FASHION MARKETING IN COLLABORATION WITH

PRODUCT PROMOTION AND EVENT MANAGEMENT- A

TRANSFERENCE RESPONSE.

INTRODUCTION

Event management is the application of the management practice of project management to the
creation and development of festivals, events and conferences.
Event Management involves studying the intricacies of the brand, identifying the target audience,
devising the event concept, planning the logistics and coordinating the technical aspects before
actually executing the modalities of the proposed event. Post-event analysis and ensuring a return
on investment have become significant drivers for the event industry.
The recent growth of festivals and events as an industry around the world means that the
management can no longer be ad hoc. Events and festivals, such as the Asian Games, have a
large impact on their communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast meeting for
ten business people. Every industry, charity, society and group will hold events of some type/size
in order to market themselves, build business relationships, raise money or celebrate.

Marketing tool
Event management is considered one of the strategic marketing and communication tools by
companies of all sizes. From product launches to press conferences, companies create
promotional events to help them communicate with clients and potential clients. They might
target their audience by using the news media, hoping to generate media coverage which will
reach thousands or millions of people. They can also invite their audience to their events and
reach them at the actual event.

Event management companies and organizations service a variety of areas including corporate
events (product launches, press conferences, corporate meetings and conferences), marketing
programs (road shows, grand opening events), and special corporate hospitality events like
concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial
events, private (personal) events such as weddings and bar mitzvahs.
Clients hire event management companies to handle a specific scope of services for the given
event, which at its maximum may include all creative, technical and logistical elements of the
event. (Or just a subset of these, depending on the client's needs, expertise and budget

Categories of Events
Events can be classified into four broad categories based on their purpose and objective:
1. Leisure events e.g. leisure sport, music, recreation.
2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore.
3. Personal events e.g. weddings, birthdays, anniversaries.
4. Organizational events e.g. commercial, political, charitable, sales, product launch.

Products/Services Research
if you are organizing a corporate event then it is necessary for you as an event manager to do
research of the products/ services promoted and sold by your corporate client. Find out how the
company promotes its products. How the company wants to build/enhance the image associated
with its product (also known as the brand image)? What is the market value and market share of
the company and its products? Who are the customers of the product? What are the features of
the product? What are the advantages and disadvantages of the product in comparison to
competitors' products? All this research will later help you in making an effecting promotional
campaign for your corporate event.

SWOT Analysis
STRENGTH

1. Strong Funding

2. Less Investments

3. Huge Profit Margin

WEAKNESS

1. Seasonal Parties

2. Less Experience in the business

OPPORTUNITIES

1. Change in social environment

2. Improving business

THREATS

1. Increasing Competition

2. Fights in parties

CRITICAL SUCCESS FACTORS

 1. Excellent communication system

2. Proper and systematic advertisement

3. Good social contacts

An important part of fashion is fashion journalism. Editorial critique and commentary can be
found in magazines, newspapers, on television, fashion websites, social networks and in fashion
blogs.

Innovative service in event management-

Background of service innovativeness- smashing the mobile phone against a wall in a violent fit
of rage , sure one of us we know has done it at least once if not so many times. Here the person is
venting his anger on mobile phone in other words the anger of the person is getting transferred to
an object this phenomenon equally common I corporate world. It’s called transference response.
And finds its roots in world of psychology.

Transference is defined as where unconscious feelings for one person or thing are redirected to
another. Take for instance a rock concert financed by a soft drink company. Knowingly or
unknowingly event manager for the show employ the transference response. Here’s how- the
concert is wonderful and exiting experience bought to the young target audience by the soft drink
company. The entire energy of the event – the youth dancing and singing to the electrifying
music automatically gets transferred to the soft drink brand. Now how well this transfer happens
depends on how well the event company has planned and executed the show. More the
connection between those feelings oozing from the participating crowd and the cola brand more
transference takes place. The other factors to be taken into account are like

Cola brand should be the right product for the event. (A product targeted for elderly will not
work in a rock fest.)

