APPAREL-INDUSTRY

(SALES & MARKETING)

    Hello Everyone!!!! I hope all are doing well . Till now we have learnt all sectors of an Apparel Industry Manufacturing process and how work flow has been maintained with standard process. Now when Garments are design and manufactured. So They need to be sold  for that there is a complete process from how a garment reaches from manufacturer to customer. The term is known as retail. So without wasting time lets start…

Fashion marketing is the process of managing the flow of merchandise from the initial selection of designs to be produced to the presentation of products to retail customers, with the goal of maximizing a company’s sales and profitability. Successful fashion marketing depends on understanding consumer desire and responding with appropriate products. Marketers use sales tracking data, attention to media coverage, focus groups, and other means of ascertaining consumer preferences to provide feedback to designers and manufacturers about the type and quantity of goods to be produced. Marketers are thus responsible for identifying and defining a fashion producer’s target customers and for responding to the preferences of those customers.

Marketing operates at both the wholesale and retail levels. Companies that do not sell their own products at retail must place those products at wholesale prices in the hands of retailers, such as boutiques, department stores, and online sales companies. They use fashion shows, catalogs, and a sales force armed with sample products to find a close fit between the manufacturer’s products and the retailer’s customers. Marketers for companies that do sell their own products at retail are primarily concerned with matching products to their own customer base. At both the wholesale and the retail level, marketing also involves promotional activities such as print and other media advertising aimed at establishing brand recognition and brand reputation for diverse characteristics such as quality, low price, or trendiness.

Closely related to marketing is merchandising, which attempts to maximize sales and profitability by inducing consumers to buy a company’s products. In the standard definition of the term, merchandising involves selling the right product, at the right price, at the right time and place, to the right customers. Fashion merchandisers must thus utilize marketers’ information about customer preferences as the basis for decisions about such things as stocking appropriate merchandise in adequate but not excessive quantities, offering items for sale at attractive but still profitable prices, and discounting overstocked goods. Merchandising also involves presenting goods attractively and accessibly through the use of store windows, in-store displays, and special promotional events. Merchandising specialists must be able to respond to surges in demand by rapidly acquiring new stocks of the favoured product. An inventory-tracking computer program in a department store in London, for example, can trigger an automatic order to a production facility in Shanghai for a certain quantity of garments of a specified type and size to be delivered in a matter of days.

By the early 21st century the Internet had become an increasingly important retail outlet, creating new challenges (e.g., the inability for customers to try on clothes prior to purchase, the need for facilities designed to handle clothing returns and exchanges) and opening up new opportunities for merchandisers (e.g., the ability to provide customers with shopping opportunities 24 hours per day, affording access to rural customers). In an era of increasingly diverse shopping options for retail customers and of intense price competition among retailers, merchandising has emerged as one of the cornerstones of the modern fashion industry.

Fashion shows

Fashion designers and manufacturers promote their clothes not only to retailers (such as fashion buyers) but also to the media (fashion journalists) and directly to customers. Already in the late 19th century, Paris couture houses began to offer their clients private viewings of the latest fashions. By the early 20th century, not only couture houses but also department stores regularly put on fashion shows with professional models. In imitation of Parisian couturiers, ready-to-wear designers in other countries also began mounting fashion shows for an audience that combined private clients, journalists, and buyers. In the late 20th and early 21st centuries, fashion shows became more elaborate and theatrical, were held in larger venues with specially constructed elevated runways (“catwalks”) for the models, and played an increasingly prominent role in the presentation of new fashions.

By the early 21st century, fashion shows were a regular part of the fashion calendar. The couture shows, held twice a year in Paris (in January and July) by the official syndicate of couture designers (comprising the most exclusive and expensive fashion houses), present outfits that might be ordered by potential clients but which often are intended more to showcase the designers’ ideas about fashion trends and brand image. Ready-to-wear fashion shows, separately presenting both women’s and men’s wear, are held during spring and fall “Fashion Weeks,” of which the most important take place in Paris, Milan, New York, and London. However, there are literally dozens of other Fashion Weeks internationally—from Tokyo to São Paolo. These shows, of much greater commercial importance than the couture shows, are aimed primarily at fashion journalists and at buyers for department stores, wholesalers, and other major markets. Extensively covered in the media, fashion shows both reflect and advance the direction of fashion change. Photographs and videos of fashion shows are instantaneously transmitted to mass-market producers who produce inexpensive clothing copied from or inspired by the runway designs.

