7. Public interaction - marketing & research Flashcards
What is meant by technology-push?
New technological advances or innovations in materials that lead to the creation of new fashion products
Give 3 examples of technology-push?
Smart textiles
- fabrics that can change colour based on temperature
3D printing
- allows for creative & unique production for items such as shoes and accessories
Sustainable materials
- bio-fabricated textiles (lab-grown fabrics) which offer new eco friendly options that designs may adopt before their is widespread consumer demand
What is meant by market-pull?
New products or trends that are developed in response to consumer preferences, needs or societal trends.
What are designers responses to market-pull?
They create products to meet those needs
Give 3 examples of market-pull?
Fast fashion
- e.g. brands like Zara & H&M= companies that respond to consumer demand for affordable, trendy clothing
- create new collections based on what is trending in the market
Sustainable fashion
- growing consumer demand for eco-friendly and ethically produced fashion has led to rise of sustainable materials and ethical manufacturing processes
- e.g. designers & manufacturers create products made from organic cotton, recycled fabrics, etc
Athleisure
- clothing designed for both exercise and casual wear
- respond to consumer preferences for comfort and functionality in everyday fashion
What is the difference between Technology-push and Market-pull?
What are both driven by?
Technology-push is driven by technology and materials WHILST Market-pull is driven by consumer demands or social trends
What’s an example of a product in the fashion industry that has gone through both Technology-push and Market-pull?
Levis 501s
What’s an enterprise?
A business that sells products or services to make a profit
Examples of fashion & textiles enterprises
- new start-up companies (e.g. fashion graduates)
- project businesses set up by celebrities in collaboration with other businesses
- community projects for recycling, customising and mending clothing (e.g. co-ops= businesses owned by their members)
What is marketing?
- What do products need to be? (3 things)
- What do shoppers need to be made aware of?
- what needs to happen to sales data?
Developing a product so that it appeals to the target market
- At the right price and readily available
- Advertised to create demand
- new products
- They need to be analysed as part of market research to direct product development
Where are advertising & promotion found?
- social media (e.g. Instagram & TikTok)
- online pop-up adverts
- promotional events
- media adverts (newspapers, TV, radio)
- shop-front displays
- display boards
What is meant by brand identity?
The distinctive and memorable style, ethos and values of a business
What’s an example of a brand with an impactful brand identity?
Patagonia
Describe fashion cycles (4 steps)
- give a real life example
- New fashion initially worn by a few trendsetters (e.g. celebrities)
- It then becomes increasingly popular for a period of time
- it reaches a peak of fashion
- It then starts declining and then disappearing
Describe the fashion cycle of skinny jeans:
- 1950s
- 1970s
- 1980s
- 2000s
- 2010
- 2020
1950s: slim fitting jeans
cigarette jeans= slim & straight silhouette which resembles a cigarette
- made popular by counterculture icons like Elvis Presley
- not as tight as the skinny jeans
- historians say this is where the trend initially picks up its Rock’n’Roll association
- also famous women like Marilyn Monroe & Audrey Hepburn seen in slim-fit trousers
1970s: bell-bottoms & flare jeans
- wider leg jeans became more popular as “wider legs were more decorative”
1980s:
- Jean manufactures start to introduce stretch fabric which can blend into natural fibres= get the material that felt like wool, silk or cotton against the body but it had stretch
- means that jeans got tighter while still feeling comfortable
- skinny jeans had comeback but now associated with the punks (another counterculture movement)
2000s: skinny jeans
- celebrity culture goes into overdrive during the noughties which lead to their widespread adoption in mainstream fashion
- Hedi Slimane (creative director of Dior Homme at the time) known as the skinny jeans guru
- he managed to make his skinny aesthetic desirable by blending it with the world of pop and music (e.g. Kate moss wore his tight pieces along with others)
- rock bands still wore tighter fitting jeans (liked the skinny, unbranded look)
2010s:
- became a staple in many people’s wardrobes for both men and women
- skinny jeans became the ultimate norm
- they took over the trouser markets
2020:
- body positivity movement & pandemic contributed to fall of the skinny jeans
- now roomier denim is the trend
- Gen z wear baggier styles like mom-jeans and wide leg jeans come into fashion due
- escalated by social media
- was bound to happen anyway due to trend cycles
What 3 things does a businesses have to do to be successful?
- what is this process called?
- how do a business communicate their products? what does it show?
- how is this reinforced?
- what must a product do to in order for them to make repeat purchases?
ATTRACT customers
ENGAGE with them
& get them to BUY products
- this is known as marketing
- by participating in advertising and promotional activities= shows what the business is offering
- reinforced through contact with potential shoppers
- satisfy their needs
In sales & marketing what is meant by ‘fad’? (give an example)
A fad product is introduced into a store, quickly rises to best seller than almost immediately declines and is unlikely to reappear
e.g. leg warmer - popular in the 80s
In sales & marketing what is meant by ‘classic’? (give an example)
A standard product is introduced into stores slowly, moves up to a top seller then quickly declines, but unlike fad may reappear in later years
e.g. wool-button up cardigans= worn every year but never seem to go out of fashion & trench coats
In sales & marketing what is meant by ‘standard’? (give an example)
A classic product is introduced into a store, slowly increases and declines at an average rate but never drops off the scale completely. Its top selling point is lower than a fad but keeps on selling.
e.g. flared trousers called ‘flares’= have lasted over several years during the 70s but then declines however are starting to pick up again over the past decades
What are the 4 P’s?
- briefly describe them
- Promotion
- e.g. window displays, carrier bags, magazines, buses, in store promotions - Price
- e.g. price of product, price of overheads like employees rent and bills, price of delivery - Place
- e.g. location of shop (big city/small village), place in shop where product is kept like the window display for more popular styles, customer service - Product
- e.g. what is being sold, its packaging, Is the brand a product that the consumer is buying into?
Why is market research carried out?
To identify the opportunities to develop a product that will meet the requirements of consumers and be attractive to buy
What is meant by brand identity?
- what are the values and style of the brand seen?
- what 2 do they convey to the consumer?
- give an example of a brand with an impactful brand identity?
A set of principles guiding the business or company
- in the product design
1. How they conduct their business
2. How they publicise it
- Patagonia
Customer identification:
What things (5) must you find out about the customers?
- age
- gender
- location
- interest
- lifestyle
What do larger companies do to build up a customer profile?
Surveys & Questionnaires
What is modern technology used for in marketing?
(2 main things)
- Collect data to make customer profiles
- Build up information about customer shopping
What does labelling products do? (2 things)
- give 2 examples of brands that label their clothes in a visible way
Identifies the product brand and promotes the business
- e.g. Superdry & Levis
Why is product packaging important?
- protects product on its journey from manufacturer to consumer
- provides an opportunity to promote the product and business
