•••
D. Adcock, A. Halborg, C. Ross. Marketing Principles and Practice, Financial Times/Prentice Hall, 2001
Teri Agins, The End of Fashion, HarperCollins, 2000
Michael J. Baker, The Marketing Book, Financial Times/Prentice Hall, 2001
J.A. Bell, Silent Selling: Best Practices and Effective Strategies in Visual Merchandising, Fairchild, 2006
Sandy Black, Eco-chic: The Fashion Paradox, Black Dog Publishing, 2008
Sandy Black, Knitwear in Fashion, Thames & Hudson, 2002
Sarah E. Braddock Clarke and Marie O’Mahony, Techno Textiles 2: Revolutionary Textiles for Fashion and Design: Bk 2, Thames & Hudson 2007
Evelyn L. Brannon, Fashion Forecasting: Research, Analysis, and Presentation, Fairchild Books; 2nd revised edition, 2005
Michael Braungart, William McDonough. Cradle to Cradle: Remaking the Way We Make Things, Vintage, 2009
Martin Butler. People don’t buy what you sell: They buy what you stand for, Management Books 2000 Ltd, 2005
Leslie de Chernatony & Malcolm McDonald, Creating Powerful Brands, Butterworth-Heinemann, 3rd edition 2003
Michel Chevalier & Gerald Mazzalovo. Luxury Brand Management, John Wiley & Sons 2008
Pamela N. Danziger. Let Them Eat Cake: Marketing Luxury to the Masses – as Well as the Classes, Dearborn Trade Publishing, 2005
Scott M. Davis & Michael Dunn. Building the Brand-driven Business. Jossey-Bass. 2002
Kate Fletcher. Sustainable Fashion and Textiles: Design Journeys, Earthscan Publications Ltd, 2008
Mary Gehlhar, The Fashion Designer Survival Guide: An Insider’s Look at Starting and Running Your Own Fashion Business, Kaplan Publishing, 2005
Malcolm Gladwell, The Tipping Point, Abacus, 2000
Seth Godin. Purple Cow, Penguin Books, 2005
Helen Goworek. Fashion Buying, Blackwell Science, 2001
Helen Goworek. Careers in Fashion & Textiles, Blackwell Publishing, 2006
Eric von Hippel. Democratising Innovation, MIT Press, 2005.
Jeff Howe. Crowdsourcing: Why the Power of the Crowd is Driving the Future of Business, Crown Business, 2008
Neil Howe and William Strauss. Millennials Rising, Vintage Books, 2000
Mark Hughes, Buzzmarketing: Get People to Talk About Your Stuff, Portfolio, 2005
Tim Jackson and David Shaw. Mastering Fashion Buying and Merchandising Management, Macmillan, 2001
Tim Jackson and David Shaw, The Fashion Handbook, Abingdon, Routledge, 2006
Sue Jenkyn Jones. Fashion Design, Laurence King, 2nd edition, 2005
Richard M. Jones, The Apparel Industry, Blackwell Publishing Ltd, 2nd edition, 2006
Jean-Noël Kapferer. Strategic Brand Management, The Free Press, 1992
J.N Kapferer & V. Bastien, The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page, 2009
Philip Kotler. Marketing Management: Analysis Planning, Implementation and Control, Prentice Hall, 1994
Philip Kotler, FAQs on Marketing, Marshall Cavendish Business, 2008
P. Kotler, G. Armstrong, V. Wong, J. Saunders. The Principles of Marketing, Financial Times/Prentice Hall, 2008
Suzanne Lee, Warren de Preez, Fashioning the Future: Tomorrow’s Wardrobe, Thames & Hudson, 2007
Martin Lindstrom, Buyology: How Everything We Believe About Why We Buy Is Wrong, Random House Business, 2008
Margaret McAlpine, So You Want to Work in Fashion?, Hodder Wayland, 2005
Malcolm McDonald, On Marketing Planning: Understanding Marketing Plans and Strategy, Kogan Page. 2007
Geoffrey Miller Spent: Sex, Evolution and the Secrets of Consumerism, William Heinemann Ltd, 2009
David Meerman Scott. The New Rules of Marketing & PR, John Wiley & Sons, 2007
Tony Morgan. Visual Merchandising, Laurence King, 2008
Bethan Morris, Fashion Illustrator, Laurence King, 2nd edition, 2010
Don Tapscott. Grown up digital, McGraw Hill, 2009
Wally Olins, Wally Olins: The Brand Handbook, Thames & Hudson, 2008
Faith Popcorn, EVEolution: The Eight Truths of Marketing to Women, HarperCollins Business, 2001
A. Ries, J. Trout. Positioning: The Battle for Your Mind, McGraw-Hill Professional, 2001
Lon Safko, David K Brake. The Social Media Bible: Tactics, Tools and Strategies for Business Success. John Wiley & Sons, 2009
Marian Salzman & Ira Matathia, Next Now: Trends for the Future, Palgrave Macmillan, 2008
Bernd H. Schmitt. Experiential Marketing, The Free Press, 1999
Robert Scoble & Shel Israel. Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers, John Wiley & Sons, 2006
Simon Seivewright, Basics Fashion Design: Research and Design, AVA Publishing, 2007
Michael R. Solomon and Nancy J. Rabolt. Consumer Behaviour in Fashion, Prentice Hall, 2008
Mark Tungate. Fashion Brands, Kogan Page, 2004.