However if the synchronization does not happen what we can do is two way transference usually
done by roping a personality/ celerity who in the long run finds the brand person transferring into
him.

Also we have serial transferences doing too may endorsements – amitabh and shahrukh in these
case one may also witness what is termed jumped transference when two products endorsed by
the same person don’t quite match. Ex- amitabh for ried and Taylor and BINANI cement. This
may seem uncomfortable but the area of new service is clustered transference – with two or
better matched products endorsed products. Let’s say a fashion event and new product launch for
premium consumers or ried and Taylor with Rolex or Johnnie walker. The result will be a win-
win for both the products and will be more than expected of both fashion and FMCG sector.

Kulesov effect demonstrates how our minds edits all the information it receives making links
between the bits and pieces of information that come in till a pattern emerges that it recognizes.

In all the cases of transference response the truth may be far from consumer’s perception...it take
s an overwhelming set of new impressions to change a consumer’s mindset because his mind
has moved on to the next set of decisions waiting to be made. It’s only with a powerful stimulus
that the opinion can be changed.

An indigenous example is Cadbury one of the best loved brands of the country it has a clear and
well defined space in the consumer’s minds which would require a very powerful negative
transference to change. But unfortunately the yucky images of worms once transferred to the
chocolate succeeded in just doing that this is unplanned transference as opposed to a desirable
transference- so Cadbury packaged the product and pulled in amithbh bachhan fresh from his
KBC suit into the campaign. The packaging killed the worm image associated with the old
packing and amitabh did the rest.

The success of transference response depends how skillfully it is triggered directed and
sustained. There are normally five players

1. The company that owns the product

2. The engineers that transfer

3. Transfer stimulus done by a celebrity

4. The consumer

5. The quality to be transferred

6. Brand itself

And is the interplay between these elements that makes for successful transferences. It is
interesting to note that many companies are known for the brand they create so the final
transference of the cycle occurs when a consumer says “X is a company I can rely on since it
makes product Y. so great brands will pay their debt back to the company that created them.

The principal protagonist of the process is not as we would suppose the stimulus. It is the
consumer, as his is the response that we seek. It is he who must respond and commit to the
transference. So far the transference response is used in fragments almost accidental way without
a careful or conscious thought but if we fully recognize this human characteristic and learn how
best we can harness it, we can surely put it to greater and more powerful use far more than ever
done.

The company
that engineers
the TR

The stimulus
The brand
the celebrity/
The transference response
individual
Five player model event

Residual image The consumer

or quality to be – principal
transferred protagonist

In order for the change which is intrinsic to fashion to take place, the industry must continually
create new products. Used in another sense, the term fashion means to construct, mould or make.
Fashion, therefore, also involves a strong creative and design component. Design skill is
essential and can be seen in all products from the made-to measure suit to the elaborate
embroidery on a cardigan. The level of design can vary considerably from a basic item such as a
T-shirt to the artistic creations of Coco Chanel, Christian Dior, Yves St Laurent or, in more
recent times, Stella McCartney. To some the design of fashion garments can be viewed as an art
in its own right, though this is a notion supported more in countries such as France and Italy than
in Britain. The majority of garments sold do not come into this category, but the inspiration for
the design of many of those garments may have come from works of art.
Fashion and marketing
The continual change, i.e. fashion, involves the exercise of creative design skills which result in
products that range from the basic to the rare and elaborate. The creative design personnel
provide part of the mechanism by which the industry responds to the need for change.
At the same time the ability to identify products that the customer needs and will buy is also
essential to the industry. Event management can help to provide this additional knowledge and
the skills needed to ensure that the creative component is used to best advantage, allowing
Businesses to succeed and grow.

Fashion products and services.

