force in the fashion industry.
Online shopping, mobile apps, and digital marketing played essential roles in reaching and
engaging consumers.
• Sustainability and Ethical Practices: Sustainability and ethical concerns remained at the
forefront. Many fashion brands adopted eco-friendly practices, including the use of sustainable
materials and transparent supply chains, in response to consumer demands for
environmentally conscious products.
• Inclusivity and Diversity: The fashion industry continued to focus on inclusivity and diversity,
with brands making efforts to represent a broader range of body types, ethnicities, genders,
and backgrounds in their marketing and campaigns.
• Fast Fashion vs. Slow Fashion: The debate between fast fashion and slow fashion persisted.
Some consumers favored sustainable, quality-focused choices over mass-produced, disposable
fashion.
• Technology Integration: Augmented reality (AR) and virtual reality (VR) technologies were
integrated into the industry for virtual try-ons, immersive fashion shows, and interactive online
shopping experiences.
• Data-Driven Insights: Data analytics and artificial intelligence were used to gain insights into
consumer behavior, enabling brands to personalize marketing, improve customer experiences,
and optimize inventory management.
• Resale and Secondhand Market: The resale market continued to grow, with consumers
and brands recognizing the value of pre-owned fashion items. Some luxury brands even
entered the resale market.
• Sustainable Production: Sustainability efforts extended to production processes, with a
focus on reducing waste, using eco-friendly production methods, and exploring circular
fashion initiatives.
• Fashion Events: Fashion weeks and events adapted to the digital age, offering hybrid or
virtual formats to showcase collections and engage a global audience.
• Supply Chain Challenges: The fashion industry faced ongoing supply chain challenges,
including disruptions related to the COVID-19 pandemic, production delays, shipping
issues, and inventory management.
• Social Media and Influencer Marketing: Social media platforms remained influential in
fashion marketing, with brands collaborating with influencers and leveraging user-
generated content to connect with consumers.
• Consumer Behavior Changes: The pandemic influenced consumer behavior, with a
preference for comfortable and versatile clothing. Work-from-home and athleisure wear
gained popularity.
• Retail Innovations: Brands and retailers explored new retail formats, such as contactless
shopping, curbside pickup, and experiential stores to adapt to changing consumer
expectations.
03

CURRENT
SCENARIO
 CURRENT DYNAMICS

• Sustainability and Circular Fashion: Sustainability remained a top priority for many fashion brands.
There was a continued shift towards eco-friendly materials, responsible sourcing, and circular fashion
initiatives. Brands focused on reducing waste and extending the lifecycle of products.
• Inclusivity and Diversity: Fashion brands continued to prioritize inclusivity and diversity in their
marketing campaigns and product offerings. There was an increased emphasis on representing a wide
range of body types, ethnicities, genders, and backgrounds.
• Digital Transformation: The digital transformation of the fashion industry continued to accelerate. E-
commerce, mobile shopping apps, and digital marketing remained central to brand strategies, with
consumers increasingly shopping online.
• Resale and Secondhand Market: The resale market continued to grow, driven by consumer interest in
sustainable shopping and the value of pre-owned fashion items. Luxury brands and retailers also
explored resale and consignment partnerships.
• Direct-to-Consumer (DTC) Models: Brands increasingly adopted DTC models to establish a closer
connection with consumers. This allowed for more control over the customer experience and data.
• Virtual Fashion Shows and Events: Fashion weeks and events adopted virtual or hybrid
formats, enabling broader global participation and reaching audiences directly through
digital platforms. Virtual reality (VR) and augmented reality (AR) technologies were used
for immersive experiences.
• Social Commerce and Influencer Marketing: Social commerce gained momentum, with
consumers making purchases directly through social media platforms. Influencer marketing
remained a powerful strategy, with brands collaborating with influencers to reach their
target audiences.
THANKYOU!
 Current business
scenario Topic fashion
world wide - Catagory
doing well -
Apparel doing well
The Fashionable Fortune
In today's business world, apparel is a
booming success. The fashion
industry has seen tremendous growth
in recent years, with new trends and
styles emerging every season. This
presentation will explore the factors
behind this success and what it
means for the future of the industry.
Changing Consumer Habits

One of the main reasons for the

success of apparel in today's business
world is changing consumer habits.
People are increasingly looking for
unique, high-quality clothing that
reflects their personality and values.
This has led to a rise in demand for
sustainable, ethical fashion and a shift
away from fast fashion.
Social Media and Influencers

Social media and influencers have also

played a significant role in the success
of apparel. Platforms like Instagram and
TikTok have given rise to a new
generation of fashion influencers who
have a massive following and can
influence trends and consumer
behavior. Brands are now partnering
with these influencers to reach a wider
audience and promote their products.
E-commerce and Technology

E-commerce and technology have

made it easier than ever for consumers
to shop for apparel. Online shopping
has become the norm, and brands are
investing in new technologies like
virtual try-ons and augmented reality
to enhance the customer experience.
This has led to increased sales and a
wider reach for apparel brands.
The Rise of Athleisure
Athleisure is a trend that has taken
the apparel industry by storm. This
style of clothing combines athletic
and leisure wear, making it
comfortable and stylish. Athleisure
has become a popular choice for
people who want to look good
while staying comfortable, and it
has led to a surge in sales for
brands that specialize in this type
of clothing.
Sustainable and Ethical Fashion

Sustainable and ethical fashion is a

growing trend in the apparel industry.
Consumers are becoming more aware
of the impact of fast fashion on the
environment and on workers in the
supply chain. Brands that prioritize
sustainability and ethical practices are
gaining popularity and attracting a
loyal customer base.
The Impact of COVID-19

The COVID-19 pandemic has had a

significant impact on the apparel
industry. With people staying at home
and events being canceled, sales have
declined for many brands. However,
some brands have adapted by focusing
on loungewear and comfortable
clothing for people spending more
time at home.
Innovative Marketing Strategies

Innovative marketing strategies

have helped apparel brands stand
out in a crowded market. From
pop-up shops to collaborations
with artists and designers, brands
are finding new ways to engage
with consumers and create buzz
around their products. These
strategies have helped brands
increase brand awareness and
drive sales.
The Future of Apparel
The future of apparel looks bright,
with new trends and innovations
emerging all the time. Brands that
prioritize sustainability, technology,
and unique designs are likely to
continue to see success. As the
industry continues to evolve, it will be
exciting to see what new ideas and
trends emerge.
 Key Takeaways
In conclusion, the success of apparel in today's business world
can be attributed to changing consumer habits, social media
and influencers, e-commerce and technology, athleisure,
sustainable and ethical fashion, innovative marketing
strategies, and the potential for future growth. Brands that
stay on top of these trends and prioritize customer needs are
likely to continue to see success in the future.
Thanks!