...Celebrity Endorsement in the fashion industry (march 2010) Table of Contents List of tables Acknowledgements Authors Declaration Abstract Introduction Chapter 1: Literature Review Chapter 2: Methodology & Objectives Chapter 3: Data Analysis/Findings Chapter 4: Conclusions Recommendations Appendice 1: The model of Celebrity Endorsement Appendice 2: The meaning transfer of McCracken Appendice 3: Questionnaire Appendice 4: Coding Questionnaire Bibliography List of Table/figure Table 1: 4 types of celebrity Appeals Figure1: Do you think that celebrities in fashion advertising help you to remember the brand and to be interesting in? Figure 2: I think the print advertisement is attractive Figure 3: I believe Kate Moss is an expert on the product Figure 4: Do you intend to know more about the product? (about the print advertisement) Figure 5: Do you want to purchase the fashion product/brand after watching the celebrity endorsed advertisement? Figure 6: Will you purchase the product because of the endorsing celebrity? Acknowledgements First of all, I would like to express my immense gratitude to my supervisor …… for her help during this project and to show me the way to do it. I would also like to thank my teacher …. without whom I would not have been able to lead this project. Finally I am also thankful to my family, friends and mates who have rendered their whole hearted support at all times for the successful completion of this project. Authors Declaration I, ......., declare...
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...The Fashion Channel Case Write Up Summary Beginning in the year 2006, the fashion channel has suffered from fierce competition from other channels, which are non-dedicated fashion networks. Both the viewership and the revenue increase were dropped down sharply. Actions need to be taken immediately to drive the company back on track. There were at least two impediments lying ahead, like the TFC did not know well in viewer’s interest, awareness, perceived value, it may cause the loss of the viewers, and there was no program that would distinguish the TFC from other competitors – show time & show content. By increasing the TFC’s advertising and rating, we will maintain the current avid viewers and focusing on Fashionistas and Planners & Shoppers, ages ranged from 18-34, female. Getting close to the Focus group by knowing viewers well, to increase their satisfaction, together with developing a Trump Show, Tailor-made programs, and inviting Opinion leaders to increase the rating and attracting more advertisers to make revenue. Goal The Fashion channel was founded in the year 1996, who was a successful cable TV network and the only network dedicated solely to fashion by up-to-date and entertaining features and information broadcast 24 hours per day, 7 days per week. It had experienced constant revenue and profit growth above the industry average almost since the beginning. The channel was also one of the most widely available niche networks, which gave the channel...
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...washing powder was once a novelty, it has now become the norm.” This quote is by Hilary Alexander the fashion director for the Telegraph (published in 2008 November on the Telegraph website under the title “Supermarket fashion sweeps aisles”.) Almost 20 years later (2 years since this article was published) it has come to a stage where not just a pair of jeans but high street fashion could potentially be available in supermarkets. With today’s economy in the state it is, the spending power of consumers has declined. The fashion industry is one that is very sensitive to price. Not being a necessary commodity consumers will spend on high street fashion mostly with any excesses in their budget. Therefore predicting where consumers would migrate during these times is vital. High street fashion is almost always sold in retail outlets that are dedicated to goods of a similar nature. With high overheads and the generally high markup of high street fashion this adds further to the price goods are sold. Garments available in supermarkets are not susceptible to these kinds of issues. Larger warehouses and buildings with ample parking and space could easily accommodate more goods and make better use of their economies of scale. Therefore high street standard fashion can be sold at cheaper prices in supermarkets. Research was done to establish the consumers responsiveness to high street fashion garments being available at supermarkets. By grouping the population into different segments the...
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...Fashion TV Case Strength The Fashion Channel was the first and only cable TV network that presented fashion around the clock. This goes well with the concept of fashion because fashion seemingly changes every hour. No matter what the schedule, the loyal fashion experts are in your living room any time and any day. No need to wait for a certain time, no need to record or TiVo because you’re at work or have other plans. They are at your side. Another strength which can result in a rather large audience is that it’s on basic cable network. Viewers and TV owners don’t need to pay a large amount to pay for additional channels which might include The Fashion Channel. Weakness On the flip side constant fashion talk in the living room is that it’s constant. It can get old real quick. I love golf, I love food, I love running but I can only do so much of it before it becomes dull and boring to me. I haven’t discovered any emotional connection with The Fashion Channel and I don’t see how many viewers have or will have found that connection with them. Viewers probably just use them for the concurrent updates and upcoming trends. Opportunity The Fashion Channel has a great opportunity here to explore new dimensions in the network of fashion industry. What this company has forgotten is the concept of fashion – constantly changing. If the viewers and audience enjoy watching The Fashion Channel then they will enjoy new things, trendy things, approachable and stylish...
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...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 are suggested...
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...October 21, 2013 Informational Interview Assignment For this Informational Interview Assignment I interviewed my father and his close friend/ business partner. They are both work in a business of a clothing line called Blow Genes. It's a unisex clothing line for all adults and children. It includes graphic design of the pit bulls from their dog kennel. I chose to interview the two of them because I have a strong interest in fashion and hope to maybe do fashion merchandising one day. I interviewed Joey & Dave. They are both business partners for Blow Genes. Which is based out of Los Angeles, California but they also work locally in Spotsylvania, Virginia where the interview took place. Interview: Q: What do you do in a typical day? A: Handle all sales, marketing and promotions for the east coast. And I assist with clothing designs Q: What are advantages & disadvantages to this career? A: Advantages: I travel a lot and I meet a lot of people. I form new relationships and connections Disadvantages: I’m not an owner I am just a partner. So I get handed all of the bad jobs and poor travel spots. Q: What are the employee benefits? A: Free clothes, free VIP sections, free drinks at clubs and extra pocket money Q: What type of people work in this field? A: Self-employed artists, people in the entertainment industry, from actors to models to recording artists. Q: What's the typical beginning salary level? A: There is no salary we have no employees...
