Example on you tube Tangled Restore Beautiful Lengths.mp4basics Chapter 2 Example on you tube Tangled Restore Beautiful Lengths.mp4basics

Target market Demographics-age,gender,income,ethnic, education, religion, occupation Psychographics-attitudes, interests, opinions Geographics-where people live—region of country, size of city, urban, suburban, rural, climate Behavioristics – based on their knowledge, attitudes, use, or response to products

Examples of behavioristics Marketers also look at the Purchase occasions – after 5 Casual Work Look at the product benefits- Stain resistant Wrinkle resistant Comfortable Usage level and commitment –how often they use a product

Need segments to sell to Habits change Technology changes Fashion market is too huge and diverse to use only one marketing approach Need segments to sell to Habits change Technology changes Economy affects Social aspects change The 4 P’s

Fashion merchandising is: Planning Buying Selling of fashion apparel and accessories Retailers buy large quantities at Wholesale prices and then…. Sell at retail prices

Marketing mix 4 P’s Product – what a company is offering Goods Services Place – the way products are distributed and the system of delivery raw material, make garment, location of store Price – amount of money a person will pay Depends on cost of producing, the markup, the demand Business must make a profit

#4 of marketing mix Promotion Any form of communication a business uses to Inform Persuade Remind people to buy

Types of promotion Sales promotion (SEE EXAMPLE ON HANDOUT) Contests Displays Coupons Used to increase customer traffic Public relations – promotes image and communications

Promotion types (cont’d) Publicity – unpaid mention of business, employees, or merchandise Example: sponsor charity events Advertising – paid message that a business sends to the public In magazines, newspapers, brochures, TV, outdoor signs, internet Personal selling – personal communication and contact

HOW TO INCREASE BUSINESS INCREASE NUMBER OF CUSTOMERS Can’t rely on the same customers INCREASE AVERAGE TRANSACTION Items at the register Associates can suggest other items INCREASE FREQUENCY OF REPURCHASE Send special mailings offering discounts and coupons Host fashion events

CHANNELS OF DISTRIBUTION The path of a product – can be the Place in the marketing mix (4 P’s) Direct channel – producer to customer Indirect channel – more intermediaries

Soft goods chain Movement through channels of distribution Textile segment – fiber, yarn, fabric productivity Apparel segment – product finished garments & accessories Retail segment – stores and outlets that sell Functions – see photocopy