Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:225 Page:209
Book
e:208
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Marketing 2 0 9
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Stores
At the retail level, marketing involves the influence a fashion designer has over merchandising
and styling. Stores allocate windows, displays, floor space, and placement based on their re-
lationship with the designer and the visibility of the brand. A designer can build this rapport by
adding value with trunk shows, special appearances, and exclusivity.
Industry Agents
Within the fashion industry, the specific purpose of delivery channels like showrooms, whole-
salers, and trade events is to promote and sell a designer’s collection. Although many repre-
sent more than one line at a time, these outlets are attractive to buyers because they screen
and edit the designers based on the interests of the buyers who use their services. A buyer
can also cover more ground, seeing designers that they might not ordinarily come across.
Stil Distinctive Clothing, Boston, Massachusetts
Photograph by Jay Calderin.
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Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:225 Page:209
Book
e:208
204-209_30034.indd 209 2/27/13 5:14 PM
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