Related fashion services
Advice on garment co-ordination
Cosmetic surgery Tattoos
Image consultancy Hairdressing
Hair transplants Sun tanning
Garment cleaning services
Clothing alterations/repairs
Clothing
Underwear
Formal
Bespoke
Natural
Outerwear
Informal
Ready made
Men-made
Usage situations
Work/school
Leisure
Domestic
Related fashion products
Shoes Hats Hosiery Jewellery
Belts Bags Scarves Cosmetics
Fragrances cleaning products
Haberdashery Wigs

Fashion event management is the same as promotion. Design should be based solely on
marketing research According to this view event management is seen as synonymous with
promotion. Adherents of the view state that designers are the real force, and marketers should
merely help to sell ideas to the public. Translated into practice this view tends to have all
marketing activity carried
Out by either public relations or advertising departments or agencies. Customers and potential
customers are seen as people to be led or inspired by creative styling that is favorably promoted.
At the extreme, it is rationalized that the only people who can appreciate creative
Styling, in a financial sense, is the more wealthy sections of society. Research within such a
perspective is limited to monitoring the activities of others who are thought to be at the forefront
of creative change, i.e. film directors, musicians, artists, etc. Many great fashion designers
subscribe to this view and have run successful businesses based upon the above assumptions.
The principal weakness of this approach is that it depends ultimately on the skill and intuition of
the designer in consistently meeting genuine customer needs and consequently earning profit.

RESPOSIBILITIES OF FASHON MARKETERS

Fashion marketing research

A fashion marketing researcher may investigate the market shares of competitors and trends in
those shares. Through a group discussion with potential consumers they may discover that a
possible brand name has negative connotations and needs rethinking.

Fashion product management

A design manager may be concerned with producing a range of shirts for a major retailer. The
shirts must co-ordinate with other garments such as jackets, trousers and ties, all of which may
be provided by other manufacturers. The design manager must collect and pass on information to
ensure that designers are adequately briefed. Later the manager will be required to sell the
designs at a presentation to the retailer, usually in the face of fierce competition. The design
manager’s knowledge of the retailer’s customers and an awareness of his or her own company
costs will enable an effective marketing function.

Fashion promotion
A manufacturer of corporate work wear may have produced a range of clothes suitable for staff
working in small independent restaurants. After careful research and planning the manufacturer
may decide that a brochure is needed as part of the promotional effort. The brief to be given to
the person preparing visual and textual material for the brochure will include an estimate of the
number of brochures needed and a list of addresses – essential fashion marketing tasks.

Fashion distribution
An owner of a retail outlet selling her own specially designed millinery wishes to expand. She
needs to research a few options including franchising her business, obtaining concessions in
selected department stores and linking with a leading womenswear designer to produce new
complementary ranges each season. Marketing research and analysis of the status of the business
along with the preparation of a future marketing strategy are the major fashion marketing
activities needed here.
Fashion product positioning and pricing –
A major retailer discovers that a competitor is selling imported silk lingerie similar in design and
quality to its own, but at prices that are 20% lower. A fashion marketing decision must be made
about the positioning and pricing of the product, taking into consideration the strategic goals of
the company as well as the price sensitivity of its customers.
FASHION MARKETING PROCESS

THE FASHON MARKETING CONCEPT

A market is a place for buying and selling, for exchanging goods and services, usually for
money. The fashion market is unusual because until early in the twentieth century it was almost
solely the domain of kings, queens, aristocrats and other important people. As will be seen, great
changes, mainly due to technology and increasing globalization, mean that we now have a
fashion marketplace open to everyone. Fashion can be a reflection of the time, from the
utilitarian clothing of the war years to the yuppie look of the buoyant 1980s. Fashion also can be
a reflection of individuals. Clothes are often chosen to reflect among other factors our age,
gender, lifestyle and personality. Because fashion is both a reflective and yet creative discipline,
it is necessary for fashion marketers to be aware of the factors surrounding the market and
develop a broad understanding of the issues that can affect the garments that are seen in any high
street store.