...Buying behavior with evolution of ecommerce in Fashion Industry Introduction At about 150 million Internet consumers, India now has the third biggest Internet population in the world, next to China (at 575M) and the US (at 275M). According to the Internet and Mobile Association of India (IAMAI), the total of Social Media users in Urban India reached 66 Million by June 2013 and is expected to cross 80 million users by mid-2014. This clearly demonstrates that India is growing fast and public is becoming habitual of using the Internet as the development of human society, the development in Interaction processes and Digital Convergence open up groundbreaking opportunities and challenges for Marketing. Subsequently, the Internet has moved fast...
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...Marketing Communication Memo University of Phoenix Psy/322 Marketing Communication Memo Date: To: Management Team From: Subject: The importance of psychographic and demographic information in developing marketing communications. At Indigo: Fashion for Women we are an organization created, molded, and sculpted to provide top of the line current fashion for everyday women. In order to do that we need to identify our target customers, “By identifying and knowing our customers, you can assess their needs” (Foundation, 2015, p. 1). Identifying our customers has allowed us to become a solid brand in the clothing industry, but further identification is necessary be an elite competitor. Initially we identified our customers as women who wanted to love the way they looked, but we could not make that our one single identifier. We also came to the conclusion that religious beliefs and income were a factor into our initial customer base. We must now look further into what our target customer is through other identifiable areas. The two that stand out are buying motives and beliefs. Identifying the salaries of our target customer gives Indigo the ability to determine acceptable prices to our customers and our company to maximize profitability and customer loyalty. There are prices that woman are willing to pay for a product in particular, and there are prices women will pay that is directly related to their income. It is detrimental to consider the income of the women of our target...
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...Question: In the Eyes of the Consumer, Brand is Far More Important than Price. Discuss this Statement in the Context of a Country of your Choice. Tutor Name: Katie Mulcahy Recently, the topic of brand and price which are important has become an intense debate. In some people's point of view, brand is far more important than price. Following this further, brand is a name or symbol of one company's product and it is connected with advertising, price and quality. Also, it will be the necessary one of the factors to consider when some people buy clothes. The famous advertising copywriter and ad agency founder Ogilvy, (2007) definition of a brand "The intangible sum of a product's attributes: its name, packaging, and price, its history, reputation and the way it's advertised". Which means the price is a part of the brand, exist a very close relationship between price and brand. The purpose of the essay is to discuss whether or not brand is more important than price when people buy clothes in China. To achieve this purpose, I will choose China to analyze customer shopping behavior, psychology through provide examples to support brand is more important in the first part, in the second part I will give views to analyses price also a necessary role and conclude in the end. However, this essay focuses on business and marketing so I cannot write more about psychology. With brands development, design style and visibility are more important than price especially...
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...looks; the combination of features that makes it different from other garment. Fashion- is a style that is accepted and used by the majority of a group at any given time. Design- is a particular style that may be expressed in a great many designs. All different yet related because they are in the same style. B) Classic- a style that remains genera fashion acceptance for an extend period of time. Fad- a short lived fashion, generally concerned with some detail of design, mostly affecting only a narrow group within the total population. 5. 5 stages: 1) introduction, 2) rise, 3) culmination, 4) decline, 5) obsolesces. 6. Consumer use of a fashion product follows a cycle similar to the buying cycle; however, the use cycle begins after the buying cycle and endures beyond the buying cycle’s decline and obsolescence stage. 7. Fashion changes are outgrowths of changes in consumer needs and require the support of the majority. Consumers dictate what styles will become fashions by accepting some style and rejecting others. 8. 1) Consumers establish fashions by accepting or rejecting the styles offered. 2) Fashions are not based on price. Just because something is expensive does not mean it will be successful. 3) Fashions are evolutionary in nature; they are rarely revolutionary. 4) No amount of sales promotion can change the direction in which fashions are moving. 5) All fashion end in excess....
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...Not only were literature and film affected by the sexual movement, fashion was also. Just two years after Helen Gurley Brown asked women to bare everything they had in the name of sexual liberation, a fashion designer named Rudi Gernreich asked them to bare even more with the introduction of the “monokini”. His controversial design was a standard one-piece bathing suit on the bottom with two delicate straps rising between the breasts. The suit was his personal contribution to the cause of physical sexual freedom. Only a few thousand sold but it was enough to cause a stir in America. Newspapers were crazy for hits like the “topless swimsuit”. So much so that San Francisco Chronicle debuted a picture of a woman in the bathing suit on the front...
