Sample Essay
Fashion marketing is based on the identification of market trends which are used to analyze, develop and configure related marketing strategies and promotional activities for fashion products. “Fashion marketing is the application of a range of techniques and a business philosophy that centers upon the customer and potential customer of clothing and related products and services in order to meet the long term goals of the organization…The very nature of fashion, where change is intrinsic, gives emphasis to marketing activities ” (Easey, 2008, p7).
Essentially fashion marketing is composed of elements of fashion designing and marketing management which are combined together to develop a comprehensive marketing plan for fashion products. This marketing strategy and the related plan is composed of different tasks relative to the elements of promotions, advertising, retailing, branding, affiliate marketing, and distribution.
In order to be successful fashion marketers have to be future oriented with forecast information about the market. The fashion industry demands that in order to have an effective fashion marketing strategy, companies need to understand and identify their customers, the trends in the fashion industry as well as how the branding and the marketing of their products/ services effects the purchase behavior of the consumers. This knowledge is the main resource available to fashion marketers to develop a marketing strategy for their fashion based products and services. Marketing in the fashion industry is often difficult as the industry is very volatile with constant changes taking place in its external as well as internal environments. As a result the approaches taken towards fashion marketing have to be adjusted and revamped in order to effectively target the latest and future trends.
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