Sophie Sheikh. The Pocket Guide to Fashion PR, Preo Publishing, 2009
Rosemary Varley. Retail Product Management, Routledge, 2002
R Varley and M Rafiq. Principles of Retail Management, Palgrave Macmillan, 2004
Peter Vogt, Career Opportunities in the Fashion Industry, Checkmark Books, 2nd revised edition, 2007
Nicola White and Ian Griffiths. The Fashion Business. Theory, Practice, Image. Berg, 2000
Judy Zaccagnini & Irene M. Foster, Research Methods for the Fashion Industry, Fairchild, 2009
1 Structure of the Fashion Market |
|
p12 |
LVMH First half results for 2009. |
p14 |
Christian Dior 2008 Annual Report. |
p15 |
Value Clothing Retailers Shine Amid Recession. Just-style.com (22.09.09). |
p17 |
|
p18 |
Mintel report on ethical clothing 2009. |
p23 |
American Apparel and Footwear Association, Trends: An Annual Statistical Analysis of the U.S. Apparel and Footwear Industries, 2007 Edition. |
2 The Marketing Toolkit |
|
p26 |
Philip Kotler quote: FAQs on Marketing, Marshall Cavendish Business, 2008. |
p27 |
Martin Butler quote: People don’t buy what you sell: They buy what you stand for, Management Books 2000 Ltd, 2005. |
p29 |
Seth Godin quote: Purple Cow, Penguin Books, 2005. |
p30 |
Mark Hughes quote: Buzzmarketing: Get People to Talk About Your Stuff, Portfolio 2005. |
p34 |
Neil H. Borden quote: The Concept of the Marketing Mix, Journal of Advertising Research, Cambridge University Press 1964. |
p53 |
Ries & Trout quote: Positioning: The Battle for Your Mind, McGraw-Hill Professional 2001. |
The concept of Positioning was developed by Ries & Trout and first took hold in 1972 with a series of articles entitled The Positioning Era, published in Advertising Age. |
|
p57 |
Lisa Armstrong quote: Asos.com: As Seen on the Screens of the Fashion Savvy, www.timesonline.com (21.01.09). |
3 Research and Planning |
|
p62 |
Philip Kotler quote cited by G. Lancaster & P. Reynolds. Management of Marketing (2005). |
p71 |
The North Face – Sustainable Store, JGA Press release 2009. www.jga.com |
p87 |
Uniqlo Reigning Supreme. W. David Marx, www.thebusinessoffashion.net (25.01.09). |
p88 |
Retail insight on Uniqlo and Japanese consumer market. www.japanconsuming.com (06.01.09). |
p96 |
Stuart Rose quoted in The Financial Times, ‘M&S admits Shanghai errors. Patti Waldmeir’ (10.02.09). |
4 Understanding the Customer |
|
p105 |
John Rocha quote: The Times Magazine (22.09.07). |
p109 |
Erdem Moralioglu quoted in Elle Magazine 2007. |
p109 |
Quote by Douglas posted on www.jonathanpontell.com. Jonathan Pontell is a cultural historian and writer whose website has a section devoted to information on Generation Jones. |
p110 |
The Bosanquet & Gibbs report, Class of 2005: The IPOD generation was published by the influential think-tank, Reform in 2005. www.reform.co.uk |
p113 |
It is estimated that every year in the UK consumers purchase two million tonnes of clothes of which 1.2 million tonnes end up in landfill. |
p113 |
The term ‘conspicuous consumption’ was coined by Thorstein Veblen in The Theory of the Leisure Class (1899). |
p115 |
Jennings sourced information from Drapers article: ‘Portas Says Future is Bright for UK’s Indies’. Khabi Mirza. (24.11.07). |
