Fashion Marketing 101Fashion Marketing 101

Fashion & Interiors IIFashion & Interiors II

ObjectivesObjectives

Describe sales techniqueDescribe sales technique Understand intended audience Understand intended audience

and how audience relates to and how audience relates to salessales

Use design techniques and Use design techniques and previous design knowledge to previous design knowledge to create and sale your create and sale your accessories line.accessories line.

MarketingMarketing

Developing, Promoting, selling Developing, Promoting, selling products, items and or ideasproducts, items and or ideas

Sales and Selling TechniquesSales and Selling Techniques

Indirect SellingIndirect Selling

General promotion to the public like advertisingGeneral promotion to the public like advertising

Direct SellingDirect Selling

Personal selling is the exchange of merchandise to Personal selling is the exchange of merchandise to individual customers in return for money or credit.individual customers in return for money or credit.

Responsive SellingResponsive Selling

Done in response to the customers presence in the Done in response to the customers presence in the store, rather than going to to find customers.store, rather than going to to find customers.

Sales and Selling TechniquesSales and Selling Techniques

Selling StepsSelling Steps

1.1.Approach and greetingApproach and greeting

2.2.Classifying customersClassifying customers

3.3.Presentation of merchandisePresentation of merchandise

4.4.Overcoming objectionsOvercoming objections

5.5.Closing the saleClosing the sale

6.6.Supplementary SuggestionsSupplementary Suggestions

7.7.Maintaining Relationships.Maintaining Relationships.

Selling Steps:Selling Steps:

Approach and greetingApproach and greeting Greet Customers and begin to build a relationship.Greet Customers and begin to build a relationship.

Classifying customersClassifying customers Casual Lookers- browsing or killing timeCasual Lookers- browsing or killing time Undecided Customers- Need help and more time spent Undecided Customers- Need help and more time spent

shopping for a gift or to gain ideasshopping for a gift or to gain ideas Decided Customers- The know exactly what they want and Decided Customers- The know exactly what they want and

why. Quick purchases.why. Quick purchases.

Presentation of merchandisePresentation of merchandise Analyze customers needsAnalyze customers needs Explain product featuresExplain product features Show advantages and disadvantages of product.Show advantages and disadvantages of product.

Selling Steps ContinuedSelling Steps Continued

Overcoming objectionsOvercoming objections Sometimes customers have spoken or unspoken objections- Sometimes customers have spoken or unspoken objections-

Clarifications and more details may need to be explained. Clarifications and more details may need to be explained. Silent customer are more challenging.Silent customer are more challenging.

Spoken Objections can indicate where you need to go next Spoken Objections can indicate where you need to go next

for Suggestionsfor Suggestions

Closing the saleClosing the sale Simply means to get a commitment from a customer to buy a Simply means to get a commitment from a customer to buy a

product or merchandise.product or merchandise. Check for clarity, silence at this point for a long period Check for clarity, silence at this point for a long period

usually means the sale is about to close.usually means the sale is about to close. Suggestion for the purchase may be made.Suggestion for the purchase may be made.

Selling StepsSelling Steps ContinuedContinued

Supplementary SuggestionsSupplementary Suggestions This is where you can increase salesThis is where you can increase sales Suggestion for additional services or Suggestion for additional services or

other stores that your company owns.other stores that your company owns. You must understand the product and You must understand the product and

the customers needs.the customers needs. Add on’s-related merchandise items that Add on’s-related merchandise items that

create complete outfitscreate complete outfits Trading up-Up selling or substituting one Trading up-Up selling or substituting one

item for a more expensive item or newer item for a more expensive item or newer style.style.

Selling StepsSelling Steps ContinuedContinued

Maintaining RelationshipsMaintaining Relationships When the sale is finalized, reassure the customer with an When the sale is finalized, reassure the customer with an

approving statement.approving statement. When a customer makes a risky or expensive purchase this When a customer makes a risky or expensive purchase this

is even more important.is even more important. Bonding and keeping client records will make for repeat Bonding and keeping client records will make for repeat

clients and future customers.clients and future customers.

Audience for SalesAudience for Sales

Target MarketTarget Market Specific Segment of a total market that a Specific Segment of a total market that a

company wants to direct its product and company wants to direct its product and marketing efforts towards.marketing efforts towards.

Marketing MixMarketing Mix Blend of features that satisfies a choose market. Blend of features that satisfies a choose market.

It includes the following, Product, price, place It includes the following, Product, price, place and promotion.and promotion.

Introduction of Accessories Introduction of Accessories project.project.

Promotion MethodsPromotion Methods

AdvertisingAdvertising PublicityPublicity Visual DisplaysVisual Displays Special EventsSpecial Events Fashion PublicationsFashion Publications Trade PublicationsTrade Publications

AdvertisingAdvertising

Appears in newspapers, Appears in newspapers, magazines, or direct mail, radio, magazines, or direct mail, radio, television, internet, billboards.television, internet, billboards.

Some companies have an in Some companies have an in house advertising department or house advertising department or hire and outside agency.hire and outside agency.

Advertising-ContinueAdvertising-Continue

Large Retailers Develop Direct Large Retailers Develop Direct mail or e mail pieces to send to mail or e mail pieces to send to customers. (e.g- coupons, customers. (e.g- coupons, catalogs, and monthly bills)catalogs, and monthly bills)

PublicityPublicity

Advertising can be costly but Advertising can be costly but publicity is free!publicity is free!

