Fashion A

Standard 7
Fashion Marketing

Created by: Kris Caldwell

Timpanogos High School
(There is a powerpoint for this standard
available from “Fashion Marketing”)
 Fashion Marketing
• Marketing is a series of activities that fashion
businesses undertake so that customers will
buy products from them instead of their
competitors.
• Marketing Concept is the idea that
businesses must satisfy customer needs and
wants in order to make a profit
 Fashion Marketing
• Target Market the specific group of people that a
business is trying to reach
• Market Segmentation a way of analyzing a market by
categorizing specific characteristics
• Demographic statistics that describe a population in
terms of personal characteristics such as age, gender,
income, ethnic background, education, religion,
occupation, and lifestyle
• Psychographics studies of consumers based on social
and psychological characteristics such as attitude,
interests, and opinions
• Geographics statistics about where people live
• Behavioristics statistics about consumers, attitudes,
use, or response to a product
 Fashion Merchandising
• Fashion Merchandising the planning, buying,
and selling of fashion apparel and accessories
to offer the right merchandise blend to meet
consumer demand
 4 P’s of Marketing
• Product
• Price
• Place
• Promotion
 Channels of Distribution
• Channel of Distribution the path a product
takes from the producer to the consumer
A direct channel of distribution is a path of
distribution in which products are sold by the
producer directly to the consumer.

An indirect channel of distribution is a path of

distribution of products that involves one or
more steps, or intermediaries.
 Functions of Marketing
• Functions of Marketing : the activities that
include product/service management,
distribution, financing, pricing, marketing-
information management, promotion, and
selling
 1.Product/Service Management
Function
• Fashion producers must look for new ways to
use existing items or produce new ones that
will continue to interest the consumer.
 2. Distribution Function
• The distribution of goods includes
the methods of physically moving
and storing goods.

• Distribution technology allows

businesses to track and monitor
merchandise all the way from the
manufacturer to the retail outlet to
the customer.
 3. Financial Function
• Financial planning can include many factors,
such as production costs of the product,
product pricing for the customer, and
everyday expenses such as rent, supplies, and
payroll.
 4. Pricing Function
• Pricing includes determining how much to
charge for goods and services in order to
maximize profits.
 5. Marketing-Information
Management Function
• There are five main elements in a marketing-
information system:
1.Input
2.Storage
3.Analysis
4.Output
5.Decision making
 6. Promotion Function
• Promotion is the communication technique a
business uses, such as advertising and other
promotional methods, to interest customers
in buying the products.
 7. Selling Function
• The selling function involves the direct
personal contact that businesses have with
their customers.

• Sales personnel must be able to communicate

the benefits and features of the items so that
customers are willing to pay higher prices.