MY FASHION MARKETING JOURNEY [FIG 1]
Lotti Martin-Fuller Student ID 201038548 My Fashion Marketing Journey 12/12/2016 Word Count 1233
CONT
ENTS Introduction
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Group Projects: 1. What is Fashion Marketing?
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What? How?
2.
Marketing Strategy Analysis
What? How?
3. Sustainable Fashion What? How?
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Conclusion
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Reference List
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Figure List
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1
DUCTION
Within this journal I am reflecting upon my learning experiences and outcomes throughout semester one, and the three group assignments that I presented alongside my peers which were each related to different aspects of fashion marketing. To me, each presentation taught me new skills and I was faced with new challenges to overcome in both presenting and also researching. Fashion marketing is an ambiguous term that can be defined in many different ways, some see it as a process of just selling a garment successfully, however when examined in detail there are many ideas on marketing. Kotler (1991) cited in Posner (2015) examines fashion marketing as a social process in which an individual gets what they want and need through an exchange process, whilst Jackson and Shaw (2008) argue that the fashion marketing function focuses on promotion and communication.
INTRO
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[FIG 2]
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WHAT IS FASH
ION MARKETING? WHAT?
ASSIGNMENT ONE
Our first group assignment was to look into definitions of fashion marketing and why marketers make the decisions they do in the industry. Posner (2015) examines how the fashion industry is now marketing oriented and so the first step into designing produce is to satisfy the needs and wants of customers. However, often this plan can be skewed, as according to Barnes (2013) it isn’t possible to use “conventional marketing means” as often the customers don’t know what they want until they want it. Due to this, designers and marketers have to work in unison to create a product they think a customer will need.
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HOW? After being assigned a group, we got to work by discussing our own ideas of fashion marketing before splitting up the work load into positive and negative perspectives of fashion marketing. After a few days of individual research of conducting interviews with our fellow peers and reading books and journal articles, we met up as a group again to make the presentation. As a collective we agreed that there were many differing opinions of fashion marketing with some focusing on the customer’s perspectives, whilst others focused on the marketer or brand.
As presentation day arrived I felt nervous as I’ve always struggled with gaining confidence for public speaking, however I was excited to hear feedback and compare our work to the other groups. Anxiety kicked in as I realised only half of our group had turned up due to illness or other reasons, and so we had to amend our practiced presentation. After presenting our findings we received a mixture of feedback. Compared to other groups our presentation seemed short and we didn’t use any interactive videos. Others opted to use artistic videos and interviews to present their findings, and although our findings and information were researched correctly – we could have perhaps used these methods to engage our audience more. Another downside was the lack of cohesiveness and practice, and so I was determined to be prepared for the next assignment.
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MARKETING STRA
TEGY ANALYSIS [FIG 3]
ASSIGNMENT TWO
WHAT?
The second group assignment allowed us to learn about the marketing mix in relation to fashion marketing. Marketing variables were rationalized into ‘four Ps of marketing’ by McCarthy (1960) cited in Hur (2016) known as produce, place, price and promotion. By using the four Ps a company has a competitive edge and advantage over competitors and can give customers a unique product. Barnes (2013) suggests that in early research into the mix it was a “series of policies and procedures”, but a modern interpretation sees it as a “strategic tool for businesses” to achieve their goals. To see how the marketing mix is used in the industry, my group looked into how Urban Outfitters uses the mix to market their products.
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HOW? After the feedback of our first assignment, we collectively decided to meet early and assign a research category for each participant. I researched into the promotions and communications of Urban Outfitters and how they used this as a marketing strategy, as well as any weaknesses and strengths I could find. Pleased with this category I set to work and went into their store to see the layout and examined how they ‘promoted’ a garment. Posner (2015) suggests a brand promotes through advertising, PR and sales promotions, of which Urban Outfitters favours the latter. I focused on Urban Outfitters use of window displays to communicate their style and garments, as well as their increased activity on social media and their very own #UOBLOG.
As a group we met up and created our presentation in a group booth, allowing everyone to add in any creative ideas and made our powerpoint both cohesive in its design but verbally too. Although we came together several times to practice the presentation, due to some members not arriving on time or at all it made it hard to perfect our timings and group morale. Overall, presentation day was daunting as we had never practiced a run-through with all member’s present. Feedback, again, was mixed as our group struggled with nerves, however I felt that I had made a conscious effort to be more confident when presenting, counting it as a personal success.
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[FIG 4]
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SUSTAINA
BLE FASHION WHAT?
