Fashion marketing Processes

personal manner merchandising ProcessesINTRODUCTIONFashion merchandise is something innovative and upcoming on the horizon , especially in India with the rise in Indian middle class. globalization and the shape of economy, its positive impacts argon in addition evident in retail , fabric and clothing industry and therefore trend. Some are already here and others are headed this way . Global modality scores like Tommy , Chanel , LV set approximately(predicate) found Indian shores and scratch to create their luxury niche markets. These dramatically ever-changing market conditions meet bolstered the demand for highly competent way of deportment trade professionals who back tooth top up key positions in hammer marketing, Brand management and connect areas.FASHION MARKETERSAn extremely interesting and creative field to work in , there are many upcoming courses to tap on the drift of form marketing. Aspirants of such(prenominal) course should be creative as head as knowledgable of the environment and the industry on the whole. It has been a major parentage of argument that sort marketing is different from other goods marketing nevertheless because of the nature of such an industry. Another very unique feature in fashion marketing is that with no trade barriers , globalization , considerable variations in culture, ethics, social perspective , it is not uniform even at the bailiwick level, let al one the international arena. Hence its biggest challenge.Delhi primaryd Pearl honorary society of fashion and WLC acquire already started post graduate programs on fashion marketing . Seeing the rise in demand of Indian fashion industry , its value chain has too increased in a phenomenal growth percentage Fashion marketing is all about how the clothes should reach the market when they have been degestural and created. That is where the fashion marketing team takes charge. It seamlessly integrates advertising , design and business admin and a knowledge base about the fashion industry to be boffo.For example who would be elicit in a silk blouse ? A 15 year old missy or a 30 year working woman.these traffickers have a good sense of popular culture and what willing become swish and in for the future. They should not only what will be successful but also which consumer group will be more kindle. The fashion marketing processA major part of the fashion marketing is keister the scenes in the sense that they keep hinderances on the latest fashion trends and consumer acquire habits , put together campaigns that target those specific consumers keeping in head teacher the broader world of fashion . They are savvy idea team , the connectors among the designers and the public.Fashion weeks , top notch fashion magazines like Vogue , elan vital etc , fashion calenders, trends , blogs are where fashion is seen lift out. Fashion marketers need to be updated on all the fronts to exist in this dynamic, cut -throat, bling in dustry.FASHION MARKET AND INDIAThe fashion market has been categorized and structured as belowHaute couture are the storied international fashion shacks of the world. inventer wear is sh feature as prt-a-porter. plurality markets are the market area where nigh people demoralize their clothes. The surface and value chain of fashion market is shown belowAs we are witnessing the Indian consumer is evolving and the fashion companies in India are reacting to this evolution through eternal options. The fashion market has been growing leaps and bounds due to the young creation , increase and rise in the middle class , increase in consumption and retail . This push and pull mechanism has made some(prenominal) businesses react to this with the retail business having the largest share of modern organised retail in India ie 20 % of the current market of Rs 56000 crore. Bilateral Co-operation in this sector shows great synergies. An IndoItalia Task Force on Fashion Design and life Sty le products has been created following an agreement between the Indian Ministry of medico and Italian Ministry of International Trade. On the Indian side members include FICCI confederacy of Indian Chambers of Commerce Industry , NID National Institure of Design turn on the Italian side there is Confindustria, Altagamma, Universita Bocconi, ICE.A few facts Georgio Armani has signed up with DLF , joint venture with the most reknowned real estate stiff . Armani will get Rs 10 mn into this retail venture. It will be dependented up in New Delhi. Reliance Brands has entered into 4951 joint venture with Sixty Group . Its an Italian fashion house retailing its brands in India. Raymond had also tied up GAS to run its retail venture to India. Consumer spending in India has increased over the farthermost few years nearly touching the global benchmark of 5 % of total income In the past 3 years , Investments in the textile sector has increased from $ 3 Bn to $ 8 bn. Europe is Indias b iggest export market. require in rural India for ready made garments will increase at 16.6% annually to touch US$ 10.41 Bn by this year. Versace is going to tie up with Reliance Brands The fashion Industry is expected to rise at 23 percent by 2013FASHION MARKETING ROLESA fashion marketer has to don various caps to do suitable justice to his profile, which includes Apparel launching Brand loyalty Consumer decisions and shopping behaviour Manufacturing systems Market positioning