FM 117 1.28.16 - FM 117 1.28.16 Managing Customer Relations...

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FM 117 1.28.16 Managing Customer Relations 1. The Definition of Fashion Marketing A consumer driven, never production or sales driven The apparel supply chain- fiber, fabric, manufacturing, retailing the consumer Advertising is a strategy or plan to help us achieve sales Make consumers believe that they cannot live without the product (objective) Marketing = distribution (movement) (selling) of goods and services from the time they are created until the time they reach the ultimate consumer Consumer has the power and guides people in the movement or distribution of product Start in retailing so by the time you get to manufacturing you have a better understanding of what the retailers want Macys, bloomies, lord and taylor and saks (training programs) Resume, exams (math, vocabulary, and sight), interviews, Resume o Differentiate yourself from the next person o Objective/Vision- one short sentence- very ambitious o Ex- To achieve the highest level of responsibility and authority in the fashion industry o List clubs and things done at school o Must market yourself as someone special Tests o Vocab o Simple arithmetic o Psychological Test (see if the person is positive or not) o Want to know what you know about their company The apparel supply chain- fiber, fabric, manufacturing, retailing , the consumer o Everybody is consumer directed o How? o Expensive? Yes
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2. Understanding the Consumer Demographics- secondary research o Statistics (numbers) o Age, population, salary average o Psychographics- primary research o Lifestyle of the consumer o A persons lifestyle (headset) o What kind of person you are, where do you live, what kind of values o Conservative? Cutting edge? Primary v Secondary Research o Primary = you have to go to the people, cant get from the internet o Very difficult to obtain primary research o Expensive o Questionnaire, focus group, o What people will buy will change based on location o Secondary = information you can get from the internet and not the direct source (like the people) o Somebody else did the work Consumer Values- Brands v Private Label o 1/3 of products are actual brands, 2/3 are private label brands in stores today o Private label is so popular today because they can eliminate the brand and doing it themselves 3. Creating Value Price Quality Prestige- status-branding o People care about the brand and label (polo on shirt) Fashion o William Sonoma (based on high expense, very high markup) exclusive colors just for their store Convenience Service Ambience Environmental
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4. Trends and Forces that Affect the supply chain Relationship a. Target Customers- segmentation i. The Life Style Target 1. Men and women have different life style values when it comes to fashion 2. Four different lifestyle- a. Advanced Customer i. Smallest group= the advanced lifestyle or advanced fashion customer- want to be on the cutting edge of fashion- want new designs first- high self confidence and self esteem- not afraid to be different
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