...The Fashion Channel Analysis I. INTRODUCTION TFC adalah stasiun jaringan TV kabel yang sukses. Itu tidak lama sebelum jaringan TFC menyadari bahwa jaringan lain mencatat keberhasilan dan mulai menambahkan program fashion juga (seperti CNN dan Lifetime). The Fashion Channel merasa perlu untuk meningkatkan segmentasi, positioning dan iklan untuk mempertahankan eksistensi mereka saat ini. Dana Wheeler dipekerjakan untuk memanfaatkan kekuatan mereka sehingga diharapkan dapat mendapatkan kembali pangsa pasar mereka dari pesaing, membuat lebih banyak pendapatan dan memelihara posisi dan kondisi TFC ini seperti pada awal berdiri. TFC menyadari bahwa mereka perlu fokus pada target pasar mereka yaitu segmen perempuan antara usia 18 sampai 34 tahun. II. PROBLEM STATEMENT Dana Wheeler harus mempertimbangkan langkah-langkah berikut dalam mencoba untuk meningkatkan pendapatan iklan: 1. Menargetkan segmentasi dan posisi terhadap perempuan antara usia 18 sampai 34. 2. Menempatkan lebih fokus pada segmen Fashionista dan menghabiskan penghasilan tambahan pada pemrograman. 3. Menargetkan dua segmen-yang Fashionista dan Pembeli / Perencana. Saluran situasi muncul dari peningkatan kompetisi dari persaingan yang ada. Pada skala 1 sampai 5 (dengan 5 merupakan skor tertinggi), TFC mendapatkan rating 3.8, sedangkan dua kompetirornya mendapatkan rating yang lebih tinggi pada program fashionnya: CNN mendapat rating 4.3 dan Lifetime 4.5. Lifetime menarik...
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...For being the late 90’s, 1998 was a combination of the rest of the decade when it comes to style. Women’s fashion, for makeup especially, went more for those dark, wine colors for lipsticks, eyeshadows, and nail polishes. As for what women wore, chocker necklaces were in since the early 90’s and moved all though the decade. Flat shoes became a staple in the woman’s closet due to their overall comfort. Many young teens looking up to their celebrity’s style for the next “hair trend”. Many relied on Jennifer Aniston’s curls and Cameron Diaz’s blonde bob (Smith). And if it wasn’t from a popular star, many would put vivid streaks of bright, unnatural colors in their hair and made it look greasier with hair ‘mascara’ (Sheldon). As for the men,...
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...Fashion Observation Analysis 1. Go to a public place and OBSERVE the community of people in that place for at least 30 minutes; perhaps as long as 60 minutes. In your report, describe the setting and note the date and time of your observation. Describe the element of “community” that you observed. The public place, in which I chose to observe fashion, was a community fall festival. This festival occurs once a year and brings people from several communities. I arrived at the festival in early afternoon, around 12:30 pm. The festival was just starting to get crowded. At this time there were mostly families with children present. I observed numerous families with babies in strollers. There were at least twenty “vendor” booths operating this day. Vendor booths are individuals or companies who have come to the festival and set up a booth or concession truck to sell and promote their products. There were booths selling homemade baked goods, hair bows for little girls, Halloween and Christmas decorations, and make-up, to name a few. This festival also included a small carnival with rides and games. 2. Take notes describing your observations, giving special attention to recording: A. The ages and other demographic characteristics that are observed; elaborate in your description about how you determined demographic characteristics such as socio- economic class and education levels. Throughout the course of my observation, I noticed that most of vendors that were selling...