merchandise Perceptions in the marketplace Piracy issues Pricing structures Product image pure tone and performance measurement The importance of socio-economic factorsRole of technology in Fashion marketing Marketing fashion is about visual communication at the basic level.Media designers and fashion marketers are using the internet as absolute medium to reach out to the massesThe Fashion CycleStyles will be introduced, taken up by the fashion-forward, and then acknowledged and accept by the general po pulation. It will phase out once it is popularized.and by then designers will be busy with the new look.And this is where the Internet comes in. What is pinched by a celebrity to twenty-four hour period can literally be seen by thousands the same day, increasing demand and ultimately shortening the life cycle of a fad. Retail TechnologyThere are specialized and personalised softwares for assisting buyers, merchandisers , managers to not only track gross revenue but buy raw materials more efficiently . And the internet has made it easier for fashion coordinators , fashion directors , graphic designers , advertising , stylists and so on to keep a tab on the fashion world on a fleck to minute basis . Store managers , consumer consultants etc can determine and forecast sales for the constitutional chain or region by pulling up update data from the internet.Creative OpportunityGraphic designers , advertisers, photographers have oftentimes much more opportunities to design , sketch , write about trends because of the internet . They can write about who is wearing where on which red carpet , about the various fashion weeks going on around the world and open the doors to international fashion.Social MediaSocial ne cardinalrking groups and fashion blogs are putting the motion from all across the globe . Justjared is one such hugely successful blog reporting what celebrities wear and what is in trend all across.They have been phenomenal to say the least.These local trend setters are having a jamboree time with the publicity and interest they are generating in the world of fashion. trainingStudents of fashion marketing , fashion PR , fashion merchandising are being trained and made accustomed to study and utilise marketing trends on the internet . sumptuosity market and Fashion MarketingLuxury brands are always about making their customers feel they own something one in million. And fashion marketers have acknowledged that the luxury wave is smash Indian shores wi th a number of luxury brands entering the market such as Zara , Liz Clairborne , Burberry etc.The Luxury Marketing Council Worldwide has established a chapter in India, with the aim of promoting luxury in India. Their task will also be to build synergy between various luxury brands interested in India by way of sharing of consumer insights as well as best practices. Hindustan Times has been extremely active and is pioneering the luxury revolution in India by organizing two Indian Luxury Conferences in the last 4 years.And it also supplies monthly magazine of luxury goods available in India, creating sentience and enthusiasm. The luxury market is relatively smaller with respect to the number of companies, but goes much beyond its weight both in terms of sales and more specifically, influence. Luxury market leads the world of promotion , PR and marketing per se they have the best packaging best merchandising , best promotions and the best of prices .Some insights There were 135,000 millionaires (in US dollar terms) in India in 2009. The affluent market is growing at a rate of 13% in IndiaThe wealth potential of Indias affluents and their preferences have been found to match the westboundThe role of fashion marketing is even more important in the field with new developments , theories and knowledge to be shared either day and the trends changing every season.The focus of luxury brands in India is about how concisely they will settle themselves here and how will they cater to our Indian consultation . In luxury business no one can brook to treat their customers as loose segment. A number of Western brands have already started on focussing on the very demanding Indian consumer broad them fashions like ethnic chic etc to top them a taste of their own sensibilities and capturing their interests. A word of caution that goes for luxury marketers, irrespective of their brands and geographical movement The luxury consumer is always looking for newer ways to sa tisfy his continuously changing needs. Hence, the need to keep a close tab through insightful research is of prime importance. ConclusionFashion marketing has the best of both worlds fashion and marketing. The fashion marketer must know about brand equity, marketing techniques and consumer buying habits. As far as India is concerned, given the apace accelerating affluence of the masses, the scenario is set to witness a boom . Universities have started to give out courses in this specialization sensing a need from the market.All fashion houses , luxury brands , retail chains have sensed the need for the two to be combined and present the crucial role of a fashion marketer. A very lucrative and creative field , it has gained huge popularity and is the most upcoming thing in the marketing world. The ones who will be locomote the wave will be the ones whove kept their ears open to each and every word of their each and every customer.