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...Retail Marketing Prof. Alen Greenberg Differential Advantage Diesel. Located at 1 Union Square West Express. Manhattan Mall. 901 Avenue of the Americas Introduction Differential advantage can be defined as Unique benefits or characteristics of a firm, product, or program that set it apart and above its competitors in the customers' viewpoint. (www.businessdictionary.com). In this paper I will state the reason why two stores have a differential advantage over their competition. The stores are Diesel located in Union Square Manhattan and the other one is Express located at 34 street inside the Manhattan Mall. The reason I chose this stores is because I have been shopping at both stores for over 4 years and I really like their styles and I was intrigue about what’s their strategy 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...
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...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. At the end of 2001, it was operating in 507...
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...Marketing Communications (SEC. 101) BENETTON UNHATE CAMPAIGN BENETTON UNHATE CAMPAIGN Benetton is supporting the “Unhate” foundation that contributes to the creation of a new culture of tolerance. While I am fully in support of this cause as our world definitely needs more tolerance in today’s era of hate and rivalry against each other. But still I find the ads offensive. The concept of unhate do not involve world leaders kissing each other on the lips. Maybe a kiss on the cheek would have been served the purpose more effectively than on the lips. Moreover I don’t think that the concept of unhate can happen while criticizing the beliefs of two of the world’s biggest belief systems by having the Pope kiss the Sheikh of Al-Azhar. Or maybe they want to show that tolerance starts with respecting the other person with different belief. I see the controversy in the idea. Moreover Benetton is a good quality clothing company of fashion industry. So I think this ad has been used by the company as a tool for fashion statement as company’s brand image and the cause they are supporting are not alligned to each other or compatible to each other. It's easy- it's marketing. They knew this would get people talking so they took advantage of the situation. It's not like their primary goal was to spread love and peace...well, I'll give them the benefit of the doubt. All the pictures displayed were fake and not real where world leaders were shown...
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...One often hears of the design aspect of fashion, but many neglect the fact that there is a fashion-merchandising field that has many exciting career paths as well. What is Fashion Merchandising? Fashion merchandising is where fashion and business meet. Fashion merchandising involves marketing fashions to various retail stores, boutiques and wholesalers. The mission of a fashion merchandiser includes connecting different fashions to consumers and anticipating what your clients will be interested in. Fashion merchandising doesn't center on fashion alone; it entails a keen business sense and knowledge of assorted marketing strategies and techniques. Fashion merchandising is an interesting career option for those of you who are interested not only in fashion design, but also the business activities involved in this field. For me fashion is way more then just clothing you wear, I see fashion in all parts of life. Fashion is a way to express who you are and how you are feeling. I want to be apart of helping people express themselves and tell their story. I always had an interest in how fashion trends come about. How they come and go and how everything in the word has an impact on it. I find it fascinating how everything from the sky to history such as World War 2 impacts the fashion industry. I love doing research on things such as how new trends come about and how old trends come back into style. Fashion merchandising is brad industry that requires a strong style and tends in...
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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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...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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...and provide several hundred thousand user visits monthly, the first "DWC-Web" would concentrate on designer fashions. Marketing Objectives To get information and develop concepts regarding a Fashion Web regarding preferred content, possible advertising hurdles, legalities and insight into control over the fashion web, which may depend greatly on high-income contributors in urban centers for content. Users with the proper attitude and objective to buy a number of designer clothes are required, to meet the exclusive demands of a small company. To create DWC an effective operation, management - the company’s leaders - have concentrated on areas which are important to meeting the company goals. They are operations including although not restricted to: output, advertising, efficiency, quality problems, sales, transportation functions, worker satisfaction and most importantly security. Methodology To address the advertising goals, one internal brainstorming session will be held among DWC workers. Group people will first study the DWC-Web like a buyer and then study the DWC Web from a company perspective. Group people will be first exposed to 4 substitute fashion sites for background and frame of reference. The sites observed were: - Styledash.com - Fashionista.com - Luxist.com - Dlisted.com None of the sites matched what the members perceived as being a fashion site; but, the areas which are received well from...
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...which the sun never sets, the nation itself was too busy in replicating and imitating culture and arts of France. Even the young nation, United States had the victory of seizing hegemony right after World War 2, which hurt the Great Britain’s pride. Not only the nation itself but also the people of Great Britain desperately wanted something “British-like,” something of their own. Furthermore, the social issues for wanting individualism, having a will to express their own selves, and second wave of feminism, more liberated life styles for women, erupted across the Western countries. New definitions of youth and femininity were epitomized through fashion typically created by Mary Quant, a British fashion designer. She had not only helped translating a generation of women, but also helped the failing British fashion industry into a thriving commercialism. Mary Quant was born in London, 1934. She studied illustration at Goldsmith College of Art and met her future husband, Alexander Plunket Greene and a former solicitor, Archie Mcnair. When she failed to become an art teacher, she teamed up with her husband and Mcnair to open up a boutique called Bazaar in Kings Road, London. In the beginning, she planned to buy clothes from the private wholesalers and sell it as retail items at her boutique, but with the limited designs, which only provided styles that weren’t acceptable to women at young ages, and unfavorable prices offered by those wholesalers, she started...
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...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 when people buy clothes. Designer is the heart of a clothes company which means his/her products present the trademark style of the companies. Currently, more people want to choose and try a different style. For example, some teenagers or singers, actors like to wear punk style clothes so Vivian Westwood, Mastermind Japan and MC Queen are some of choices because those brands' design style is...
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