The fashion industry is much larger than you could ever imagine. Around the world, aspiring designers (and even well-established designers) produce of thousands of new ideas every day, most of which never make it to the runways, let alone the store racks. Why do some ideas take off the ground while others barely receive any attention? The answer lies in fashion marketing.
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The fashion industry is much larger than you could ever imagine. Around the world, aspiring designers (and even well-established designers) produce of thousands of new ideas every day, most of which never make it to the runways, let alone the store racks. Why do some ideas take off the ground while others barely receive any attention? The answer lies in fashion marketing.
Fashion Marketing Defined
Remember, every fashion idea is a potential product. And like any new product, it must be tested, approved, and then marketed. Think about Used Jeans, for example. Their concept was unbelievably simple. During the early 1990s, they managed to sell thousands upon thousands of beat up jeans (manufactured that way on purpose) to an appreciative public. Quite clearly, there was some marketing magic going on behind the scenes. From the design table to the consumer, fashion marketers managed to create unbelievable demand for a pretty basic product.
The truth of the matter is, the vast majority of clothes are several steps above Used Jeans. But even still, they need a push from behind in order to make sure that they receive proper exposure and financial backing. Think of fashion marketers as the publicists of the fashion world.
Fashion Marketing School
Not surprisingly, in order to break into this field, formal training and a degree are essential. You will want to master all of the different aspects of marketing (consumer psychology, accounting, public relations, event planning, publicity stunts, testing/branding, advertising, etc.). If you can't answer questions such as "what emotions does the color yellow evoke," or "what medium is most effective for reaching consumers aged 22 to 25," then you definitely need to go to marketing school first.
The Importance of Fashion Marketing School
Although fashion designers and models may receive all the credit, the true success of any fashion campaign stems from the marketing. That's why simple concepts like Used Jeans manage to take off while arguably more deserving products never make it into the public's consciousness.
2007-01-29