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...Burberry square by Diane O'Brien June 16, 2003 Even if you don’t recognize the Burberry name, chances are you’re familiar with the company’s signature plaid. The trademark red, camel, black and white checked pattern adorns everything from scarves to coats to umbrellas. If you happen to view one of these items while still on a store shelf, you can count on it having a shockingly high price tag attached. | | | | | This London-based brand dates back to 1856 when it was founded by Thomas Burberry. Now known more for its style, early attention focused more on function -- Burberry invented gabardine, a durable, breathable and waterproof fabric. Ernest Shackleton was even outfitted in Burberry during his 1914 expedition across Antarctica. Several decades later the famous check was introduced (1924), and shortly thereafter, trademarked. (Someone obviously had a keen understanding of the counterfeit value in the signature look.) Burberry’s rabidly vigilant copyright department is still thriving to this day (see threatening trademark section at Burberry.com). The small UK brand didn't cross the pond until the 1970s when it opened a flagship store in the appropriately posh location of the Upper East Side of Manhattan. At this point the narrow product line expanded from coats to scarves, umbrellas and luggage. Despite worldwide reach (stores in upscale locales only), by the 1990s the brand started to look like your grandmother’s pocketbook. Burberry turned to Rosemary...
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...htm JFMM 8,4 ACADEMIC PAPER 362 Fashion change and fashion consumption: the chaotic perspective Ka Ming Law, Zhi-Ming Zhang and Chung-Sun Leung Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong Keywords Fashion, Consumers, Young adults, Social change Abstract Previous researches have considered that the impact of fashion change and fashion consumption is linear. Therefore, one reason was found as the ultimate source to explain why a fashion style/ trend was spread to the mass market. However, the existing market is complex and difficult to find out the holistic reason to explain fashion consumption. In this study, the chaotic perspective is taken into account to investigate the relationship between fashion change and fashion consumption. By using the grounded theory method, 33 in-depth interviews were conducted. A chaotic fashion consumption model is developed from the findings to explain how different fashions are consumed and rejected while fashion changes. It is found that the interaction of being fashionable, perceived fashionability and system participation affects the ultimate decision on fashion consumption. It is also found that a pattern can be traced to forecast the degree of fashion consumption even when the fashion change phenomenon is chaotic. Thus, it is similar to the principle of chaos theory that short-term prediction is possible in relation to the degree of fashion acceptance among consumers. Marketing implications...
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...The logo: Uniqlo have many ranges in one categories, they have T-shirt, sportswear, casual wear and underwear. Uniqlo monopolized the product, for example: heat tech, super light wool and bra-tops. The heat tech can let consumers get warm all the time, the super light wool can let the apparel of Uniqlo become lightest. This kind of things will get the interest of consumers. Uniqlo always have attractive campaigns when they will be open at some complex/shopping mall. For example, they will have a offer price when they opened at somewhere in 1 month. Sometimes, they will have a campaigns for 1 man’s underwear in RM10.All of this campaigns will let every gender ,every generation can find your own apparel at Uniqlo. Introduction On “Uniqlo” Uniqlo is the Japanese largest apparel brand owned by fast retailing, apparel is a fast moving consumer goods, include Uniqlo. Consumers will not high loyalty in a brands, the apparel company will get some attractive way to interest their consumers. Uniqlo advocate “low price, good quality”, the consumers always love the way you can get the cheapest things with high quality. That’s why Uniqlo can be success. The apparel of Uniqlo become popular among every generation since the introduction of their fleece jackets, they made the apparel for everyone. Uniqlo is using SPA (Specialty store retailer of Private label Apparel) business model to encompassing all stages of the business--from design and production to final sale. The SPA (Specialty...
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...Gap Inc. In 2010 1. The five forces of analysis about the strengths of competition presents what you should be prepared for. If you are in the clothing industry then you have you have to look out for new people who are coming into the industry. You have to see how much your competition is selling their clothes for. Also how much your customers are able to buy the clothes for. 2. The main factor is having the latest fashion trends and then to be able to quickly bring that into the market. They also need to make sure their clothing store isn’t like all the ones within the customers shopping range. Another factor is being able to create brand loyalty so that the customer will stick with the product. Many rivals dedicate a considerable amount of resources for brand building and advertising. 3. The strongest overall competitive position would be TJX, they had the leading off-price retailer of clothing in the United States in 2010. They would be the strongest competitors because they sell their products at 20-60 percent below department store’s prices. The lowest competitor would be AEO, they don’t have as many stores as the other three competitors do. They aren’t bringing in as many customers as GAP is bringing in, so they don’t pose as much as a threat as the others would. 4. Their strategy in 2007 was to improve the appeal of the company’s product lines and expand its business internationally. The strategy that they are using is the best-cost provider strategy...
