Welcome!
Fashion Marketing
Dr. Satyendra Singh
Professor, Marketing & International Business
University of Winnipeg, CANADA
sites.google.com/view/drsatsingh
Why do we need clothing?
Physical needs
Protection, Safety…
Psychological needs
Identity, adornment, cultural identity, personality…
Social needs
Affiliation ie fitting in, standards, communications…
…
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Marketing convinces consumers the worth of fashion
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Fashion Versus Style
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Fashion elements
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What is a Color?
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Dark
Light
Kinds of Colors
Primary (R B Y) Standalone
Secondary (RB>P, BY>G, RY>O)
Tertiary
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Color Combination Theory
Complementary
Split Complementary (Compound)
Triad
Tetrad
Analogous
Monochromatic
Tint (add white), Shade (add black), Tone (add both ie grey)
Temperature (addition of warm (red) and cool (blue) colors)
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Fashion: Debate
Some people do not like it
16th century concept 🡪 noble blood
It indicates social and economic status
Separates you from mass
Substance is more important than style
May hamper productivity at work
It is business 🡪 because fashion means more expensive
You can be easily influenced by peers and marketing
Other love fashion to its core
Life is too short
If fashion makes people confident, beautiful, handsome, is it wrong?
It is a happy product and with positive experience
It is about beauty and appreciation 🡪 you’re sad. We’re happy people
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Fashion apparel categories
Outer wear: Coats, jackets, sweater…
Career wear: Suites, formal wear…
Sports/Active wear: May be loose or tight
Evening wear: Informal 🡪 depends
Uniform
Inner wear
Bridal wear
Children wear
Maternity wear
Accessories: Belts, scarfs, hats, headwear, neckwear…
4-6 lines per year: Typically produces in women’s apparel category
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Timeline of fashion apparel
1890-1950s: ↑ Ready to wear (RTW) industry
1920s: Flapper-style design 🡪 new, young, free
1960s: Hippy style, t-shirt, hip, grown beard and hairs
1980: Technological advancement. Quick to make
Couture: Hand sewing, ↑ expensive fabric than RTW
Fitting is important for this segment- body scan for measurement
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Every brand has unique style to match your personality
Calvin Klein (jeans): Tight-fitting 🡪 young, hip
Ralph Lauren (quality): Classic image
Dior (skirts): Longer and clinched waist 🡪 feminine WW II
Prada (fashion): Trendy look
Jimmy Choo (shoes): Style and color
Tommy Hilfiger (apparel): Easy by but fashionable living
Christian Louboutin: Colorful shoes, something to talk about, specially for boys
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Tommy Hilfiger’s Fashion��casual, �simple, and�easy living
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Sources of fashion?
Historic inspiration: Queen, Napoleon…
1960s: Above-the-knee skirts
1970s: Retro look 🡪 reminiscent of 1930s, 40s, 50s, 60s, 70s
Ethnic inspiration 🡪 Kimono, Saree, African hairstyle
Celebrity (film/sports) 🡪 Jennifer Lopez, Serena Williams
Politicians: Gandhi, Gaddafi, Mandela, Modi, Diana…
Material 🡪 impacts consumer spending and consumer behavior
Also 🡪 size/cut/pattern: tie, skirt, trousers…eg narrow, wide, bowtie, floral, solid color…
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Fashion Lifestyle: Trendy, Classic, Formal, Informal…
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Contemporary fashion
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Oversize (plus-size) as fashion! 1st designed by Blackwell for African Americans. Now common for all.
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Classic loose Trousers
Plus-size modest fashion
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Creativity in fashion. Choose your style.��
Regional Fashion…
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Regional Fashion…
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Regional Fashion…
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Head coverings worn by Muslim women
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Historical fashion
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Political/Fashion/Culture Statement
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Political/Fashion/Culture Statement…
Tymoshenko, Ukarine Indira Gandhi, India
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Political/Fashion/Culture Statement…
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Celebrity
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Princess Diana and Dior
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Flag-inspired Fashion
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Ethnic Inspirations
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Group or Line Fashion Marketing: 2 advantages
1. maximize # of fashion features in one advertisement
2 Consumers can visualise several items that fit their personality
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Yet, fashion for dogs
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Luxury clothing for dogs
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Luxury airport lounge with music for dogs
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So we need to be humble. Many people do not even have clothes to put on!
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Questions?�s.singh@uwinnipeg.ca