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 the 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 significant 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 the 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 a short period

              Gain info on trends

                Gather feedback

                  Obtain publicity

Trade Shows

 Shows to promote specific lines

 Sponsored by trade association

 It 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 the high cost of space – Manufacture, design, sales

 Known for women's apparel, designer and bridge price zones

Can't

LA:

  The primary market for the west coast

  Large apparel manufacturing center

  Known for casual apparel and sportswear/swimwear

Chicago

  The 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 essential 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 the marketer

      Newsworthy attention

Other Types of Promotional Tools

   Catalogs

   Direct Mail

   Visual Merchandising

   Trunk Shows

   Videos

   Sales reps

   Press kits

Last update: May-2022