Concepts in Fashion Marketing

As we know, marketing is concerned with meeting the needs, wants, and demands of your targeted consumer. These goals are accomplished using the marketing mix, which includes a range of activities including:

Distribution management and the convenience and availability of the product,
Product development with a consumer focus,
Communications between the brand and the consumer, and
The costs and value to the consumer.

Furthermore, the global marketplace, the globalization of the Internet, and the competitive nature of the fashion industry requires that the marketing mix be consumer centric and focused on niche markets rather than catering to mass markets.

So how does a fashion brand become sustainable and is effective at its marketing strategy? That's where a marketing plan is critical. In addition to having a formal and comprehensive business plan that outlines the goals and strategic direction of the organization, a viable strategy for being distinct among the competition, and financial forecasts, the business plan should also include a marketing plan that stands alone yet is a part of the business plan. The marketing plan should address all of the components of the marketing mix mentioned above and should serve as a blueprint for how the brand will position itself in the marketplace.

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