Media and marketing

Media of all kinds are essential to the marketing of fashion. The first dedicated fashion magazines appeared in England and France in the late 18th century. In the 19th century, fashion magazines—such as the French La Mode Illustrée, the British Lady’s Realm, and the American Godey’s Lady’s Book—proliferated and flourished. Featuring articles, hand-coloured illustrations (known as fashion plates), and advertisements, fashion magazines—together with other developments such as the sewing machine, department stores, and ready-to-wear clothing produced in standard sizes—played a significant role in promoting the democratization of fashion in the modern era. The development of effective and inexpensive methods of reproducing photographs in print media in the early 20th century led to the rise of fashion photography and of heavily illustrated fashion magazines such as Vogue. Magazine advertising rapidly became a principal marketing tool for the fashion industry.

The creation of cinema newsreels—short motion pictures of current events—and the rise of television made it possible for people all over the world to see fashion shows and to imitate the fashionable clothing worn by celebrities. The dominance of visual media continued in the Internet age, with fashion blogs emerging as an increasingly important means of disseminating fashion information. Red-carpet events such as awards ceremonies provide an opportunity for celebrities to be photographed wearing designer fashions, thus providing valuable publicity to the designers.

World Fashion

Most people in the world today wear what can be described as “world fashion,” a simplified and very low-cost version of Western clothing, often a T-shirt with pants or a skirt, manufactured on a mass scale. However, there are also numerous smaller and specialized fashion industries in various parts of the world that cater to specific national, regional, ethnic, or religious markets. Examples include the design, production, and marketing of saris in India and of boubous in Senegal. These industries operate in parallel with the global fashion industry on a minor and localized scale.

One significant development in the field of ethno-religious dress was widespread adoption of the hijab (religiously appropriate attire) among Muslim women not only in the Middle East but throughout the Islamic world in the early 21st century. With millions of Muslim women living in numerous countries worldwide, veiling norms and styles are myriad. For some, veiling can mean a withdrawal from the vicissitudes of fashion altogether. Other women, including those for whom modest garments are obligatory in public, may wear fashionable European styles underneath their more conservative street attire. Still others have sought looks that are themselves both chic and modest. At the beginning of the 21st century the international market for modest fashions was growing. Muslim and non-Muslim designers produced a widening selection of appropriate and stylish looks, and numerous fashion blogs and magazines targeting Muslim women became available. Some designers and manufacturers confronted not only the aesthetics of modest attire but also the practical challenges associated with conservative dress, as seen in efforts to produce modest yet effective swimwear and sportswear for Muslim female athletes.

The Fashion System

The fashion industry forms part of a larger social and cultural phenomenon known as the “fashion system,” a concept that embraces not only the business of fashion but also the art and craft of fashion, and not only production but also consumption. The fashion designer is an important factor, but so also is the individual consumer who chooses, buys, and wears clothes, as well as the language and imagery that contribute to how consumers think about fashion. The fashion system involves all the factors that are involved in the entire process of fashion change. Some factors are intrinsic to fashion, which involves variation for the sake of novelty (e.g., when hemlines have been low for a while, they will rise). Other factors are external (e.g., major historical events such as wars, revolutions, economic booms or busts, and the feminist movement). Individual trendsetters (e.g., Madonna and Diana, princess of Wales) also play a role, as do changes in lifestyle (e.g., new sports such as skateboarding) and music (e.g., rock and roll, hip-hop). Fashion is a complex social phenomenon, involving sometimes conflicting motives, such as creating an individual identity and being part of a group, emulating fashion leaders and rebelling against conformity. The fashion industry thrives by being diverse and flexible enough to gratify any consumer’s desire to embrace or even to reject fashionability, however that term might be defined.

So once again lets see 10 effective ways in detail which is required for building a Fashion Brand in todays modern workd.

1: Create a Website

Women’s Wear Daily reported that more than 1,875 fashion stores closed last year, yet according to Statista, revenue in the fashion segment is expected to increase from £360.7B in 2018 to £534.5B in 2022. This seems contradictory — how is revenue increasing if so many stores are closing? The internet. Shopping habits have changed and consumers are increasingly preferring to shop online rather than visiting a physical location. For you, this means getting a website if you don’t already have one; this means going from a fashion brand to a fashion eCommerce brand.

