What Are the Different Types of Fashion Marketing Jobs?
The core essence of fashion marketing is prominently reflected in the three golden triangle relationships: one is the linkage relationship between culture, brand and marketing on the marketing concept; the second is the linkage relationship between positioning, design and communication on the marketing strategy; the third is the marketing element The relationship between fashion, emotion, and experience. The relationship between culture, brand and marketing ultimately comes down to one point: creating unique value for consumers! Excellent brands are all based on a culture with a deep foundation, and successful marketing is based on highly valued brands. And marketing is constantly conveying unique cultural ideas and brand appeals to target audiences. Marketing built on the basis of culture and brand is truly dynamic marketing.
Fashion marketing
- Fashion is a ticket for consumers to enter a "fashionable social circle". Whether they can understand consumer behavior in depth and find the fashion forces and elements that drive consumer behavior is an important factor in examining the marketing capabilities and standards of enterprises.
- China will become the largest luxury market in the near future, and among them, "fashion" is the most core word, and fashion value is one of the basic values pursued by consumers. A lot of cultural content and artistic atmosphere also means that they can be imprinted on consumers' minds. Especially in the current Chinese market, it will bring unprecedented opportunities and innovation space for Chinese companies.
- The relationship between culture, brand and marketing ultimately comes down to one point: creating unique value for consumers! Excellent brands are all based on a culture with a deep foundation, and successful marketing is based on highly valued brands. And marketing continues to spread to the target audience
- The core essence of fashion marketing is embodied in three golden triangle relationships: first, the linkage relationship between culture, brand, and marketing in the marketing concept; second, the linkage relationship between positioning, design, and communication in marketing strategy; third, the marketing element The relationship between fashion, emotion, and experience.
- Linkage of culture, brand and marketing
- The relationship between culture, brand and marketing ultimately comes down to one point: creating unique value for consumers! Excellent Brand None
- Fashion strategy of "pursuing longing stage"
- The Chinese public's willingness to pursue fashion is relatively strong, and self-fashion brings a strong sense of satisfaction, but participation in fashion consumption is still low. Therefore, China's current fashion consumption should be positioned at the "pursuit yearning stage".
- The high desire of Chinese consumers to pursue fashion will lead to their discernment of fashion information, fashion concepts and fashion styles. On the one hand, it means that companies inject new fashion elements into marketing and integrate fashion concepts into product innovation. , Can be easily favored by consumers; the second aspect, companies in the brand elements, need to integrate consumer needs at any time, in the Chinese market, the same thing can only make companies and consumers distance, because they are eager to Enjoy more fashion elements in their own lives, which will make them feel good value for money. In the third aspect, due to the lack of deep understanding and awareness of fashion, Chinese consumers use marketing in the end to consumers. Conduct coaching, guide new product concepts through advertising, promotions, etc., and they will soon accept them.
- Value the value of fashion communication platforms
- The Chinese public's attention to fashion information is at a relatively high level, and it is highly concerned about all forms of fashion information, including television fashion shows and newspaper fashion reports.
- What's interesting is that many consumers have popular entertainment programs such as "Super Girl", "Dream
- Buy and sell your dream brand
- The evolution of marketing theory from 4P to 4C, 4R highlights the marketing practice from product-oriented to customer-oriented
- Fashion marketing
- Under the concept of brand marketing, many fashion brands have become synonymous with fashion lifestyle with their unique brand connotations. Brand influence is far beyond products. Brand value, not product value, becomes the basis for consumers to pay. So was Disney, so was Virgin, and so was Martha Stewart. Today, we know that Louis Vuitton does not sell women s handbags but Style, Status, Unfulfilleddreams (style, fashion, social status, unfulfilled dreams). Giordano sells not casual clothing but casual culture. Not coffee but a unique consumer experience and lifestyle ... From this perspective, it is not difficult to understand the strategic value of Starbucks' entry into the music industry.
- Defining the market with creative products
- The classic STP marketing theory emphasizes the inherent logical relationship of "market segmentation-target market selection-product market positioning". Based on scientific market segmentation, it chooses to determine the target market, and then conducts scientific research based on the target market's consumer demand and consumption characteristics. Product Positioning. While Apple, Sony, Samsung, BenQ and other fashion brands creatively define the market with their products, they set off a frenzy in the consumer market through outstanding brand creativity and product design, and tightly gather fashion groups and passionate groups pursuing consumer fashion around them. To create a huge fashion consumer market.
- The rapid rise of the BenQ brand vividly illustrates the logic of fashion brands defining the market. Adhering to the fashion concept of "even technology necessities must be three points more luxurious than others", BenQ creatively developed a "red emotional consumer market" in the high-tech industry where technology is king, and "blue rational marketing" to high-tech industries Of traditional logic presents new challenges.
- Changing technology products into fashion accessories
- The traditional technology products differentiated by performance and technology index are given humanized connotation, making technology products a popular accessory for consumers' fashion life, a unique landscape of the modern high-tech product consumer market, and an important logical concept of fashion marketing innovation. .
- Among mobile phone manufacturers, Nokia, which adhered to the concept of "people-oriented technology," first realized that the essential connotation of mobile phones to consumers was fashion accessories rather than technical products. In the MP3 market, Apple was the first to shape the iPod into a stylish accessory with a wider range of stylish features than a music player.
- Creating potential consumer demand
- It is not an important logical idea for Sony Ericsson and Samsung to rise obviously in the global mobile phone market, not to meet the unmet real needs of consumers, but to create undiscovered potential needs of consumers.
- The Sony Ericsson mobile phone that combines the advantages of Sony's fashion design and the advantages of Ericsson's mobile communication technology has become a model of fashion marketing that leads consumer fashion and creates consumer demand.
- Samsung, which launches 30 new mobile phones a year, is a model for creating demand. Relying on the cool experience and "drooling" industrial design, Samsung has quickly become a global leading brand leading the fashion of mobile phone consumption. Taking the domestic CDMA market as an example, Samsung has several "China's first", including the first CDMA1X mobile phone, the first CDMA smartphone, the first CDMA / GSM dual-mode mobile phone, and the first CDMA megapixel mobile phone.
- Realize effective connected value
- The theory of fashion marketing believes that modern consumers are so closely connected to various interfaces that they have become a self-controlling life that needs to live on every technical level. The distinctive feature of this kind of consumers is that they are willing to be associated with various technologies at all times to achieve effective association value.
- The success of Apple's iPod is largely a manifestation of this logic. Apple's iPod completely overturns the traditional thinking of "providing customers with a technical product". It not only relies on very avant-garde industrial design, but also organically integrates with the world's top music companies to make mature technology (iTune software) and the latest product design ( iPod) and content (music) to achieve a perfect and brand-new combination, thus giving consumers "unprecedented power"-freedom and freedom, to provide the "new and new humanity" with the most important related values, including technical and social life . [3]