fashion marketing
DESCRIPTION
TRANSCRIPT
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FASHION MARKETING &
BRANDING
PhDr. DENISA KASL KOLLMANNOVÁ, Ph.D.
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FASHION OR LIFESTYLE?
GEORG SIMMEL (1905, Philosophie der Mode)„Fashion is like a bridge and door: unites and divides“
„EXATITUDES“ – Ari Versluis and Ellie Uyttenbroek „The apparent contradiction between individuality and uniformity“
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HAUTE COUTURE
LUXURY BRANDSAFFORDABLE LUXURY
MASS-MARKET BRANDSFAST FASHION
PRIVATE LABELS, MASS PRODUCTION
TOP PRICE
PREMIUM PRICE
MID-PRICE
LOWEST-PRICE PRODUCT
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FAST FASHION
• MARKET MODEL - 1990s• CATEGORY MANAGEMENT • PRODUCTION CYCLE – SUPPLY CHAIN • QUICK RESPONCE METHOD• MARKETING• VISUAL MERCHANDISING – NO ADVERTISING • BRANDS: ZARA, H&M, TOPSHOP, GAP, AX,
COMME CA, C&A, BENETTON, NEXT, FOREVER 21, UNIQLO, NEXT, PRIMARK…
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SEGMENTATION
• Gender-Related Segments• Age-Related Segments• Geographic Segments – Cross-national/Global,
Climate • Behavior-Related Segments • Lifestyle Segments
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FASHION BRANDING
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BRAND LICENSING
„BRAND COMPANY SELLS THE RIGHT TO USE THEIR NAME TO ANOTHER COMPANDY WHO CAN DEVELOP AND MANUFACTURE SPECIFIED BRANDED MERCHANDISE“
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BRAND DIFFUSION Versace: Atelier Versace, Versace Couture, Versace Sports, Versace Home Collection, Versace Jeans Couture, Versace Collection and Versus. A hotel: Palazzo Versace
Missoni: Missoni, M Missoni, Missoni Home, Hotel Missoni
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DIFFERENTIATION
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USP – UNIQUE SELLING PROPOSITION
"Buy this product, and you will get this specific benefit."
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COUNTRY-OF-ORIGIN EFFECT
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The bugatti story began in 1978 in Herford, Germany, with a telephone directory for Milan, the capital of fashion. Klaus-Jürgen Möller, head of marketing at the Brinkmann company, obtained the telephone directory to look for an Italian-sounding name for the company’s new fashion range and discovered it right near the front – bugatti.
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FASHION & PR
• ISSUES MANAGEMENT IN PUBLIC RELATIONS• ALOHA FRIDAY – 1940s HAWAI, 1960s USA• ALOHA BECAME TOO RELAXED – BUSINESS
OPPORTUNITY • 1992 LEVI´S – BRAND DOCKERS• HOW TO DRESS ON FRIDAYS – TARGET 25.000
HR MANAGERS• INVENTED „BUSINESS CASUAL“ CATEGORY
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COUNTERFEITS - FAKES
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SUSTAINABILE FASHION? ETHICAL FASHION?
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Thank [email protected]