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