p121 |
Information on Generation G can be found on www.trendwatching.com |
5 Introduction to Branding |
|
p128 |
Chartered Institute of Marketing online pamphlet, How Brands Work. www.cim.co.uk |
p134 |
Quotation: The Economic Importance of Brands – Seven Reasons Why Brands Really Matter, Clamor Gieske of FutureBrand, The British Brands Group 2004. |
p146 |
Harmonizing Your Touchpoints, Scott Davis & Tina Longoria. Brand Packaging 2003 www.prophet.com |
p150 |
Strategic Brand Management, Kapferer 1992. Kapferer attributes this new view of USP to Ted Bates. |
p151 |
Danziger quote: Let Them Eat Cake: Marketing Luxury to the Masses – as Well as the Classes, Dearborn Trade Publishing, 2005. |
p152 |
Quotation by Sean Chiles of IPincubator, specializing in brand development and licensing. |
p155 |
Luxury Retailers Left High and Dry During Slowdown, Ann Hynek. www.foxbusiness.com (05.03.09). |
6 Fashion Promotion |
|
p 161 |
ZenithOptimedia sourced US advertising information from Magazine Publishers of America 2009 and UK data from Nielsen Media Research 2009. |
p165 |
For Luxury Brands, Less Money to Spend on Ads, Stephanie Clifford, www.nytimes.com (23.11.08). Clifford cites information from the Media Industry Newsletter. |
p.167 |
Tracking the Giants of Viral Video: New Data Insights, Abbey Klassen, Advertising Age. http://adage.com (07.06.09) Abbey Klassen interviews Matt Cutler VP of Visible Measures. |
p170 |
Levi’s Unbuttoned and Out of the Closet, Stuart Elliott, www.nytimes.com. (14.09.08). |
p170 |
Financial data; Levi Strauss & Co Annual Financial Report 2007. |
p170 |
According to research carried out by the Zandl Group, Levi’s lost 30 per cent market share for males aged 13–24 and 38 per cent for girls in the same age group in the year 1997–98. |
Denim Turned Every Which Way But Loose, Anne-Marie Schiro, www.nytimes.com (02.02.99). |
|
p171 |
CNBC American Originals: Levi’s, Sewing A Legend (2007). |
p172 |
This famous quote is most usually attributed to John Wanamaker who opened Philadelphia’s first department store, Wanamaker’s, in the second half of the 19th century. Wanamaker developed the first ever copyrighted store advertisements in 1874. |
Trade publications and magazines
Adbusters
Advertising Age
Adweek
Amelia’s Magazine
Arena
Bloom
Brand Republic
Daily News Record (DNR)
Dansk
Dazed and Confused
Drapers: The fashion business
The Economist
Elle
Encens
Fantastic Man
GQ
Harpers Bazaar
i-D
In Style
International Textiles
L’Officiel
Marketing Week
Nylon
Plastic Rhino
Pop
Purple
Retail Week
Selvedge
Sneaker Freaker
Tank
Textile View
V
View on Colour
Viewpoint
Visionaire
Vogue
Women’s Wear Daily (WWD)
Zoom on Fashion Trends
Useful addresses
UK
The British Fashion Council (BFC)
Somerset House, South Wing
Strand
London WC2R 1LA
tel +44 (0)20 7759 1999
The British Fashion Council provides support to emerging British fashion designers with schemes ranging from business mentoring and seminars to competitions and sponsorship.
Organizes the annual fashion awards and supports initiatives such as: estethica, Fashion Forward and NEWGEN.
