Marketing an Apparel Line

1
Chapter 8

• Marketing an Apparel Line

2
Process

• Identify your target market
• Use market research
• Develop marketing mix
• To reach target market
• 4Ps
• Product/Service
• Price
• Promotional strategy
• Placement (distribution)

3
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

4
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

5
Market Weeks and Trade Shows (see Tables 8.1 and
8.2)

• 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

6
Trade Shows

• Shows to promote specific lines
• Sponsored by trade association
• Last about a week
• Located in major cities
• Ex Men's Apparel Guide in California (MAGIC)

7
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

8
Cont

• LA
• Primary market for west coast
• Attracts international buyers
• Large apparel manufacturing center
• Known for casual apparel and sportswear/swimwear

9
Cont

• 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

10
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

11
Corporate Selling

• Done through corporate headquarters without the
  use of sales reps.
• Used by
• Designer price zone merchandise sold to a limited
  number of retailers
• Very large companies that sell moderately priced
  merchandise to large corporate retailers

12
Sales Reps

• An intermediary between apparel manufacturer and
  retailer
• Use showrooms to show lines to retailers
• Types
• Company
• Works for a specific company
• Independent
• Work for themselves
• Represent non-competing but related companies

13
Manufacturers Marketing Strategies

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

14
Sales and Promotion Strategies

• Advertising
• Buy space/time in print/broadcast media
• Cooperative advertising
• Publicity
• Not controlled by marketer
• Newsworthy attention

15
Other Types of Promotional Tools

• Catalogs
• Direct Mail
• Visual Merchandising
• Trunk Shows
• Videos
• Sales reps
• Press kits