The fashion industry is comprised of equal parts art and commerce. Without creative application of your draping, sewing and illustration skills, there is no product to sell. Without sales, it can be difficult to continue the creative process. As an emerging designer, you will need to bridge the gap between art and commerce and determine a strategy to get your product to your consumer. At the University of Fashion, we call that bridge MARKETING.
Consider the following
- Who are your consumers and how do you plan to reach them?
- How will your customers learn about the story behind your brand/collection?
- What strategy do you have in place for communicating sales, events and new additions to your collection to your consumers?
- Which fashion marketing campaigns do you admire and why do you think they are effective?
Whether you decide to handle marketing yourself or hire someone to do your marketing, understanding marketing basics will benefit you and your brand’s growth and exposure.
This week, we introduce a two part series taught by Fashion Institute of Technology/Parsons The New School for Design Adjunct Associate Professor Herb Frichner. In our two newest videos, you will learn the definition of fashion marketing, the purpose of fashion marketing and how to develop a marketing concept. By learning about demographics and psychographics you will be able to build a consumer profile, the key to creating your brand. You’ll also learn what it means when marketers talk about the “4Ps” and the “marketing mix.”
We are honored to add Professor Frichner to our esteemed list of instructors at the University of Fashion. Mr. Frichner is an established Fashion Marketing entrepreneur who owned and operated Panache New York, Ltd, for over thirty years. Mr. Frichner’s upscale outerwear collection was marketed to leading department and specialty stores, including Saks Fifth Avenue, Bloomingdale’s, Bergdorf-Goodman, Neiman Marcus, Barneys and Henri Bendel. As part of Panache’s marketing campaign, the collection regularly appeared in Women’s Wear Daily, Elle Magazine, Vogue Magazine, Harper’s Bazaar and the New York Times. Mr. Frichner is often quoted in the media and is considered a Fashion Marketing expert.
Begin to craft your brand’s story by watching our two part series, Introduction to Fashion Marketing and Fashion Marketing in the 21st Century, linked below. And to further define and develop your brand, look forward to our upcoming videos on Fashion Branding. Coming your way soon…
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