Fashion Awareness Direct (FAD)
10a Wellesley Terrace
London N1 7NA
tel/fax: +44 (0)20 7490 3946
A charitable organization committed to helping young designers succeed in their careers by bringing students and professionals together at introductory events.
UKFT – Centre of the UK Fashion and Textile Industry
5 Portland Place
London W1B 1PW
tel +44 (0)20 7636 7788
fax +44 (0)20 7636 7515
UKFT advises members on running a business and supplying clothing and knitwear to the global marketplace. Its export division, UK Fashion Exports, gives advice on how to achieve sales in overseas markets.
US
Council of Fashion Designers of America (CFDA)
1412 Broadway, Suite 2006
New York NY 10018
+1 212 302 1821
A not-for-profit trade association that leads industry-wide initiatives and hosts the annual CFDA Fashion Awards, which recognize the top creative talent in the industry. Offers programmes to support professional development and offers scholarships, including the CFDA/Vogue Fashion Fund, the Geoffrey Beene Design Scholar Award, the Liz Claiborne Scholarship Award, and the CFDA/Teen Vogue Scholarship.
The American Apparel and Footwear Association (AAFA)
1601 No. Kent Street
12th floor
Arlington VA 22209
tel + 1 703 524 1864
The AAFA is a national trade association representing apparel and footwear companies and their suppliers.
United States Small Business Administration
26 Federal Plaza, Suite. 3100
New York, NY 10278
tel +1 212- 264-4354
fax +1 212- 264-4963
The SBA assists with small business start-up and development.
International fashion and textile trade fairs
The Accessories Show
New York & Las Vegas.
Atelier
Accessories and apparel trade show.
New York
Bread & Butter
Street and urban wear.
Berlin, Germany
CPD - Düsseldorf
International trade fair for womenswear and accessories.
Düsseldorf, Germany
CPH Vision
Exhibits established and up-and-coming contemporary fashion brands.
Copenhagen, Denmark.
CURVExpo
Designer lingerie and swimwear.
New York & Las Vegas
GlobalTex
LA International Textile and Sourcing Fair.
Los Angeles
Expofil
Yarn, fibre and knitwear show.
Paris
Futurmoda
Leather and footwear trade show.
Alicante, Spain.
HMD – Herrenmode Düsseldorf
International trade show for menswear and accessories.
Düsseldorf, Germany
Lineapelle
Trade fair for leather, accessories and components for footwear, leather goods, garments and furniture.
Bologna, Italy
London Edge
Street and clubwear trade show.
London
The Los Angeles International Textile Show (L.A. Textile)
Cutting-edge fashion direction, textiles and creative design resources from around the globe.
Los Angeles
www.californiamarketcenter.com
Modacalzado + Iberpiel
Footwear and leather goods.
Madrid, Spain
Modafabriek
Womenswear, menswear and children’s fashion.
Amsterdam
Pitti Immagine
Organize a wide range of fashion and textile fairs including:
Pitti Bimbo – Childrenswear
Pitti Filati – yarn show
Pitti Uomo – menswear
Pitti W – women’s pre-collection
All the above in Florence, Italy.
Modaprima – Apparel and accessories Milan
Première Vision
International fabric trade fair.
Paris
Pulse
Gifts, interior and fashion accessories.
London
Pure Womenswear
Womenswear, accessories and footwear.
London
Terminal 2
Denim and urban fashion brands.
Copenhagen, Denmark
Top Drawer
Gifts, interior and fashion accessories.
