[Fashion Marketing]

By

Abstract

In this study we try to explore the concept of “marketing” in a holistic context. The main focus of the research is on “Fashion Marketing” and its relation with “fashion industry”. The research also analyzes many aspects of “fashion” and tries to gauge its effect on “fashion industry”. Finally the research describes various factors which are responsible for “fashion marketing” and tries to describe the overall effect of “fashion” on “consumers”.

Table of Contents

Abstractii

Chapter 1: Introduction1

Background of the study1

Aim of the research1

Research Questions2

Significance of the Research2

Chapter 2: Literature Review3

Chapter 3: Methodology5

Research Methodology5

Participants6

References7

Chapter 1: Introduction

Background of the study

The functioning of the fashion industry presents a number of challenges. The industry is immense, worth over $1 trillion worldwide. Its global influence on sustainability results from its long extended chain of activities, including production and supply of raw and man-made materials (e.g., cotton, polyester), clothing manufacture, distribution and sale of finished goods, fashion goods purchase and usage by the public, and final disposal after use. As a result, the fashion industry has multiple, significant sustainability effects on society at every stage of the clothing life cycle—environmentally, economically, and socially (Kim, Kwon, 2006, pp 87). In recent times, High Street fashion retailers have exacerbated the unsustainable aspects of the sector. The advent of fast fashion—the shortening of the lead times between the appearance of a garment on the catwalk and its availability in the High Street store has resulted in encouraging more intense consumption of fashion. Shortening lead times has effectively shortened the life cycle of fashion, increasing the frequency of purchase, and the accompanying reduction of quality of garments has made fashion disposable in the mind of the consumer (Bloch, 2006, pp 51).

Aim of the research

The research aims to assess the different kinds of customer driven marketing strategies in the fashion industry.

Research Questions

The study will analyse the following research questions:

What is a marketing strategy?

What is the role of designers in consumer driven processes?

What is the concept of uniqueness in fashion industry?

What is the impact of consumer driven marketing strategies on the fashion industry?

Significance of the Research

The research will be very useful to identify the different kinds of marketing strategies used in the fashion industry. This would eventually help the consumers, designers, marketers and all those people who are related to the fashion industry. This way it would play a key role in maximizing the amount of satisfaction that consumers derive from the fashion industry.

Chapter 2: Literature Review

Many consumers, particularly in younger age groups with less disposable income, purchase fast fashion from a growing number of budget fashion retailers, despite knowing that the product will not last long in good condition. The fashion industry has received constant criticism for its environmental performance, as well as for its societal impacts (Goldsmith, Emmert, 2001, pp363). Fierce High Street competition has led to brands seeking to reduce costs by moving production to India and China, adding to the fashion miles and carbon footprint of fashion, as material and clothes are transported around the ...