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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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...1. Introduction 1.1 Indian Textile Industry India is a traditional textile-producing country with textiles in general, and cotton in particular, being major industries for the country. India is among the world’s top producers of yarns and fabrics, and the export quality of its products is ever increasing. Textile Industry is one of the largest and oldest industries in India. Textile Industry in India is a self-reliant and independent industry and has great diversification and versatility. The textile industry can be broadly classified into two categories, the organized mill sector and the unorganized decentralized sector. The organized sector of the textile industry represents the mills. It could be a spinning mill or a composite mill. Composite mill is one where the spinning, weaving and processing facilities are carried out under one roof. The decentralized sector is engaged mainly in the weaving activity, which makes it heavily dependent on the organized sector for their yarn requirements. This decentralized sector is comprised of the three major segments viz., powerloom, handloom and hosiery. In addition to the above, there are readymade garments, khadi as well as carpet manufacturing units in the decentralized sector. The Indian Textile Industry has an overwhelming presence in the economic life of the country. It is the second largest textile industry in the world after China. Apart from providing one of the basic necessities of life i.e. cloth, the textile industry...
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...on how they have an edge over their competitors. I know what’s their traffic on their store, and didn’t have to went to those stores for get the information needed to do this paper, I only went once to speak with the managers and the rest I was able to do it based on some research and the knowledge and experience I have from being a customer for both stores. I hope this research paper will met all your expectations and you learn something new about these retail stores. [pic] History Diesel was founded by Renzo Rosso in 1978. He wanted it to be a leader, a new type of company that will focus on style and fashion. So he carved out a niche for itself in its field. He started surrounding with creative, talented people, innovators that matched his new ideas, by rejecting the slavish trend following typical of the fashion industry. He wanted to create the most dynamic and imaginative product available anywhere: he gave his openminded design team broad stylistic freedom,...
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...Illuminati/Noir Case 1. Should Noir and Illuminati II indeed be separate? Why or why not? Noir and Illuminati II have been created contemporaneously to complement each other in the market of socially responsible affordable luxury clothes. The overall goal of Noir and Illuminati II is to make CSR more appealing within the fashion industry and they hope to achieve this by providing fashionable and desirable clothing and fabrics. While Noir is the designer and producer of luxury clothing for women, Illuminati II has been founded to be the supplier of high quality Organic and Fair Trade cotton, both for Noir and for other luxury brands. In 2007, Peter Ingwersen, the founder of these two brands, has many concerns on how to make his project grow further. One of these issues is whether it would be better to separate the two brands or to keep them linked together. On the one hand, Illuminati II and Noir share the same objective of introducing the CSR concept in the luxury fashion industry. This focus on social responsibility is the main point of strength of both brands, as it makes them unique. Keeping Illuminati II and Noir together could be advantageous as they can cooperate more strongly in order to reinforce the CSR image in the final product. The two brands could also assist each other in distribution and marketing of the products. Indeed, it is fundamental to take into account the financial resources of the companies, as it is probable that a division of Noir and Illuminati...
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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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...Nuova Accademia di Belli Arti Milano BERSHKA IN BRAZIL José Contreras Julia Avancini Maria José Gonzales Marina Gallati Fashion Marketing Communication Milano/2012 THE BRAND Bershka is one of the brands from the Inditex Group (which the sales represents 10% of the company), focus in the young public which like street style, music and art. The brand was created in April 1998 with a new conception of fast fashion and store, selling clothes just for women. In 2002 the company started to produce men collection too. The brand can be a reference point for fashion targeting because in just 2 years has consolidated its brand image with 100 shops. Nowadays the brand has 785 stores in 54 countries, and shopping at Bershka offeres the newest and hippest 21st century trends to their clients. MISSION The reason why Bershka exist is to offer to their consumers the best trends of the fast fashion world with an urban style, bringing new products to the stores in a short time. Therefore, the brand wakes the desire of buy in their clients, because is updating frequently and offering new products with different design all week. ENVIRONMENT Brazil is a country that is growing in a lot of aspects, especially economic facts. With a World Cup in 2014 and the Oplympics in 2016, all world are paying attention and thinking in ways to invest there. Not only have that, but the media (movie and television) focused attention in the country in the last years too. For...