Assignment three focused on a need to use marketing to create sustainability in the fashion industry. Fletcher (2014) explains that there is a need for material diversity, as in 2010 polyester and cotton accounted for 85% of the fiber population, with this only increasing. There is a need for sustainable fashion in order to decrease ecological risk and there is a social concern for under-paid factory workers, however there are many implications such as funding stopping this taking place. The life cycle of clothing examines the pollutants a garment puts into the atmosphere from the raw materials growth process to the end of life management.
ASSIGNMENT THREE
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Designers such as Stella McCartney have taken interest into sustainable fashion, being “one of the first sizable global fashion brand rooted in sustainability� (Amed, 2015), she hopes to make it the norm in years to come.
HOW?
Faced with a new group, we decided collectively to create a marketing strategy of a fashion brand that feeds on the recycled old clothes that would previously have been at the end of their life cycle, revamping them and selling them on. We would do this by placing bins in high street shops such as Topshop to collect clothing, releasing them seasonally again but modified to fit into the trends. This would have been successful as we prolonged the lifestyle of the garment and fed the idea if sustainable fashion into the industry. Sadly, I wasn’t able to present this marketing strategy as I had to go home early to go to hospital. Despite this, I thoroughly enjoyed researching into sustainable fashion and agree that it is an upcoming issue that needs more attention in the coming future.
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USION
On reflection, I believe I have learnt a lot in the way of presenting analytical findings, finding myself being critical and learning to reference properly. All three presentations have been a learning curve, each presenting themselves with different difficulties from timing issues to lacking confidence. I also have gained experience with working within a group and all the problems that can come from these circumstances and how to overcome them, this will help me in the fashion field.
CONCL 11
REFER
ENCES
Amed, I. 2015. Stella McCartney: Change agent. [Accessed 11 December 2016]. Available from: https://www.businessoffashion.com/community/voices/dis cussions/can-fashion-industry-become-sustainable/stellamccartney-change-agent. Barnes, L. 2013. Fashion Marketing. Textile Progress. 45(2-3), pp.182–207. Fletcher, K. 2014. Sustainable fashion and textiles: Design journeys. [Online]. [Accessed 10 December 2016]. 2nd ed. London: Routledge. Hur, E. 2016. Week 3 Marketing Mix: Product Jackson, T. and Shaw, D. 2008. Mastering fashion marketing (Palgrave master series). New York: Palgrave Macmillan. Posner, H. 2015. Marketing fashion. Second ed. London: Laurence King Pub.
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FIGURE 1: Models walking on a catwalk Lieber, C. 2015. Beyond Elle woods: The rise of fashion law. [Accessed 10 December 2016]. Available from: http://www.racked.com/2015/1/15/7561277/fashion-law. FIGURE 2: Victoria Beckham posing in a Marc Jacobs bag Stylist. 2010. Marc Jacobs’ unique ad campaigns. [Accessed 9 December 2016]. Available from: http://www.stylist.co.uk/fashion/marc-jacobs-ad-campaigns. FIGURE 3: Urban Outfitters shop window Fitzpatrick, H. 2015. Customers are calling out urban Outfitters for its exorbitant prices. [Accessed 11 December 2016]. Available from: http://uk.businessinsider.com/urban-outfitters-high-pricesspark-twitter-hashtag-2015-6.
Ethical Fashion. 2012. Stella McCartney. [Accessed 10 December 2016]. Available from: https://stellamccartneyethicalfashion.wordpress.com.
LIST
FIGURE 4: Stella McCartney’s sustainable fashion campaign
FIGURE
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SELF-ASSESSMENT SHEET REFLECTIVE JOURNAL 20% Student’s Name
LOTTI MARTIN-FULLER
Assessment Objectives
The aim of this assignment is to demonstrate your own learning from this module in relation to the learning outcomes and the skills that you have developed %
Final Mark
This is how I think the work that I have produced for assignment relates to the marking criteria Marking criteria
0-39 Fail
40-49 Pass
50-59 Good
60-69 Very Good
70
Coverage of relevant context 10% Depth of Reflection 10% Comprehensive and well documented summary 10% Originality & Creative input 10% Presentation of visual layout and structure
70 70
65 70
10% Style of written expression & Referencing system 10% Group presentation: Fashion marketing strategy analysis
70Excellent
70
65
20% Professional practice 20% Final Mark
65
On reflection: I think I could have managed my time better to allow myself to have a better professional practice. 14