Jeevan Cheema
Fashion Marketing / Fashion Buying
In order to understand the Fashion Industry we had the two modules 'Fashion Marketing' and 'Fashion Buying'. The two modules connected and understood the concept of marketing with the knowledge of how products are distributed and sourced.
Key Takeaway: Learning that trends must be considered by a strategist to ensure sales in the future.
Key Takeaway: Learning that trends must be considered by a strategist to ensure sales in the future.
Marketing Report
Throughout the website I have displayed the different forms of marketing that have been taught throughout the course. However, my knowledge of these skills had initially developed from this module. I had decided to do my report on the brand Burberry, and show how the different types of customers had, and a study into their changing expectations. This was conducted throughout exploring the factors seen in the contents page. As justified, principles such as SWOT grids, positioning maps, and brand identity had been discovered and founded which showcased knowledge represented throughout my other modules.
Focusing on the Macro-Environment
In order to excel my knowledge on the current position for Burberry, I had to focus on the PESTEL grid as seen below. This ensured I could understand the strategy the brand was devising in order to understand 'Global Changes' that could impact the brand.
Fashion Buying:
Although Marketing is important it is crucial to understand the concept before selling a product. I studied this throughly during the Fashion Buying module in which I had to explore trends that suit a brands aesthetic. The example below shows a 'Trend Moodboard' I had conducted for Reiss and then a swatch moodboard. The swatch moodboard, justified future fabrics that were likely to be popular for AW 2021. Therefore, a brand strategist not only has to consider how to present products but also how to ensure future trends are predicted to keep sales relevant.
Formulating a Range
Below, we can see that I had to study two key fabrics, and these would be the 'supreme' items with the range, as they gain publicity for being unique and different. I then had to calculate my costs in an options sheet, explaining reasonings behind my range.