7. Public interaction - marketing & research Flashcards

1
Q

What is meant by technology-push?

A

New technological advances or innovations in materials that lead to the creation of new fashion products

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2
Q

Give 3 examples of technology-push?

A

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

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3
Q

What is meant by market-pull?

A

New products or trends that are developed in response to consumer preferences, needs or societal trends.

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4
Q

What are designers responses to market-pull?

A

They create products to meet those needs

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5
Q

Give 3 examples of market-pull?

A

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

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6
Q

What is the difference between Technology-push and Market-pull?
What are both driven by?

A

Technology-push is driven by technology and materials WHILST Market-pull is driven by consumer demands or social trends

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7
Q

What’s an example of a product in the fashion industry that has gone through both Technology-push and Market-pull?

A

Levis 501s

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8
Q

What’s an enterprise?

A

A business that sells products or services to make a profit

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9
Q

Examples of fashion & textiles enterprises

A
  • 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)
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10
Q

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?

A

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
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11
Q

Where are advertising & promotion found?

A
  • social media (e.g. Instagram & TikTok)
  • online pop-up adverts
  • promotional events
  • media adverts (newspapers, TV, radio)
  • shop-front displays
  • display boards
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12
Q

What is meant by brand identity?

A

The distinctive and memorable style, ethos and values of a business

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13
Q

What’s an example of a brand with an impactful brand identity?

A

Patagonia

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14
Q

Describe fashion cycles (4 steps)
- give a real life example

A
  1. New fashion initially worn by a few trendsetters (e.g. celebrities)
  2. It then becomes increasingly popular for a period of time
  3. it reaches a peak of fashion
  4. It then starts declining and then disappearing
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15
Q

Describe the fashion cycle of skinny jeans:
- 1950s
- 1970s
- 1980s
- 2000s
- 2010
- 2020

A

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

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16
Q

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?

A

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
17
Q

In sales & marketing what is meant by ‘fad’? (give an example)

A

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

18
Q

In sales & marketing what is meant by ‘classic’? (give an example)

A

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

19
Q

In sales & marketing what is meant by ‘standard’? (give an example)

A

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

20
Q

What are the 4 P’s?
- briefly describe them

A
  1. Promotion
    - e.g. window displays, carrier bags, magazines, buses, in store promotions
  2. Price
    - e.g. price of product, price of overheads like employees rent and bills, price of delivery
  3. 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
  4. Product
    - e.g. what is being sold, its packaging, Is the brand a product that the consumer is buying into?
21
Q

Why is market research carried out?

A

To identify the opportunities to develop a product that will meet the requirements of consumers and be attractive to buy

22
Q

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

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

23
Q

Customer identification:
What things (5) must you find out about the customers?

A
  • age
  • gender
  • location
  • interest
  • lifestyle
24
Q

What do larger companies do to build up a customer profile?

A

Surveys & Questionnaires

25
What is modern technology used for in marketing? (2 main things)
1. Collect data to make customer profiles 2. Build up information about customer shopping
26
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
27
Why is product packaging important?
- protects product on its journey from manufacturer to consumer - provides an opportunity to promote the product and business
28