London
International fashion weeks
Amsterdam International Fashion Week
Audi Joburg Fashion Week, South Africa
www.africanfashioninternational.com
Bangalore Fashion Week, India
Cape Town Fashion Week, South Africa
www.africanfashioninternational.com
Colombo Fashion Week, Sri Lanka
Durban Fashion Week, South Africa
www.africanfashioninternational.com
Hong Kong Fashion Week
www.hktdc.com/fair/hkfashionweekfw-en/
Japan Fashion Week in Tokyo
Lakmé Fashion Week, Mumbai, India
London Fashion Week
Los Angeles Fashion Week
Mercedes-Benz Berlin Fashion Week
www.mercedes-benzfashionweek.com
Mercedes-Benz New York Fashion Week
Milan Fashion Week
Paris Fashion Week
Paris Haute Couture Fashion Week
Rome Haute Couture
Rosemount Australian Fashion Week
Stockholm Fashion Week
Wills Lifestyle India Fashion Week, New Delhi
Marketing, advertising and promotion associations
Advertising Research Foundation (ARF)
The American Marketing Association
Chartered Institute of Marketing
European Association of Communications Agencies (EACA)
European Interactive Advertising Association (EIAA)
Institute of Direct Marketing (IDM)
Institute of Practitioners in Advertising
Institute for Public Relations (IPR)
Institute of Sales Promotion (ISP)
International Licensing Industry Merchandisers’ Association (LIMA)
The Internet Advertising Bureau
Marketing Agencies Association Worldwide MAAW
PMA – The Association for Integrated Marketing
World Advertising Research Centre (WARC)
Trend forecasting and fashion intelligence
The Carlin Group
Colour & Trends
BrainReserve (Faith Popcorn)
The Future Laboratory
Li Edelkoort
Marian Salzman
www.mariansalzman.wordpress.com
Mudpie
Nelly Rodi
Pantone Inc
Peclers Paris
Promostyl
Stylesight
Trendstop
Trendzine
Trendwatching
WGSN
Fashion and textile market information
American Apparel and Footwear Association
Clothesource
Cotton Incorporated
The Doneger Group
Drapers
Euromonitor International
Fashion Incubator: industry information
Fashion Infomat
Fashion Reporter
Fibre2fashion
First Research
Just-style
Mintel Reports
My Fashion Life: industry analysis and news
NPD Group
TNS Worldpanel Fashion
The Tobé Report
Verdict Research
Women’s Wear Daily
Marketing, branding, advertising and retail information
Advertising Age
Adweek
The American Marketing Association
Brand Republic
Fashion Windows: Visual Merchandising
The Gallup Organization
Interbrand Brandchannel
Landor & Associates
The Market Research Society
The Retail Bulletin: Fashion Merchandising
Retail Week
Visual Store: Visual Merchandising
UnityMarketing
Wally Olins
World Luxury Association
www.worldluxuryassociation.org
Blogs, social networking and street fashion
Fashion social network.
HypeBeast
Japanese Streets
Lookbook
Mashable
Social media news and web tips.
The Sartorialist
www.thesartorialsit.blogspot.com
Sustainability and eco-fashion
Better Cotton Institute
British Association for Fair Trade Shops
Department for Environment, Food and Rural A airs
Eco Fashion World
Environmental Justice Foundation
Ethical Fashion Forum
Ethical Trading Initiative (ETI)
Fair Wear Foundation
Fashioning an Ethical Industry
www.fashioninganethicalindustry.org
Futerra Sustainability Communications
Global Organic Textile Standard (GOTS)
International Labour Organization
Material Connexion
Sustainable fabric library.
New Economics Foundation
Oeko-tex
Sets standards for manufacture.
Pesticide Action Network
Soil Association
Sustainable Cotton
United Nations – Global Compact
World Fair Trade Organization (WFTO)
Company profiles & data
Dun and Bradstreet
First Research
Hoover’s
LexisNexis
Zandl Group
Government census and trade data
US Census Data
UK National Statistics
Information on starting a fashion business
Designer Forum
www.emtex.org.uk/df/designerforum
Design Trust
Fashion Capital
Skillfast
The UK Department for Business, Innovation & Skills
Fashion recruitment agencies
Arts Thread:
Student and industry website.
Fashion Personnel
FJobs
Fusion Consulting
Indesign Recruitment
Jobs in Fashion
People Marketing
Retail Choice
Smith and Pye
Vanessa Denza
Advertising channel The medium by which an advert reaches the public; for example, cinema, magazine, internet or newspaper.
Advertising exposure The length of time an audience is exposed to an advert.
Advertising impacts The total number of separate occasions that a TV or radio commercial is viewed or heard by a target audience.
Advertising message The message conveyed by an advert.
Advertising reach The number of people within a target market exposed to an advert over a specific length of time.
Advertising Value Equivalent (AVE) Measurement to compare the cost effectiveness of PR against advertising.
Audience sentiment Audience opinion relating to a particular brand, advertising or PR campaign.
