68 Multiple choice questions
- predicting the trends in popular colors, prints, styles, fabrications, and general trends.
- fashion that remains popular over a relatively long period of time EX: blue jeans, animal prints, men's navy blazer
- using several venues to maximize exposure.
- Product, Price, Place and Promotion
The intended target customer determines the combination of the 4 P's
- the term encompasses the entire fabric industry, including the fibers, yarns, and manufacturing of the fabrics.
- process of dividing the market into groups according to a particular region.
- refers to the protection of a person's or company's creative ideas for a certain period of time.
- facts to answer a particular marketing research problem.
distribution refers to the movement of products through the levels of
the fashion marketing channel until the products reach the target
single venue used to send the marketing communication to the target
customer, such as radio broadcasts, billboards or newspaper print
- when the manufacture and the retailer spit the cost of the new product advertisement.
that are exclusive to the store and retailer. Competing stores may not
carry them so customer know that they must shop at that specific store
in order to purchase a private label brand.
- Goods and services
- the difference between the cost and the markup
a group of fashion conscious consumers appreciate and imitate the
innovator's new style. The early adopters compose the group of consumers
at this stage.
- a company attempts to create a different store image or brand image in the minds of the target customers.
all activities that build awareness, interest, traffic, goodwill and
ultimately encourage sales to the target customers.
group of customers with the ability and desire to purchase a company's
products and services and to whom the company has directed their
Interchangeable with: Target customers and customer base
- Fibers produced from animals
EX: wool, silk
- "getting the consumer to come to you"
EX: advertising and mass media production, word of mouth referrals, sales promotions and discounts.
- the process of extracting and interpreting consumer sate from available electronic information.
Ex: sending out a birthday coupon for a customers birthday based on the amount of money they spend with the company.
- Determination of retail value.
- closely related to psychographic segmentation, but classifies customers by similar purchasing intents and behaviors.
Ex: cosmetic retailer may classify their customers by heavy usage rates or low usage rates depending on how often they purchase their cosmetics.
time when a large percentage of a population is wearing a fashion;
everyone who wants the fashion wears it. The early majority represents
consumers at this stage.
or home fashion items that are made of textiles, soft to the touch, and
nondurable (meaning they are not meant to be kept for many years)
- when the trendy specialty stores offer clothes intended for wear during a single season before consumers discard the items.
- Gender, age, occupation, income, education level, marital status family life cycle state
- span geographic boundaries and may be available at stows throughout the world. EX: Guess, Baby Phat, Diesel
of all the levels of the fashion industry. begins with production of
raw materials and ends with retailing apparel.
end or expensive brands afforded only by customers with significant
amounts of discretionary income, or at least those who aspire to be
- the beginning of the fashion life cycle when a group of experimental consumers called fashion innovators adopt a new look.
- the amount the ultimate consumer pays for the item.
from a loose adaptation to a very similar adaptation of another design.
Although legal, knockoffs can be very frustrating for the original
- When there is a reduction in the number of people buying the fashion. Made up of the late majority.
- shaped like a bell curve one a graph, has a rise, growth, culmination and obsolescence.
narrowly defined market segment, but is not necessarily a small
segment. Niche market consumers have an even more defined set of
interests. Ex: Teens that shop at Hollister, Hot Topic and PacSun all
have different specific interests.
- "taking the product to the consumer"
EX:trade show promotions, direct selling to customer face to face, negotiation with retails to stock your product,
Dupont used this.
- psychological statistics about the lifestyle of a population.
Values, attitudes, lifestyles, opinions, interest, hobbies
- characterized by a quick rise to popularity and an even more rapid decline
- when a company engages in several levels of production within a single company.
EX: Pendleton Woolen Mills controls much of the wool manufacturing for most of it's products. Overseas wool selection and coat manufacturing.
gives a consumer response to the introduction of a new product in a
smaller market area, such as one or a few cities before expanding
- the way a store, label or designer impresses cutovers and influences their perceptions of the brand.
the fashion industry is a legal contract between the licensor and the
licensee that grands permission or gives the rights to use the
licenser's namer other symbol on fashion goods made by the licensee.
natural or man made products that are consumed by a manufacturer and
used in the manufacture of finished goods, such s apparel or accessory
word or a symbol that identifies the source of goods or services and
differentiates it from the competitor;s goods or services.
- the intangible, positive feelings that customers associate with the brand.
EX: having a Louis Vuitton may make you feel high class and more fashionable than the rest.
- all the activities, from idea conception to ultimate consumer use, that satisfy the objectives of the buyer and seller.
- simular to repositioning but it usually involves resurrecting a brand that has been dormant or obsolete for quite some time.
to the process on the line for line copying of design ideas from other
designers or companies. The illegal form of style piracy is
- Creating a lasting and mutually beneficial relations with key suppliers and consumers to ensure repeat purchases.
Ex: Writing thank you notes to customers, letting them know when upcoming promotions take place etc..
- collecting in-depth data on a particular topic or group of people. An in depth study of a small group.
- When the combination of the four P's create an image in the minds of the customers
- fakes that are intended to look like authentic originals.
merchandise that is available in competing stores across the nation or
the world. Brands owned by manufacturing companies and sold in a variety
of retail stores. EX: Hanes, Nine West, Playtex
- making sure the company speaks with one strong voice.
- Fibers that grow from plants.
EX: Cotton, Flax
- a systematic method of collecting and analyzing data about a problem and then making a decision based on the findings.
- a company focuses on a particular group of customers.
- Bear the name of original designer, have widespread appeal, and may be available in a variety of competing stores.
- the right combination of the 4 P's to target a specific customer.
- three interchangeable words that refer to the amount the store pays for the item.
- Grow from a plant source or are produced by a living animal.
- 1. Defining the research problem
2. Developing hypothesis
3.Selecting the Sample
4.Developing the Research Instrument
6.Analyzing and interpreting data and drawing conclusions
the collecting of relatively small amounts of data on large numbers of
persons or things. Data is then statistically analyzed to figure out
EX: during WWII large amounts of data was taken to make mens uniforms which later on was used to analyze measurements for standardized men's wear.
- Textiles created based on what is popular at the time.
- synthetic petroleum based fibers
EX: polyester, nylon, acrylic, olefin
the final stage in the life of fashion. The general population rejects
the purchase of the merchandise in this stage an most retailers
eliminate it from their stores. Consumers= laggards because they lag
- Previously collected and published facts that answer another research question.