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...My business plan 1. Table of contents Main section Page Executive summary………………………………………………..2 Aims, objectives and vision……………………………………….3 Business description and purpose………………………………..3 Legal status and licences…………………………….…………….3 Management process……………………………………..………..4 Marketing plan and strategy………………………………………5 Sales targets and objectives……………………………….………6 Financial requirements and forecasts……………………..……6 Training needs…………………………………………...………….7 Business risks…………………………………………….………….7 PEST analysis……………………………………………….……….7 SWOT analysis………………………………………….……………8 2. Executive summary The business that I want to set up and run is a jewellery business, which will be called “Reiche”. It will be online based but I will also be supplying to other retailers that sell luxury fashion items. Reiche will have it own shop in central London precisely around Mayfair, because in the area, there are many different luxury shops, hotels, bars etc; and the area seems to attract many wealthy people. My jewellery business will also give customer opportunity to sell their unwanted gold at a fair price, to have their repairs and alteration done, as well as have custom design for their jewellery. We will also personal shopping and advice for clients with busy schedule. Reiche will start as sole trade, and as the business grows, it will become a company limited by shares. Reiche’s products will be stylish...
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...Situational Analysis Who are customers? Concrete Jungle customers’ base is predominately male and female late teens through mid-twenties. Our customers on average spends about $1300 yearly on anything fashion related. They primarily live in small communities and shop locally. They are aware of trends, but are not all fashion innovators; most of our customers are not able to afford the newest trends and wail until prices drop, making our customer a fashion follower. We do also appeal to a few fashion innovators, special individuals who are able to create new innovative trends out of recycled clothing. Our customers appreciate designer brands but are not necessarily brand loyal. They are educated either in high school, college or college graduates. Our customers are in middle to upper middle income brackets and are living on a budget, and pay close attention to their spending habits. Are they users of social media? Based on survey results our customers are considered heavy users. They use many social outlets such as Tumblr, Instagram, Pinterest and Twitter. To keep up with trends and to voice their opinions, consumers must regularly follow brands and designers; to review consumer motivations and concerns and to maintain public interest, designers must regularly update their sites and responses. Who are all competitors? Our vendors can be considered our competitors since our product is handed down to us second hand. Vendors sell original products in large quantity. Our sellers...
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...when combined forms organizational capabilities. The goal of every business strategy is to achieve a sustainable competitive advantage. According to Collis and Montgomery (2008) a firm’s resources are responsible for its better performance while working in a dynamic environment which academics term as resource based view of the firm (RBV). The RBV analysis assumes that both resources and capabilities are important for better performance and explains why some firms perform better than others in an industry. Using RBV as a framework this essay aims to examine how ZARA generates sustainable competitive advantage. (Opening is good, you have been able to introduce theory that would be discussed the essay). “A fast fashion system combines quick response production capabilities with enhanced product design capabilities to both design latest products that capture the latest consumer trends and exploit minimal production lead times to match supply with uncertain demand” (Cachon and Swinney, 2011). Fast fashion is widely gaining recognition as being a key enabler for success for modern fashion retailers (Barnes and Lea-Greenwood, 2006). Fashion retailers such as ZARA, H&M and Benetton have adopted this strategy in order to enhance its business system and gain competitive advantage. ZARA was established in 1975 and is the flagship of Inditex (Industria de Disen˜o Textil) of Spain. In a relatively short span of time, ZARA became the largest and most internationalized of Inditex’s chains...