2: Have a Mobile Presence

Now that you (hopefully) have a website, we move to digital marketing for the fashion industry. Similar to our propensity for online shopping, we’re substituting keyboards for screens and are opting to browse the web with our smartphones rather than desktops. As a fashion brand, this means getting a responsive website that resizes content according to the screen it resides in. Not doing so will lead to subpar experience for your mobile users, which will deter them from further interactions with your brand. This is especially important in the fashion industry because many consumers see things they like as they go about on their day, and if they happen to see something you offer but can’t load it on your site, you can be they’ll go to a competitor.

3: Social Media Marketing

Social media marketing for fashion brands is an absolute must. Not only can you use it to connect with your audience and build a relationship with them, but you can also use certain platforms like Instagram to show off and promote your products. Additionally, you can integrate your store with certain channels like Facebook, Instagram and Pinterest, meaning that if your audience sees something they like as they browse through your catalogue, they can buy it right then and there.

4: Became an Influencer to Your Brand

Speaking of social media, some of the best fashion social media campaigns revolve around influencers. For those who don’t know, influencers are people within your industry/niche who have large fan followings and command attention — when an influencer posts, others follow. For example, one of the best ways to promote your clothing line is to get an influencer to Tweet pictures of them wearing some of your clothes. At the end of the day, influencer marketing is like high school; influencers are the popular kids and their followers are the other kids who emulate them and want to be just like them.

 

5: Leverage the Latest Technologies

We’re currently in the midst of a technological revolution marked by rapid advancements in technologies like artificial intelligence (AI). For example, chatbots. Chatbots act like 24/7 customer service reps that guide your customers through their journey to checkout as soon as they land on your site. If your users have a question, they’re there to answer it. And if they don’t have the capability to answer that question, a human rep can take over.

6: Personalise Everything

Shopify reports that 43% of purchases are influenced by personalised recommendations or promotions, and that 75% of consumers want brands to personalise messages, offers and experiences. What’s important to note here apart from the fact that personalisation will help you sell more is that consumers don’t just want personalised messages with their name; they want their whole experience with you to be personal. They want you to know them and their preferences, and if you’re going to promote something, you better make sure it’s something they’re interested in. When it comes down to it, personalisation is what creates successful fashion marketing campaigns.

7: Remarket to Your Users

The beauty of remarketing is that you’re targeting people who have already visited your website in the past, so right off the bat you know that there’s something there for you to work with. Additionally, you’re increasing the chances of a conversion over a normal ad because you’re showing them something they were already looking at on your website, not a random item they may or may not be interested in. Remarketing, then, gives you more brand exposure, better audience targeting, higher conversion rates and improved ROI.

8: Focus on Your Visuals

Visuals are important for all brands, but more so for fashion brands that depend on aesthetics to attract and keep customers. If you upload something that’s meant to be seen, whether it’s an image or a video, make sure it’s high quality and looks good. These may seem like no-brainers, but you’d be surprised at the amount of brands with pixelated or blurry images that paint their products in an unflattering light. Don’t be like them — always capture as many angles as possible and let your products speak for themselves.

9: Start Blogging

Ask any digital agency to name you a few fashion brand must-dos and they will undoubtedly tell you to start a blog. As a hallmark of content marketing that does everything from improving your organic search rankings to exposing new users to your brand, blogging is one of the most important marketing tools you have at your disposal. For starters, every blog post creates a new landing page for your audience to find you with. Moreover, you can use a blog to disseminate any news or updates you may have, introduce new styles with a couple of HD images to show them off, or help your audience with some style guides as the seasons change.

10: Have a Contest or Giveaway

Finally, the last fashion brand marketing strategy we’ll cover today is to start a contest or giveaway. Whether it’s to promote a new product, celebrate a holiday, or simply just because, contests and giveaways are excellent ways of acquiring new customers and engaging with existing ones. The best past? They’re perfect for fostering brand awareness and growing both your audience and business. Apart from the buzz you’ll generate around your brand and products, you can have participants enter the promotion by signing up for an email newsletter, liking or sharing a social page, and so on, which can give you valuable consumer data you can use to tailor your marketing strategy down the line.

THE END