Brand A trademark name that distinguishes a product or brand company from others in the market.
Brand architecture The way a company structures and names its brands.
Brand awareness The number of customers or potential customers with awareness of a particular brand.
Brand equity A brand is a valuable asset to a company. The power of the brand name and the accumulated goodwill that exists towards a brand gives it an extra value known as brand equity.
Brand essence The essential nature of a brand. The core or heart of the brand expressed in clear and simple terms.
Brand extension Expansion of a brand by developing and selling new products in a broadly similar market. The term ‘brand stretching’ is used if a brand takes its name into a very different and unrelated market.
Brand identity The elements of a brand that define its identity, for example, identifying colours, logo, product, window displays and advertising. The brand’s identity is its fundamental means of consumer recognition and symbolizes the brand’s differentiation from competitors.
Brand image The consumer’s view and perception of a brand and its identity. For users of a brand this will be based on practical experience. For non-users it will be based on impressions gathered from media sources or the opinion of others.
Brand licensing A brand owner can lease the use of the brand name and logo to another company. A licensing fee or royalty rate will be agreed for the use of the brand name.
Brand loyalty Refers to how loyal consumers are to a brand. In the fashion market it is possible for consumers to be loyal to several brands simultaneously.
Brand management Strategic management of a brand. Brand managers ensure the identity and values of the brand are maintained.
Brand message This is the message that a brand organization wishes to communicate about the qualities and ideas behind the brand and its product. The message can be communicated via the logo, strapline, slogan and advertising as well as via the press.
Brand personality Brand personality works on the idea that a brand has a distinct personality and that it is possible to attribute human personality traits to a brand.
Brand positioning This is both the strategic management of a brand’s position relative to competitors in the market as well as the perception of the brand’s position in the mind of consumers. Positioning strategy is a key component of marketing and branding strategy.
Brand proposition Statement encapsulating what the brand offers its customers. It defines the brand benefits and what makes the brand unique.
Brand repositioning The process of redefining a brand’s identity and position in the market.
Brand strategy Refers to the strategic plan used to enable the development of a brand so that it meets its business objectives. The brand strategy should influence the total operation of a business and be rooted in the brand’s vision and values.
Brand touchpoints A brand touchpoint is a point of interaction between a brand and consumers, employees or stakeholders.
Brand values These form the code by which a brand operates. Internally, the brand values act as a benchmark to measure behaviours and performance. They should be connecting and engaging and can also be used to market and promote a brand to consumers.
Bricks and mortar retail Retail that takes place in-store as opposed to online.
Bridge line American term for diffusion line or a collection placed between designer and high-street fashion.
B2B (Business-to-business) Trading that takes place between one business and another.
B2C (Business-to-consumer) Trading that takes place between a business and the consumer.
Celebrity endorsement A celebrity signs a contract to act as a brand ambassador and to be seen wearing and advertising the brand.
Celebrity seeding A brand loans or donates product to a celebrity for free so that they are seen wearing the brand’s products.
Clip report A report giving information on the effectiveness of a PR campaign. Indicates which publications covered the story and their circulation figures.
Co-brand or Partnership brand A brand created when two brand names work together. Y3 by Yohji Yamamoto and adidas is an example.
Co-creation A company designs and creates its products with co-operation and input from consumers.
Column inches Indication of effectiveness of a PR campaign. Measures amount of column inches printed in press.
Comparative shopping (comp shop) Designers and fashion buyers research the marketplace to compare products and prices from competitors.
Competitive advantage A specific advantage one company or brand may have over competitors within the market.
Concession A store or department store leases space within their store to another brand.
Consideration set The set of potential brand or product choices a customer may consider when purchasing.
Consumer-generated media (CGM) Refers to web-content generated by consumers through blogs or sharing on social media websites.
Consumer profile Description of a typical customer or targeted customer. The profile is derived from analysis of market research data.
Cost per thousand (CPT) Calculation to determine the average cost of an advert reaching one thousand people within the target audience.
Cost-plus pricing Formula used to calculate minimum price at which a product must be sold in order to recoup original costs.
Country of origin effect (COOE) The perception that products made in certain countries may be of better quality, for example French perfume or Italian leather.
Crowdsourcing A company outsources design or other functions to the public, usually via the internet.
