APPAREL MARKETING & MERCHANDISING

UNIT I -APPAREL MARKETING

Compiled By, D.Vasanth Kumar/ Assistant Professor-Fashion Technology Sona College of Technology

Fashion

is not an art, it is industry

Jean Muir

Some Marketing definitions

Marketing is a human activity, directed at satisfying needs and wants through exchange processes - Philip Kotler

Apparel Marketing Definition, Scope, Functions

Apparel Marketing management process, responsible for identifying and satisfying the needs and requirements of the customers, with the right marketing mix (Product, Price, Promotion, Place) profitably. Uncontrollable factors - climate, economy, culture, politics, fashion, competition Controllable factors strategy, products offered, relationships with suppliers and customers.

THE MARKETING TRIANGLE

Illustrates the relationships within marketing
Customers

Competitors

Company

SCOPE FUNCTIONS OF APPAREL MARKETING

A Marketing division is responsible for
Shaping and strengthening the image of a company and its
products through promotion. Developing marketing strategies in cooperation with all

departments of organization, for the target customers. Establishing the market position of a firm relative to the competition (Positioning) and set advertising and promotional objectives to attain the sales goal.

Continued
A Marketing division is responsible for
Establishing whole-sale and / or retail strategies and provides feedback from buyers and consumers to merchandising personnel. Continuous monitoring of markets and recommending modifications when change in strategy is necessary for the sale of products.

SCOPE FUNCTIONS OF APPAREL MERCHANDISING DEPARTMENT

A Merchandising Division is responsible for :

Planning, development, and presentation of apparel product lines is being done by the Merchandising division.

1. Defining a Firms purpose

It involves statement of mission, description of the target customer, and description of the product line.

The Mission Statement identifies the purpose of the firm

relative to service, organization and profit. A Target market is the selected population to whom a group of product and their marketing program are directed can be Mass Market or Niche Market. Market Segmentation refers to the classification of customers under various categories, based on their needs, duration, Economy & Sociology, etc.

Product Line of an apparel firm can be,

Separates Ex : Tops alone like blouses, shirts, etc, or Bottoms alone like pants, skirts, etc Coordinates Ex : Tops and bottoms but separately sold. Multipiece Style Ex : Tops and bottoms as a single style, or separate styles but sold as a set. Here consumers do not have the option to select separate pieces.

Related separates Here, the products are sold as Separates,

but coordination potential exists because of color palettes and materials.
Thus - developing the mission statement, identifying the market segments, and describing the definition of business. product line completes the

2. Budgets
Budgets comprehensive financial plans that establish the allocation of resources for achieving the

financial and operational goals of a firm.

Based on Sales goals, Cost containment goals, and Profit objectives - involves every department

Based on goals, and budgets - Marketing objectives

and Marketing strategies are formulated and implemented.

3. Marketing Objectives and Strategies

Marketing strategies alternatives: include the following

Market Penetration: Entering of new products in present markets through effective advertisement and promotion Market Development: Seek greater sales of present products from new markets or develop new users for present products Product development: Develop new or modified products for the same market
Diversification: Develop or obtain new products aimed at new markets

WHAT IS MARKET RESEARCH?

Marketing research is the systematic design of, collection, analysis, and reporting of data findings relevant to a specific marketing situation facing by the company. Collection of data can be done by the firm themselves, or through marketing research firms. Data can be collected through Observation, Surveys and Experimentation.

Collected data is statistically research findings are presented.

analyzed,

and

the

Sales forecasting can be done by this method.

Continued....
Market Research is the systematic gathering, recording and

analysing of data about problems relating to the marketing of goods and services
Describes the characteristics of the market.

Market Research is to do with research relevant to marketing operations, including studies on,
Advertising Pricing Packaging Distribution Sales force activities Product As well as market studies.

Generally adopted Market research procedures...

1. 2. Define the problem and its objectives Determine information needed and its sources Deciding the research methods Analysis and interpretation of data Preparing research report Follow up

3. 4. 5. 6.

Advantages of Market Research.

Product design

Competitive management
Manufacturing, planning and sales forecasting Pricing and distribution

Promotions planning

A STUDY OF TECHNOLOGY ADOPTION OF GARMENT MANUFACTURING FIRMS

Example: Survey type questions are given related to Technology Adoption of Garment Manufacturing Firms. (Market Research Qualitative Method)