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...Fashion is something we deal with everyday. Even people, who say they don’t care what they wear, choose clothes every morning that say a lot about them and how they feel that day. What influences our choice of clothes is an interesting question. I believe that most of the people do not follow the fashion displayed on the catwalk. That kind of clothes is the product of famous high-class designers’ work, it is more often very extravagant and extremely expensive. It is also not designed to be worn every day, but it is suitable some special occasions. However, we definitely get fashion ideas from music clips, videos, books and television. Movies also have a big impact on what people wear. For example it is known that more sunglasses were sold in America after the movie Man In Black. Sometimes a trend is world-wide. Back in the 50-s teenagers everywhere dressed like Elvis Presley. Musicians and other cultural icons as well as political and royal figures have always influenced what we are wearing. Newspapers and magazines reported on what Hillary Clinton was wearing when she was the 1st lady. The death of Princess Diana was a severe blow to the high fashion world, where her clothes were daily news. Depending on their attitude towards clothes and fashion, people can be divided in three groups: fashion slaves, spending all their money on the latest clothes even if they don’t look good in them; fashion fans, who enjoy wearing modern clothes but not obsessed by them and people...
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...H&M Case Study H&M is a Swedish retailer in fashion apparel industry and was founded in 1947 by Erling Persson. The fashion apparel industry is often regarded to be one of the most difficult branches to operate in, due to short product cycles, volatile demand and fierce competition in an increasingly globalized world. Mass-market pioneer in fast-fashion business Structure: 1) Name model 2) Mention why and/or when to use 3) Analyses PESTEC * Political factors that affect businesses include new legislation such as the national minimum wage and setting tax rates such as VAT or Corporation Tax. * Economic factors that affect firms are inflation and unemployment, interest rates and exchange rates (if importing or exporting goods abroad). * Social factors that can affect businesses include fashions, tastes and trends, and also demographic factors such as the ageing population of the UK. This has seen the rise of what is called the 'grey pound' – an increased number of wealthier older people with a disposable income. * Technological factors consist of the rapid automation of factory and industrialised work, or the worldwide increase of retailing online, e-commerce. * Environmental factors that affect firms are mainly concerned with being sustainable and being ethical. Examples of these issues are the recycling of used products, whether products are bio-degradable and the disposal of industrial waste. * Competitive factors is concerned...
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...tInditex ensures that its fashion is fast through its supply chain efforts. They have created new methods to enable store managers to order and display merchandise faster and added cargo routes for shipping goods. The company ships clothing straight from the factory to stores and makes two-thirds of its goods in Spain and nearby countries, compared to most competitors who manufacture most of their clothing in Asia. Inditex has their sales managers monitoring computers, which are reporting sales at every store around the world. When a garment does well or fails, they are able to quickly tell designers if they need to come up with new ideas. They also have generated in house store fronts where they develop new marketing promotions every two weeks and can send pictures and decoration plans to their stores to replicate. Also, they have provided hand-help computers for sales clerks that inform them how garments rank by sales. This enables them to re-order best selling items in less than an hour. Inditex combined various brands into larger volumes of shipments so that they can have air shipments into their stores twice a week. 2. What are the important attributes of a “fast fashion” retailer to customers? To store managers? The important “fast fashion” attributes to the customer is that the retailer is providing the latest fashion to them as soon as it comes out. They want to make sure that they are getting the latest trends first and that they are not buying out dated clothing. It is...
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...List for: FASHION MARKETING, CONSUMER BEHAVIOR, FASHION VISUALS and other Fashion Courses. Material found in MasterFile Database (some fulltext), the Fashion Library and other OhioLink Libraries. ARTICLES Record: 1 Title: Wealth: Not At All What It Used To Be. Authors: Gellers, Stan Source: DNR: Daily News Record; 11/1/2004, Vol. 34 Issue 44, p14, 1/3p Document Type: Article Subject Terms: CLOTHING trade CONSUMER behavior CONSUMERS CONSUMERS' preferences LEISURE Abstract: Reports that Visa Signature Cards created the moniker New Affluent, a representation of the growing consumers for clothing trade. Characteristics of New Affluent customers; Financial status of New Affluent customers; Fascination of New Affluent customers with leisure and related activities. Full Text Word Count: 465 Accession Number: 15071351 Database: MasterFILE Premier Record: 2 Title: Having it all. Authors: Brooks, Amanda Source: Vogue; Nov2004, Vol. 194 Issue 11, p378, 4p Document Type: Article Subject Terms: CLOTHING trade CONSUMER behavior FASHION SHOPPING BROOKS, Amanda Abstract: Discusses the shopping behavior of Amanda Brooks, the creative director of Tuleh and Manhattan fashion muse on fashion items. Favorite inexpensive fashion stores; Preferred...
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