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

2.  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. 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  Economy affects  Social aspects change  The 4 P’s

5.  Planning  Buying  Selling of fashion apparel and accessories  Retailers buy large quantities at  Wholesale prices  and then…. Sell at retail prices

6.  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.  Promotion  Any form of communication a business uses to  Inform  Persuade  Remind people to buy

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

9.  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.  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.  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.  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