Customer pen portrait A written portrait used to describe a typical customer or core customer.
Customer segmentation Analysis of customers, grouping them into clusters with similar characteristics.
Demi-couture Luxury-level fashion positioned between couture and ready-to-wear.
Demographics Analysis of a population by gender, age, occupation and social class.
Differentiation Strategy used to ensure a brand and its products are distinct from those of competitors.
Diffusion line Collection developed by a designer or brand to be sold at a lower price than main collection; allows a wider range of customers to buy into the brand.
Direct marketing When a company markets directly to the end-consumer via mail outs, emails, text messages or magazine inserts.
Distribution channel Route by which product is distributed and reaches the market.
E-commerce Business and retail conducted via the internet.
End-consumer The eventual user or wearer of the product. It may not always be the customer: a baby may be the end-consumer but the mother might be the customer.
Endorsed brand Parent brand endorses one of its own sub-brands: Obsession by Calvin Klein for example.
Experience marketing Focuses on experience as a way to create connection between a brand and its audience.
Fad A short-lived fashion that does not survive long enough to become a trend.
Fascia Shop front and signage displaying brand logo and name.
Fashionability A term used to describe a garment or brand in terms of how fashionable it is.
Focus group Products or collections shown to a test group of people in order to gain feedback on their opinions, perceptions and attitudes.
Franchise A type of business model where a parent company grants permission for an individual business to trade using the main company brand name. The franchisee pays a fee and percentage of profits to the parent company.
Geo-demographics A combination of geographic and demographic analysis used to classify customer types.
Haute couture French term for ‘high sewing’ meaning the highest quality of made-to-order clothing made in a studio known as an ‘atelier’. Only design houses approved by the Chambre Syndicale de la Haute Couture in Paris may be classified as haute couture.
Lab-dips Fabric swatches sent to the dye lab to test and approve colours for a collection.
Lead-time Time between placing a fabric, component or garment order with a supplier or factory and delivery of the order.
Licensee Refers to the company purchasing the right to use the brand name.
Licensing A brand company sells the right for a company to produce and market branded product under licence. Most commonly used by fashion brands wishing to create a perfume, cosmetics or hosiery.
Licensor Refers to the company selling the right to use a brand name.
Like-for-like (LFL) product comparison Direct comparison of similar product sold by a range of competitive brands. Product can be compared in terms of price, quality, fabrication and design.
Likert scale A system used for setting questions on a questionnaire using a five-point scale so answers can be numerically analysed.
Manufacturer brand Branded manufacturer goods, usually fibres or fabrics such as Lycra® by DuPont™.
Margin The percentage of the final selling price achieved as profit. A product costing £10 and selling for £20 would have 50 per cent margin.
Market research Research into a specific market including investigation of consumers.
Market segmentation A system of dividing a market into smaller subsections; segmentation enables a company to focus their marketing more accurately.
Market share The share a particular company or country has of a specific market. Market share figures are expressed as a percentage.
Marketing environment Refers to factors that impact on an organization and its marketing.
Marketing mix Refers to key elements that must be balanced in order to develop an organization’s marketing. There are two versions: the 4P (product, price, place, promotion) and 7P with additional criteria (people, physical evidence and process).
Marketing plan A formalized plan outlining an organization’s marketing strategy.
Marketing research The full range of aspects that must be researched in order to determine a marketing strategy.
Mark-up The amount added to the cost price in order to achieve the selling price. Mark-up is usually expressed as a percentage, a product costing £10 and sold for £20 would have 100 per cent mark-up.
Mark-up factor A multiplication factor used to calculate a selling price. A product costing £10 and selling for £20 would have a mark-up factor of 2.
Mystery shopping The process of researchers visiting stores anonymously to assess the quality of service and product on offer.
Opportunity to see (OTS) Frequency of exposure of an advert; relates to how many people have the opportunity to see, hear or read the advertisement.
Own label, Private brand or Private label When a department store or retailer creates their own in-house brands. Marks & Spencer Autograph or Macy’s I.N.C are examples.
Partnership brand See Co-brand.
Peer marketing Recommendation and promotion of products among consumers.
Perceptual map A map showing consumer perception of a brand in comparison to competitor brands.
