Retail Activity

Following on looking and evaluating brands in seminars, in groups we were given a task to go out around the streets of Nottingham again and look for examples of mens trainers, mens jeans and women's dress', critically evaluating an expensive, mid market and cheap item from each. We were also asked to investigate the 7p's and consumer for each shop and item that we found. In a group of 6 we split the items between us then, when presenting our findings to our seminar group, neatly placed them into a powerpoint presentation. I enjoyed looking at mens trainers with my partner in the group as it gave me a chance to once again get familiar with my surroundings and talk to new people but to also apply the marketing techniques that we have newly been taught to actual shops and items. 

Cheap- Duffer Trainers- JD

•Product

JD- trainers, menswear, womens wear, sportswear, casual

Duffer- Trainers, menswear, hats, belts,

Black, blue and white trainers- male colours, cheap version of more famous brands

•Price

£15 reduced to £10, offer in Sale

•Place

On a stand with other popular trainers placed around it on offer, highstreet store, up against other consumers such as foot asylum and footlocker located next door, online shop (Duffer and JD)

•Promotion

Duffer- brand promotion, no other ways of promoting themselves, not a hugely well known brand, words like ‘OFFER’ scattered around the trainers, consumer= men/teenagers/ young adults. 

JD- expectation of good shoes from a well known brand, 'chavy', TV adverts, billboards, sales items presented on a sale stand

•People

people on hand in the shoe section

franchise brands- Nike, Converse, Adidas, Fila, Puma

•Process

when sold given in a shoe box, try before you buy, a variety of sizes

•Physical Evidence

Good service, bright and inviting colours (not gender specific), shoe section at the back of store to complete outfit when walking around

Mid Market- New Balance- Foot Asylum

•Product

New Balance- trainers (indie, hipster) unisex, lots of different colours and styles cater for all needs, high in demand, all of a sudden urge for the brand

Foot Asylum- fairly new shop, popular, trainers,  menswear, streetwear

•Price

£69.99- value for money considering their popularity

•Place

Highstreet, websites (both new balance and Foot Asylum), Internationally known, shoes take up half of the store, right next to the entrance, goes around in a circle, bigger arrangement in shoes, expensive looking

•Promotion

Stylish interior to shop, placed on their own stand with the name clearly shown, ‘UK exclusive’ well known international brand draws in consumer, billboards, TV adverts 

•People

On hand friendly staff in shop on hand to help you choose the shoe you desire and find the right size, celebrity worn shoe

•Process

Can try before you buy, when bought comes in a box and in a plastic backpack bag, everyone wearing them (popular) makes you want that ‘look’

•Physical Evidence

Staff very friendly, know their facts about each type of trainer, less harsh lighting in store (luxurious), certain style of interior different to most shops.

Expensive- Nike Air Max Light- Size?

•Product

Nike- shoes, sportswear, women’s, men’s, accessories, sponsorships

Size?- street wear, accessories, all menswear, collectable trainers, special edition trainers

•Price

£100, expensive shoes all in store, some mid range though

•Place

Exclusive small shop (more personal), shop located in a more smaller exclusive part of town mixed with brands such as Fred Perry and Ted Baker. Trainers located in a glass case (importance), Nike globally known, size? Is internationally know, both have websites.

•Promotion

viral adverts, television adverts, Size? Mainly relies on word of mouth, A-board outside store, exclusivity, both have websites, Nike endorsements include the Olympics and many well know athletes

•People

Not much service on hand however as the shop is small you can see everything and if anything is needed they’re just an ask away, celebrity endorsements for Nike.

•Process

Air Max trainers almost vintage (brought back), when bought you get a box and a paper bag, dressed professionally.

•Physical Evidence

More of an in shop experience, try before you buy, edgy different shop, well laid out modern and stylish

What is Fashion Marketing??

"meeting the needs of your customer at a profit" 

Professor Phillip Kotler

"Creating irresistible experiences that connect with people personally and create the desire to share with others" 

Saul Colt

"Products that dont come back and consumers that do"

 Steve Dawson

Within todays lecture we thoroughly discussed the ins and outs of marketing I found this very interesting as I have only ever brushed over the surface of marketing fashion within A-level textiles, we looked at a few key terms in which marketing is defined

. analytical

. targeted

. personal

. persuasive

. conversational

. timely/ immediate

. responsive/ human

This was very useful as I am only just being introduced to marketing as a career within university it is very easy to get confused and sidetracked on the actual meaning of it, defining it into terms makes it easier to understand. I was also introduced to the 7p's (more commonly known as the 5p's) of marketing, these are:

PRODUCT

PRICE

PLACE

PROMOTION

PROCESS

PHYSICAL EVIDENCE

PEOPLE

Fashion marketing is different to other industries as it is based on need, it manufactures desire and no other economy associates so closely with the designer and no other industry like fashion displays its work on a runway (essence of marketing). Marketing fashion is led my season, trend and the media without which nothing would be marketed. The fashion industry is huge and items can be trickled down to the high street or urban styles can be bubbled up, no other economy can define itself as being so closely inspired by its consumer. No other industry or product has such a fundamental part within its economy for celebrities.