Fashion Report
Executive summary
After being contacted by Frip & Chic Company, an English manufacturer of clothes, we carried out a survey in order to know if it could establish itself on the fashion market. Frip & Chic Company manufactures design, fashion and quality clothes, so we decide to question especially people around 20-30 years old, and we questioned 21 people through Internet. Answers show that people will be ready to buy these clothes.
Introduction
This report will look at:
Present consumption habits for clothes
Customer preferences for clothes
Sensitivity to price
Recognition of brands
Findings
1. We can see that women are more interested by this subject, indeed I sent this survey to the same number of women and men; but out of 21 people only 7 men answered.
Lot of people go shopping with friends or alone, few go with their family. The majority buy new clothes less than once per month, only 38% buy clothes once or more per month. There is not one kind of shop in which people go shopping; the answers are various, the two trends are small stores and stores like H&M, Zara, Mango…, but this second trend could be distorted by the fact than more women answered.
2. The second point, which follows from this survey, is the importance that people grant to the quality; 70% people prefer quality to cheap clothes. Most people buy T-shirts and jeans when they go shopping, it shows the consumers consumption habits and preferences for clothes.
3. Most of them are sensitive to the prices (90,5%), but for different reasons. 52,4% because of they have not a lot of money (all people questioned was students). 10% think that the price shows the quality of clothes, and 10% prefer spending less money in clothes to buy other things.
4. The preferred brands are diverse; we can note that majority is jeans brands like Levi’s, Diesel, Redwood, Pepe Jeans and Teddy Smith. The main reason is the design, the style of the clothes, the quality/price ratio.
Conclusion
Frip & Chic Company have all its chances to establish itself on the clothes market, indeed its products meet the demand of consumers.
RecommendationsWe should have a meeting with the designers and the marketing department of Frip & Chic Company in order to set the directives to follow for merchandising the future collection. Its collection should be offered for sale in marts or small stores and at a reasonable price, not too expensive because most people are sensitive to the prices.
Louis Vuitton: a mix-marketing strategy
Louis Vuitton has a double strategy. The brand is on two segments. It continues to make traditionnal morocco-leather tanning and also creates trends. It makes quality products and keeps on renewing itself. It calls upon icons to promote its products and to distribute it in places which return to the consumers the image of what they have desire for being. All people want to have one, as well Mr & Mrs Smith as a billionaire or a fashion victim. This brand is worwlwide known. It is always in advance over its time.
Morocco-leather tanning for I-Pod:
Traditionnal morocco-leather tanning:
Giorgio Armani: King of marketing
Salesman at his beginnings, the Italian creator is today at the head of an empire. More than two thousand stores bear its name: clothes, perfumes, glasses and other accessories. His secret?: he uses the stars of the show biz to sit his reputation near the public. Very quickly Armani creates a look, and his marketing strategy was Hollywood. In American Gigolo, broadcasted in 1980, Richard Gere plays a frimor student of Beverley Hills. It is a real fashion parade. In the scene where it throws many shirts over his bed, a close-up allows to see that all shirts carry the mark Giorgio Armani. In the middle of the Eighties, Armani is on the way to become as famous as the actors as he dress, and makes the cover of Time.
But the market moved much. In the Eighties, to dress the actors was a new concept. They were easy to satisfy, allured because a great name wanted to dress them. But at the end of the Nineties, the wheel turned. The dressmakers make the court with nominated and the presenters. They send paperboards of clothing to them which they all cannot wear. However today Giorgio Armani is very satisfied. It doesn't need more Hollywood. His sales turnover exceeded 1,2 billion dollar in 1999, including approximately 40 % in the United States and Canada, and 20 % in Italy.
H&M Marketing Strategy
Hennes & Mauritz was in growth crisis in 2004, so it decided to ask help to Karl Lagerfeld in order to launch a new collection for december 2004. The Chanel’s designer made high fashion available to all at low prices simply because he felt that the idea was modern. It was a big success, so in november 2005 H&M decided to revive the experience with the stylist Stella Mc Cartney. It’s also a strategic positioning. Indeed it wants to position its collection on middle and high of range market. With this marketing strategy H&M wants to increase its market share on the english market.
About Fashion Marketing…
The fashion Marketing consist with developing, analyzing, and implementing sales strategies on fashion trends. It requires two qualities, an eye for style, to anticipate the future trends, and a heradfor business, to think the marketing means to sell the collection. Fashion is a worlwide multi billion dollar industry. When you want to work in Fashion Marketing you learn advertising techniques and marketing strategies. It requires also a degree of cultural diversity, it’s important to develop marketing campaigns; it’s very important to be careful with the cultural issues!
Hello!
I’m Emilie Gourdet and I’m 21. I live in Le Havre for my studies, I’m now in 2nd year of my buisness school.
I chose to create a blog about Fashion Marketing, this topic interests me and I want to give you the envy to learn more about this!
