Fashion retailer marketing strategies--留学Essay代写范文

留学Essay代写范文:“Fashion retailer marketing strategies”，这篇论文主要描述的是对于时装的零售商而言，他们不涉及时装的生产和制造流程，他们比较关心的是时装产品的设计，如何才能够与时俱进跟上潮流并减少时装生产的时间，本文通过分析两个时装零售商的营销策略来进行研究，一间则是专注于高端时尚领域，这样的产品销售的特点就是周期短价格高，主要以营销概念为主。另外一间则是专注于大众市场，他们的周期容易预测，以销量来带动盈利。

Fashion retailers don’t usually integrate manufacturing facilities into their systems. Instead they care more about the design of the products, and planning and marketing strategies to increase responsiveness and reduce time to make profits out of the products. The two retailers that interviewed are distinguished into two types of products supplying trends. One is concentrating on serving high-fashion market. The products it sells tend to be short-life cycle, more conceptual and dandy. In other words, the price of the products is generally higher. The other retailers aim at serving a broader and more popular market. Its products are usually serving in a medium-life cycle and the demand can be easier to forecast. Subsequently, these different types of retailers are carrying out dissimilar approaches in sourcing and strategies.

The type of retailer store that enable higher volumes and easier to forecast its future demands can manage sourcing better before the sales period begin. The retailer usually order from its suppliers, which are commonly located in lower labor cost areas. The longer life cycles of the products and the higher volumes allow the retailer to develop a long and friendly partnership with its suppliers. For example, there was one model of shoe that was sold approximately 10 thousand pairs in the first season of four in last year by retailer 1. Collaborative planning between the retailers and the manufacturers was employed long before the period of sales in order to fulfill the customers’ demands. Though the retailer doesn’t have its own apparel manufacturer, the integration of Internet Technology systems and the information sharing within the virtual structure between it and its suppliers provide an alternative and break into a way of process-integration. Even when the retailer needs to cancel the order, the suppliers can response quickly through this structure.

On the other hand, it is easy to be caught up by the former type with a high profit and short-life cycle. With its trend of following the pace of high fashion, this type of retailer introduces an explicit concept of season in its “fashion directory”. The concept of season has been built in advance and to be the basement of a series of social events and marketing. It is not just a marketing campaign to hold walk shows, wine parties and exhibitions before retailers launch a new season collection, instead, it is the new way to push and bond the customers end to the supply chain process. According to the manager of retailer 2, since the emergence of the social media and social network, a type of social value is created. The impact that a customer receives from an exhibition will grow to be hundred even thousand times bigger in the social network world (not to mention if the customer is a celebrity). And the concept of season provides an opportunity to hold such events on a regular basis. Besides the events allow the retailers to meet with their old partners and continually allow them being confident in looking for new trend and new partners.

This high-fashion type of retailers never stops for trying to identify the new popular topics and issues. The meaning of making seasonal sales plan seems more obvious to realize, since the more the seasons are split into the more changes can be realized and the faster the changes the retailers can adapt to. It is a great agile practice to separate sales cycles to realize the adaptation of the fashion trend and to trigger the quick response system. Additionally, this retailer has an exclusive and detailed design to cater with market segmentation. For instance, the retailer has identified a broad range of color in its fashion apparel. It has 10 different types of color only deriving from “green”. This kind of design makes it possible for the products to satisfy customers from different genders, age segments, social identities and even different types of emotion at that day. Moreover, products that are infused in fashion elements are usually created from the inspiration of social media, social culture, movies, television and holidays etc. To cater with different market group rapidly, it should be not difficult to choose elements from this enormous cultural environment. The way is just bring hot hit movie stars to the youngsters and old retro movie stars to the older customer group. Besides, celebrities are sometimes invited to take part in the supply chain process. The retailer used to get popular celebrities to design one line of its products and hold a launching event. Apparently, the impact from the products to the customers can become stronger and longer since the pop star has already been a factor to influence the market sensitivity.

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