by: Alyssa del Rosario
Fashion
marketing is important because it is one of the most important aspects of the
fashion industry. Fashion is not all about the clothes or brand because
there is so much more behind it. In reference to the article, “The Basics
of Fashion Marketing,” stated “It brings the creations of fashion designers
around the world to wholesale buyers and consumers.” The author of the
previous quote was not mentioned. The fashion industry is very diverse
and full inspiration for the next clothing line is everywhere. This
causes pressure on designers to accomplish the branding and clothing line that
would be suitable for everyone.
Marketing ties into fashion because stores identify
and improve the demand for fashion products and clothing. People who work
in the retail and fashion industry get a glimpse to analyze strategies that
fits to enable that their products goes directly though the consumers.
Doing so allows retail stores, companies, and designers get to know what
customers want. Customers have the “power” to choose which stays or which
goes. In reality, stores or fashion designers have the power to discontinue
their clothing options to make room for a new collection or brand. The
context behind the market in fashion articulates that the rise of selling
fashion clothing and accessories in popular chain stores exemplifies that their
main value is a fast response for customers. Fashion in the market paves
the way for new inspirations, ideas for the customers and the designers.
The market may end up being successful or in a flop. Based on the
multiple authors’ arguments whom I read for in preparation is this post, I
agree with everything they have mentioned on their articles.
When
it comes to fashion, clothing trends are available for a limited number of
times. Companies and retail stores that do not market the brand correctly or is
slow will suffer the loss of customers and money. Majority of the time,
an opportunity in sales drop and the demand for that product fades away as the
customers move on to the next product. Based on my personal experiences,
I feel like women’s’ sweatpants that are sold in Hollister and in Abercrombie
and Fitch are slow to sell out based on their marketing strategy. I used
to buy five pairs of sweatpants from those retail stores because of how
comfortable they are but I later realized that they were never discounted on due
to the unpopularity of that particular clothing choice. The most sold out
items between those stores would be jeans. I realized this for a few
times whenever I go shopping in different premium outlets. To put this in other
words, customers are leaning towards the popular and widely used clothing
trends because others that had the same thing influenced them. Customers
display a sense of trust they have on the brand, in order for the store to keep
selling products. Oftentimes, this may result markdowns and closure of
businesses. For example, Macy’s, which is located in Stonestown Mall is
closing and going out of business. Their most effective method to sell
everything is to markdown all their products that are directly from high-end
brands. Although the closure did not result in bad marketing, it resulted
in loss of sales, as stated in the San Francisco Chronicle newspaper article, “Macy's and Sears to Shutter More Bay Area
Stores" which was written by
Trisha Thadani and Sophie Haigney. The fashion cycle in markets are
constantly changing due to the clothing’s/products popularity in stores.
In reference to the article, “Creating Agile Supply Chains in the Fashion
Industry, Martin and other authors states “It may be influenced by the vagaries
of weather, films, or even by pop stars.” The outcome of this problem is
shined on influencers on those that wants to buy the product, which makes the
demand for a brand of clothing is high and “well known” because other people
are wearing it. Consumers are thought that they have to buy it because
they want it, but sometimes they do not need it. The cause of this leads
to low predictability of available clothing and trends on the market.
Because of the products unpredictability of interest, this makes it
harder for the stores to estimate the correct amount that needs to be ordered
and shipped. The amount of clothing may be over-stocked or under stocked.
It is a time-consuming job, which can lead to unsatisfied, grumpy
customers on not getting what they want.
When
it comes to fashion, clothing trends are available for a limited number of
times. Companies and retail stores that do not market the brand correctly or is
slow will suffer the loss of customers and money. Majority of the time,
an opportunity in sales drop and the demand for that product fades away as the
customers move on to the next product. Based on my personal experiences,
I feel like women’s’ sweatpants that are sold in Hollister and in Abercrombie
and Fitch are slow to sell out based on their marketing strategy. I used
to buy five pairs of sweatpants from those retail stores because of how
comfortable they are but I later realized that they were never discounted on due
to the unpopularity of that particular clothing choice. The most sold out
items between those stores would be jeans. I realized this for a few
times whenever I go shopping in different premium outlets. To put this in other
words, customers are leaning towards the popular and widely used clothing
trends because others that had the same thing influenced them. Customers
display a sense of trust they have on the brand, in order for the store to keep
selling products. Oftentimes, this may result markdowns and closure of
businesses. For example, Macy’s, which is located in Stonestown Mall is
closing and going out of business. Their most effective method to sell
everything is to markdown all their products that are directly from high-end
brands. Although the closure did not result in bad marketing, it resulted
in loss of sales, as stated in the San Francisco Chronicle newspaper article, “Macy's and Sears to Shutter More Bay Area
Stores" which was written by
Trisha Thadani and Sophie Haigney. The fashion cycle in markets are
constantly changing due to the clothing’s/products popularity in stores.
In reference to the article, “Creating Agile Supply Chains in the Fashion
Industry, Martin and other authors states “It may be influenced by the vagaries
of weather, films, or even by pop stars.” The outcome of this problem is
shined on influencers on those that wants to buy the product, which makes the
demand for a brand of clothing is high and “well known” because other people
are wearing it. Consumers are thought that they have to buy it because
they want it, but sometimes they do not need it. The cause of this leads
to low predictability of available clothing and trends on the market.
Because of the products unpredictability of interest, this makes it
harder for the stores to estimate the correct amount that needs to be ordered
and shipped. The amount of clothing may be over-stocked or under stocked.
It is a time-consuming job, which can lead to unsatisfied, grumpy
customers on not getting what they want.
Works Cited:
“Fashion Knowledgebase.” Chic Engine Fashion
Search Engine,
Martin Christopher, Robert
Lowson, Helen
Peck, (2004) "Creating
agile supply chains in
The fashion
industry", International Journal of Retail & Distribution Management,
Vol. 32 Issue: 8, pp.367-376,
https://doi.org/10.1108/09590550410546188
Thadani, Trisha, and Sophie Haigney. “Macy's and Sears to Shutter
More Bay Area Stores.”
SFGate, San Francisco Chronicle, 4 Jan. 2018, https://www.sfgate.com/business/article/Macy-s-to-shutter-stores-in-Stonestown-and-12473493.php
The main purpose of the blog post is how the concept of marketing relates to fashion.
ReplyDeleteThe author use several articles to prove what she was saying. I feel she used them well because she proved her points.
If the author was to revise I would say to look at some words she talks in present but her word is in passed tense. Some sentences should be taken out or in parenthesis.
How has this article change how you think about fashion and marketing?
This article changed how I think about marketing and fashion because I did not realize how much effort this takes in order for clothes and trends to sell effectively for the enjoyment of customers.
DeleteThe main purpose of Alyssa's blog post was to talk about the impact that marketing has on the fashion industry. The author used their source all over there blog post, which was smart because she stated it correctly. I believe she used them effectively because it ties in the whole concept of the post. If she chose to revise it then I would mention some of your sentence structures need to either be shortened or placed somewhere else. I believe you did an amazing job, you got the point across and you followed the prompt.
ReplyDeleteQ: Has writing this blog post changed your views on the fashion industry or marketing?
Yes, writing this blog post changed my views on the fashion industry and in marketing.
Delete