Wednesday, March 23, 2011

Marketing an Apparel Line and Utilize the Garments Manufacturing Line

An Apparel Line must be utilized by bellow way:

Process
    Identify your target market
           - Use market research
    Develop marketing mix
            -To reach target market
     4P’s
             Product/Service
             Price
             Promotional strategy
             Placement (distribution)

Market Centers/Marts
      Market Center:
           - A city that houses Marts, showrooms, manufacturing and retailing
           - NY, LA, Dallas, Atlanta, Chicago
       Marts
             -Where sales reps show merchandise to retail buyers
             -Most major cities have marts
             -Exhibition space

Competition
    * Marts offering expanded services to compete
              -Open year round, rather than market weeks
               -Educational seminars
               -Fashion shows/trunk shows
               -Credit/financing
               -Travel discounts
               -Entertainment

Market Weeks and Trade Shows
      Market Weeks
           -Times of year when retail buyers gather to buy seasonal goods
           -Open-to-buy
           -Advantages
              Show to many retailers in a short amount of time/view a large amount of line in short  period of  time
               Gain info on trends
                 Gather feedback
                   Obtain publicity

Trade Shows
 Shows to promote specific lines
 Sponsored by trade association
 Last about a week
 Located in major cities
 Ex: MAGIC

US Market Centers
NYC:
  Only US market center without an apparel mart
  Garment District/Fashion Center
  Originally manufacturing
  Now, due to high cost of space – Manufacture,design, sales
  Known for women's apparel, designer and bridge price zones

Con’t
LA:
   Primary market for west coast
   Large apparel manufacturing center
   Known for casual apparel and sportswear/swimwear
Chicago
   Primary market for North and Mid-West
   Major bridal center
Dallas
   Market for South
   Known as the fashion barometer for the US
Atlanta
   Largest market on the east coast

Smaller Markets
Miami:
     Sportswear and children's wear
San Francisco:
       3rd largest apparel manufacturer in the US
             After NY and LA
Seattle:
       Men's sportswear
       Outerwear

Manufacturers Marketing Strategies
Distribution Policies
  Open:
       Sell to anyone who meets basic characteristics
  Selected
       Detailed criteria that stores must meet to sell merchandise
        Patagonia

Sales and Promotion Strategies
Advertising:
     Buy space/time in print/broadcast media
     Cooperative advertising
Publicity
       Not controlled by marketer
       Newsworthy attention

Other Types of Promotional Tools
    Catalogs
    Direct Mail
    Visual Merchandising
    Trunk Shows
    Videos
    Sales reps
    Press kits



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