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

2. 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

3. 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

4. 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

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

6. 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

7. #4 of marketing mix Promotion
Any form of communication a business uses to
Inform
Persuade
Remind people to buy

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

9. 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

10. 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

11. 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

12. 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