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留学生本科课程作业:The importance of fashion marketing

日期:2018年01月15日 编辑:ad201107111759308692 作者:无忧论文网 点击次数:2619
论文价格:免费 论文编号:lw201312241841478505 论文字数:600 所属栏目:帮写留学生作业
论文地区:美国 论文语种:English 论文用途:本科课程论文 BA Termpaper

时尚营销的重要性
作为一种社会生理现象,时尚一直是占主导地位的商业因素推动了消费者的消费,这可以在我们的大市场创造巨大的商业价值。
The importance of fashion marketing
As a kind of social physiological phenomenon, fashion has been the dominant commercial factor driving consumers’ spending, which can create huge commercial values in our big market. Fashion consumption is the most vital and emotional forms of consumption. Therefore, the discussion over the topic of fashion is growing more and more heated. Recently, Teri Agins argues that fashion is no longer led by design, but rather marketing, she comments in her book “The end of fashion”. As far as I am concerned, I really agree with the statement to a large extent.
The victory in fashion cycle depends on knowing the customers’ behaviors and your marketing strategy well. Fashion marketers need to analyze the customers ‘ behaviors carefully so that they can get clear about how to develop new products according to the market demand and thus to attract and please their customers to buy their newly developed products. The basic point of marketing lies in grasping the laws of customers’ physical change. Fashion consumption is the major supporting power which characters wide range with large areas. It owns a large number of attendance, audience rating and circulation. Therefore, if which company can be able to gain population with customers in this part, the company will have lots of money to earn. Fashion has not been a piece of iron plate because its construction is really complex. However, fashion marketers can also sort out some customer’s hierarchy and distinguish some high-level customers, middle-level customers and low-level customers though the line between them is not clear enough. While fashion marketers should put much emphasis on this sort of people who are in potential to buy their products but are still not developed thorough. What’s more, fashion marketers can conclude some common characteristics from the current fashion customers so that they can forecast and develop their market smoothly. We know that “when conducting a forecast, historical data and future expectations are used concurrently.” (Baker, 2007). To know where the potential clients are to be found and in what quantity they want the newly product is really a major factor for a marketing campaign. (Davis,1994). Generally speaking, the larger the fashion company is, the more work is put into marketing. The fashion demand of consumer changes constantly, so it is really a complicated task to forecast the fashion market. Changes in media broadcasting methods have made the spread and acquisition of fashion information faster and easier, which is helpful for marketers to forecast the market.


“The purpose of branding is to facilitate the organization’s task of getting and maintaining a loyal customer base in a cost-effective manner to achieve the highest possible return on investment” De Chernatory and McDonald, quoted in Rowley, J e-Business principles and practice. Brand can make your products become memorable and unique from your other competitors. For example, if you want to learn English, New Oriental will occur to your mind and if you expect to buy a mobile phone with multiple functions, most of people are more likely to choose IPhone or Samsung as their choice. That is because these products have become a mark rooted in people’s heart and they are popular with people. It is the power of brand effect—a public praise. A new product is put into the market and some customers will try it, if they think the new product is very useful and have a good quality after using it, then the customers will introduce it to their friends, family or colleagues. This kind of advertising is much effective than other means and it costs least. That is the reason when you think about luxury brand, the first thing comes out is Dior. We can conclude that a famous brand should be connected with a successful product. For example,the marketing department of BWM cannot make a rubbish sell well.


Admittedly,