PR (Public Relations) PR (Public Relations) Departments can be hired for Departments can be hired for larger companies. These people larger companies. These people distribute information about distribute information about products, designers collections, products, designers collections, and events promoting the and events promoting the designer.designer.

Publicity-ContinuePublicity-Continue

So the resulting information or So the resulting information or buzz created causes publicity buzz created causes publicity Information might appear in Information might appear in magazines, newspapers, etc.magazines, newspapers, etc.

As a designer- Think about the As a designer- Think about the Publicity Created when your Publicity Created when your designs are worn on the red designs are worn on the red carpet!!!!!carpet!!!!!

Visual DisplaysVisual Displays

Displays for items:Displays for items: Store WindowsStore Windows

On shelvesOn shelves Eye Catching designs Eye Catching designs

encourage the sale of fashion encourage the sale of fashion clothing and accessoriesclothing and accessories

Special EventsSpecial Events

Creating and Event or theme to Creating and Event or theme to attract customers to your attract customers to your location.location.

Sales, Christmas in July, Spring Sales, Christmas in July, Spring in January, Special Pricing.in January, Special Pricing.

Market Weeks-Promote sales of Market Weeks-Promote sales of particular itemsparticular items

Special Events-ContinueSpecial Events-Continue

Fashion/Runway Shows are Fashion/Runway Shows are another type of special event.another type of special event.

This event helps sell designer This event helps sell designer collections to buyers in the collections to buyers in the fashion industry.fashion industry.

Traveling Trunk Shows- Present Traveling Trunk Shows- Present Lines to store customers and Lines to store customers and sales associatessales associates

Fashion PublicationsFashion Publications

Fashion magazinesFashion magazines Vogue, Glamor, Seventeen, Ebony, Vogue, Glamor, Seventeen, Ebony,

GQ (Gentleman's Quarterly) GQ (Gentleman's Quarterly)

Show fashion styles, articles, fabrics Show fashion styles, articles, fabrics and promote the latest styles and and promote the latest styles and showcase Designer Interviews.showcase Designer Interviews.

Trade PublicationsTrade Publications

Organizations of Manufactures, Organizations of Manufactures, designers, retailers, and other designers, retailers, and other people involved in a particular people involved in a particular industry.industry.

Trade Publications ExamplesTrade Publications Examples

American Apparel Manufactures American Apparel Manufactures Association (AAMA)Association (AAMA)

The Fashion Association (TFA)The Fashion Association (TFA) National Retail FederationNational Retail Federation Council of Fashion Designers of Council of Fashion Designers of

America (CFDA)America (CFDA) National Association of Men's Sports National Association of Men's Sports

wear Buyers (NAMSB)wear Buyers (NAMSB) The Fashion GroupThe Fashion Group And Many MoreAnd Many More

Fashion Industry SegmentsFashion Industry Segments

Primary Market: includes the Primary Market: includes the business that grow and produce the business that grow and produce the raw materials that become fashion raw materials that become fashion apparelapparel

Secondary Market: includes Secondary Market: includes businesses that transform the raw businesses that transform the raw materials into fashion in the materials into fashion in the merchandise production phasemerchandise production phase

Tertiary Market: includes retail Tertiary Market: includes retail businessesbusinesses

Primary MarketPrimary Market

Textiles: largest segment of the Textiles: largest segment of the primary marketprimary market

Produces fibers, fabrics, leather, Produces fibers, fabrics, leather, fur, plastic, metal, paper, and fur, plastic, metal, paper, and any other substance involved in any other substance involved in productionproduction

Secondary MarketsSecondary Markets

ManufacturersManufacturers WholesalersWholesalers ContractorsContractors Product Development TeamsProduct Development Teams

Tertiary MarketTertiary Market

RetailersRetailers Off-price, specialty stores, Off-price, specialty stores,

department stores, discount department stores, discount stores, variety stores, outlet stores, variety stores, outlet stores, non store retailersstores, non store retailers

Support IndustriesSupport Industries

Advertising Agencies, Advertising Agencies, Accounting and Financial Accounting and Financial services, computer support services, computer support industries, website design industries, website design houseshouses

Types of Fashion Business Types of Fashion Business OrganizationsOrganizations

Sole Proprietorship: one ownerSole Proprietorship: one owner Minimum license, complete owner Minimum license, complete owner

liabilityliability Owner owns all assetsOwner owns all assets Taxed as personal incomeTaxed as personal income Most common form of business in Most common form of business in

small businesssmall business

Types of Fashion Business Types of Fashion Business OrganizationsOrganizations

PartnershipsPartnerships Based upon an agreement Based upon an agreement

between two parties on how between two parties on how organization will be run, organization will be run, profits/loss splitprofits/loss split

Each partner is taxed separately Each partner is taxed separately Each partner liable for debtsEach partner liable for debts Ends at the death of one partnerEnds at the death of one partner

CorporationCorporation

Types of Fashion Business Types of Fashion Business OrganizationsOrganizations

CorporationCorporation Formed with a charter which is a Formed with a charter which is a

legal documentlegal document Stocks and shareholdersStocks and shareholders Taxed as a separate entityTaxed as a separate entity Limited liability for the ownersLimited liability for the owners Corporation exists as a separate Corporation exists as a separate

entityentity

Fashion RisksFashion Risks

Types of risk:Types of risk: Economic riskEconomic risk Human riskHuman risk Natural riskNatural risk Pure riskPure risk

Other RisksOther Risks

Types of risk:Types of risk: Speculative riskSpeculative risk Controllable riskControllable risk Uncontrollable riskUncontrollable risk Insurable riskInsurable risk Uninsurable riskUninsurable risk