PEST analysis Investigation and analysis of political, economic, social and technological factors affecting a business and its marketing.
Point-of-sale (POS) The actual place where product is sold to the customer; usually used in reference to the till-point or in the case of point-of-sale marketing, material used within store.
Pop-up store Refers to a temporary store set-up for a limited time frame. Pop-up stores often include some kind of special event designed to create a buzz.
Positioning The position a brand or product occupies in the market relative to competitors.
Positioning map A brand management tool used to indicate the current position or proposed future position of a brand in comparison to competitors in the market.
Prêt-à-porter French term for ready-to-wear clothing.
Price architecture The way a company structures pricing across the product range balancing the offer of low-, medium- and high- priced product.
Price point Product within a collection or product range will be priced at various price points according to type of product, quality or exclusivity.
Private label See Own label.
Product attribute Refers to the features, functions and uses of a product.
Product benefit Relates to how a product’s attributes or features might benefit the consumer.
Product placement A company raises awareness of its products by ensuring they are seen in films and television shows.
Promotional mix Refers to key types of promotion (advertising, sales promotion, PR and personal selling) that must be balanced in order to develop an organization’s promotional strategy.
Psychographic segmentation Analysis of consumer type based on their lifestyle, personality, motivations and behaviour.
Pull strategy Sales promotions directed towards the end-consumer. The offer creates demand and entices the customer to the store or website.
Push strategy Sales promotions geared towards trade distributers or retailers with the aim of encouraging them to promote the brand to their customers.
Ready-to-wear Fashion that is not couture or custom made. See also Prêt-à-porter.
Relationship marketing Focuses on the relationship between a brand or business and its customers with the aim of building long-term relationships and loyalty.
Sales channel Route by which a product reaches the market and is made available to consumers.
Sales promotion Promotional offers designed to encourage consumers to purchase. Also termed below the line marketing.
Segmentation Process of subdividing and classifying a market and consumers.
Segmentation variable Criteria used to analyse and classify markets or consumers.
Share of voice Comparison of a company’s press results with its main competitors to determine which achieved most coverage.
Signature style A unique and identifiable style attributable to a particular designer, brand or fashion label.
Situation analysis An audit of the internal situation within a company and analysis of the external market situation.
Sourcing The search for, and procurement of, fabrics, materials, trims and manufacturing at required prices and delivery time-frames.
Specification sheet or Spec sheet A technical design drawing with measurements used to communicate precise details of a product’s design and manufacture.
STP marketing strategy A strategy that makes use of segmentation, targeting and positioning.
Style tribe A group of individuals who dress in a common distinctive style.
Supply chain The network of suppliers, manufacturers, agents and distributers involved in the process of producing a garment.
SWOT analysis Analysis of the strengths and weaknesses of an organization and investigation of opportunities and threats in the marketplace. SWOT analysis is carried out as part of the development of a marketing plan.
Targeting The strategy of developing products or services specifically aimed to appeal to a particular group of consumers.
Text code A code sent by text to a consumer’s mobile allowing them access to a promotional offer.
Tipping point The moment when a trend or idea crosses a significant threshold; it then spreads exponentially through a population.
Total product concept A model created by Theodore Levitt to explain the tangible and intangible elements of a product.
Trademark A logo, symbol, brand name, slogan or design detail protected by law as a registered trademark.
Trend scout Also known as a Cool hunter. A person who seeks out and reports on emerging trends in fashion, street fashion, music, design and culture.
Triple bottom line An ethical accounting system that measures a company’s success in economic, social and environmental terms.
Trunk show Designers or sales representatives go on tour to show or preview collections to buyers, invited guests and customers. Trunk shows are usually held in boutiques or hotels.
Unique Selling Proposition (USP) Also known as Unique Selling Point. The distinguishing factors that differentiate one brand from another.
Value fashion or value sector Fashion produced in large volume at cheap prices by retailers such as Primark, H&M, New Look, Takko and Kiabi.
Vertical supply chain When one company or conglomerate owns all the manufacturing resources within the supply-chain.
Viral marketing Marketing campaigns where the message is spread by consumers on the internet.
Visual merchandising Promotion of fashion through window display, store layout and in-store product displays.
Voucher code A code available on the internet allowing customers to take advantage of a promotional offer.