Fashion Marketing Planning and

Distribution
Presented by: Shamili Gaikwad
Reg no.:16bee1132
 Fashion Marketing Campaign
Fashion marketing is concerned with
meeting the needs, wants, and demands of
your targeted consumer, and these goals
are accomplished using the marketing mix.
GUCCI WITH THEIR 2017 AUTUMN/WINTER
ADVERTISING CAMPAIGN
 Components of a Fashion Marketing Plan
PRODUCT DEVELOPMENT
• The most important component of the product development
phase is not the product itself. The product is just the byproduct
of this phase.
• The most important component of this phase are the
consumers. Consumers dictate all the components of the
marketing plan, and consequently, dictates what the product is.
• Keep in mind that today's highly competitive global
marketplace requires that businesses are consumer centric and
focus on serving consumer's needs.
ZARA AND IT’S PRODUCT DEVELOPMENT
There are two orientations of the product development
Phase:
• The business can be product-oriented and choose to
develop products first then market it to its targeted
markets.
• Alternatively, the business can be more market-oriented
and segment its markets first to determine their specific
needs, wants, and demands then create the product to
meet those wants.
  
PRICE: COST VS VALUE
• The pricing strategy strictly relies on the market segmentation.
With a consumer centric marketing focus, the pricing strategy
would take into account the associated costs to the consumer and
the value afforded to the consumer.
• Pricing may vary based on the market segment and their perceived
value of the product or brand. A consumer buying a luxury brand
perceives the product to be more valuable and in turn is willing to
pay more for the product compared to a price-sensitive consumer
or a product that is mass produced with minimal differentiation.
DISTRIBUTION MANAGEMENT
• The distribution strategy determines the convenience and
availability of the product.
• Traditional distribution channels for fashion brands include
branded flagship stores, independent retailers, department
stores, and online distribution.
• The more distribution channels used the more intense the
brand's exposure and the greater the availability to consumer
markets.
PROMOTIONS & COMMUNICATIONS
• The promotional strategy entails how the brand will attract its
buyers and the series of activities used to communicate to the
targeted consumers.
• The activities in this phase include developing the brand and
its identity, sales promotions, public relations, product
placement, advertising, event marketing, and sponsorships.
Fashion Marketing and Distribution
According to The Economic Times: “Place in the marketing mix
refers to the channel, or the route, through which goods move
from the source to the final user. Place could be the
intermediaries, distributors, wholesalers and retailers.”  To
determine which distribution method is used, the company
must understand the needs of the consumer and determine
which avenue provides the best ability to put the product or
service in front of the potential buyer. Below we take a look at
the main channels we commonly see in the marketplace for
sales to customer:
RETAIL STORES
• This is a tried and true method.  Selling to stores or having
your own store is a great way to get your merchandise out
there.  
• People love to shop and use it as a form of entertainment.  So
even though retail stores are not growing as they had in the
past it is still a major source for sales.  
• Having people see, touch, and try on all at once is a big
advantage.
• ONLINE/MOBILE DEVICES
• We all know these are the fastest growing
channels of distribution.
• Customers love the ease of shopping from
home or frankly any where they are.  It is a
very modern way of selling.
FAIRS
• Many new designers like to sell here.  It is
inexpensive to rent a booth and if the fair is
well attended you can get great exposure and
sell product
DIRECT SALES/IN HOME PARTIES
• This is a form of selling that has been done for
many years.  
• Products like Modicare, Oriflame and
essentials use this technique.
• This method includes word of mouth as one of
the key strategy.
CATALOGS
• This is a very expensive way to sell your
product.  However since less and less
companies are doing it you can really stand
out.
• THANK YOU!