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...M&S have a strong focus on consistent quality and high standards. They have been aware of technological factors and social changes within this market and have reacted in particular to the technological evolutions effectively, helping them to achieve one of their core competencies that is, quality. Driving forces in this industry proved difficult for M&S, globalization, the development of casual trends, and accelerating fashion cycles were major evolutions that became prevalent in the textile apparel industry, M&S were not reacting to these factors well and so they were becoming quite lost in their own market. Macro Economic Factors/PEST Analysis. Technological Issues The textile apparel industry is becoming to rely on technology for faster production systems and better quality products. We have seen that M&S have had a successful technological component to their organization, close co-operation with suppliers and the use of the latest technology has been the foundation for achieving the highest quality in their products. The fashion industry is going to keep evolving with the newest technology, it is vital that brands react to this macro-economic factor as it will be what may differentiate you from your competitors. Economical Issues A recession will have an enormous effect on M&S and this industry, along with their consumers. Costs will increase and prices will go down, leaving possible profits at a low. Consumer will have less disposable income...
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...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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...CHAPTER I COMPANY DESCRIPTION 1.1 INTRODUCTION A fashion is a popular trend especially in style of dresses, ornaments and personality. Fashion is always changing, slightly elusive, and extremely seductive. It has the power to transform an image and make a social statement. Fashion statements can be made with clothes, accessories, shoes, hair, makeup, even your cell phone. It is important to know that fashion wear are very special part since it reflects our personality. One of the turning points in the evolution of early humans was the act of decorating the body. All known cultures embellish the body either with marks on the skin or clothing. Body adornment recognizes the individual as a person and communicates aspects of her/his personal and social identity. In the 21st century, fashion as body adornment is still a universal part of a person’s everyday experience. Yet, there is no agreed upon definition of fashion. Social scientists, philosophers and gender theorists present unique understandings of the complexities of the fashion system. Different people present unique understanding and complexity of the fashion system. Social class is just one element in the study of fashion in the 21st century, where gender, ethnicity, sexuality, and subculture affiliation play equally influential roles in the meaning production of dresses. Fashion is equally important to all those who are in the fashion industry profession as well as outside the industry. This research study...
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...MNE3701 - ASSIGNMENT 2 UNIQUE NO: 873203 Jasmin David (Student No. 35536500) Question 1: 1.1 ) Selecting a good Business Location. There are 5 key factors in determining a good business location; Customer Accessibility is important in determining the location of the business. The business (retail outlet/service firms) needs to be situated where there is easy access. In companies where the cost of shipping or transporting of the finished good is high, consideration should be given to produce or manufacture goods closer to the consuming market due to the excessive transportation costs. Business Environmental conditions. There are several conditions to take into consideration, such as competition, crime, legal requirements, weather or climate which may create a need for other products or product testing conditions. Eg. Air conditioners, heated pools, specific security measures, etc. Resource Availability. For any operation to be efficient and sucessful there must be adequate resources available. Resources such as raw materials are not always available in all areas, therefore a business that deals with manufacturing these raw materials should be located close by. Also labour supply and availability and access to transport should be considered. Entrepreneur’s personal preferences. It is normally the entrepreneur’s personal preference and convenience that influences the decision making when locating a business. Entrepreneurs may choose a local site or location with which they are...
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...Which Subcultures influence to modern fashion 1 Contents. Abstract………………………………………………………………………………………………3 Introduction……………………………………………………………………………………......4 Chapter 1. Cholo subculture………………………………………………………………...4 Chapter 2. Psychedelia of hippies……………………………………………....5 Chapter 3. Bloomers. Sport style………………………………………………..7 Conclusion…………………………………………………………………………………………..10 List of references…………………………………………………………………………………10 List of figures………………………………………………………………………………………11 2 Abstract Fashion is dynamic - it constantly changes. Moreover, some people choose the behavior or lifestyle influenced by fashion trends. Each subculture strive to create their own, such as to disassociate itself from the conventional, to preserve its originality and identity. However, some subcultures have other, and creating their own distinctive culture, they develop and enrich human culture in general. This article examines the relationship between few subcultures and the currently fashion through an analysis of Cholo subculture, psychedelia of hippie and sport style. Since the time of 20s century designers drew inspiration from street fashion and various subcultures that have their own unique style. 3 Introduction According to the 'Oxford English Dictionary online' defines a...
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