1. Welcome to Fashion Marketing Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg s.singh@uwinnipeg.ca www.uwinnipeg.ca/~ssingh5

2. Saussure (1983)

4. Need for Clothing

5. Need for clothing  Culture  Personality Marketing convinces consumers the worth of fashion

10. Fashion Versus Style

11. Fashion: the Debate Why do we need fashion? Why do we need to make statements? Some people do not like it 16 th century concept  noble blood It indicates social and economic status; separates you from mass Substance is more important than style May hamper productivity at work It is business  because fashion means more expensive You can be easily influenced by peers and marketing Other love fashion to its core Life is too short If fashion makes people confident, beautiful, handsome, is it wrong? It is a happy product and with positive experience It is about beauty and appreciation  you’re sad; we’re happy people

12. Fashion Apparel Categories Outer wear: Coats, jackets, sweater… Career wear: Suites, formal wear… Sports/Active wear: May be loose or tight Evening wear: Informal  depends Uniform Inner wear Bridal wear Children wear Maternity wear Accessories: Belts, scarfs, hats, headwear, neckwear 4-6 lines per year: Typically produces in women’s apparel category

13. Fashion Apparel Manufacturing 1890-1950s: ↑ RTW industry: Ready to wear 1920s: Flapper-style design  new, young, free 1960s: Hippy style, t-shirt, hip, grown beard and hairs 1980: Quick Response Strategy to meet fashion demand Time between fibre production and saleable product Technology advancement ↑ Partnership, Better resources allocation Shorter business cycle  fashion (it should change) Couture: Hand sewing, ↑ expensive fabric than RTW Haute Couture: High sewing, small quantity, measurement based for each client, fit (body scanned measurement), refine fabric, expensive. Fitting is very important for this segment.

14. North American Industry Classification System (NAICS) NAICS 313: Textile mills NAICS 314: Textile product mills NAICS 315: Apparel manufacturing NAICS 316: Leather and allied product manufacturing

15. Fashion Lifestyle (Trendy, Classic, Formal, Informal…)

16. Sources of Fashion? Historic inspiration: Queen, Napoleon… 1960s: Above-the-knee skirts 1070: Retro look  reminiscent of 1930s, 40s, 50s, 60s, 70s Ethnic inspiration  Kimono, Saree, African hairstyle Celebrity (film/sports)  Jennifer Lopez, Serena Williams Politicians: Gandhi, Gaddafi, Mandela, Modi, Diana… Size/cut/pattern: tie, skirt, trousers…(narrow, wide, bowtie, floral, regimental, solid color Color inspiration: What is fashionable color? Who dictates it? How is it forecast? Other: Magazine, National Flags, Economic Development, Weather (Material  impacts consumer spending and consumer behavior)

17. Fashion Elements

18. Oversize as Fashion! Blackwell was the first to design plus-size fashions and to use African American model

19. Tommy Hilfiger’s Fashion: Casual, Simple, and easy living

20. Loose Trousers

21. Historical Fashion

22. Celebrity

23. Political/Fashion/Culture Statement…

24. Political/Fashion/Culture Statement Tymoshenko, Ukarine Indira Gandhi, India

25. Flag-inspired Fashion

26. Hairstyle

27. Ethnic Inspirations

28. Indians

29. Rock Singers

30. Fashion Followers

31. Brands and USP Unique Selling propositions Manolo Blahnic (shoes): High heel Calvin Klein (jeans): Tight-fitting  young, hip Ralph Lauren (quality): Classic image Dior (skirts): Longer and clinched waist  feminine WW II GAP (color): Changed the concept of color  Khakhi Prada (fashion): Trendy look Jimmy Choo (shoes): Style and color Tommy Hilfiger (apparel): Easy by but fashionable living

32. Brands and Taglines

33. Celebrity and Fashion Line

34. Princess Diana and Dior

35. Role of Color in Fashion Staple Colors Black, navy, white and beige seen continuously, season after season Pendleton jackets: navy and green tartan to match future purchase Fashion Colors Appears less frequently over time changes from season to season cannot match with future purchases Color variation: orange  red, blue  red or magenta Fashion color cycle is short some fashion color sell more than others USA: dark red, wine tome popular (Orange is less popular) EU: Olive green is popular Africa and Asia: Ethnic colors

36. Color Wheel

37. Dark Versus Light Colors

38. Cool Versus Warm Colors

39. Fashion Color Forecasting Services Color Association of the USA (CAUS) International Color Authority (Paris, France) Fashion color depends on Sales tracked by $ and color High selling color is presented in each line Colors adopted by designers in Europe Designers’ choice of colored fabric production Designers name colors for a season: Dalia, Plum, Lavender cannot match with future purchases Magazine/TV: Color ForecastingColor Forecasting Color me beautiful Fashion Magazines with approximate circulation in 2008 Allure, Cosmopolitan, Elle, Essence, GQ, Marie Claire, Vanity Fair  1m Glamour, In-style  2m Men’s Vogue .3m

40. Group or Line Fashion Marketing: 2 advantages 1 Maximize # of fashion features in one advertisement 2 Consumers can visualise several items that fir their personality