Strategic Fashion Marketing Midterm

Business model fast fashion

speed: fast pace

price: low

production: high volume, low cost

positioning: accessible to mass market 

value: trend, affordability, convenience

goal: maximize sales quickly 

Fashion Pyramid

• haute couture

• premium 

• mass market 

the fashion pyramid categorizes fashion brands on price, quality, exclusivity and creativity. At the top of the pyramid is Haute Couture, representing extremely exclusivity, high-cost garments made with exceptional craftsmanship for a very elite market. In the middle are luxury and premium brands, which still focus on heritage, superior quality, and strong brand identity.

needs / wants / demands & marketing goal

need → basic requirement to live (clothing = protection)

wants → preferences shaped by culture & taste (brand/Style)'

demands→ wants backed by buying power (I can pay for Prada)

marketing goal: turn wants into demands through branding

world of fast fashion

Characteristics

• rapid response to runway/ trends

• quick and cheap production cycles

• frequent new arrivals = impulse buying

• global supply chain = cost efficiency

Fast fashion wind through speed and accessibility

Diversification horizontal

expanding into new product categories beside existing ones

(ex: zara → zara home) 

Diversification Vertical

2 types
moving up or down the value chain to gain control

backward - the production

• owns factories

• buys suppliers 

• controls fabric sourcing

ex: Hermes owns leather workshops — more control over quality

forward - toward customer

• opens own retail store

• launches e-commerce

• sells directly instead of using department stores 

customer relationship and loyalty

customers stay loyal when the brand makes them feel special, understood, and emotionally connected - not just when they like the product.

control of value change 

luxury brands 

• own manufacturing 

• control distribution

• protect brand integrity and quality standards

fast fashion:

• outsources manufacturing

• controls design + logistics for speed

Product in Luxury fashion

• high craftsmanship

• exclusive

• status

• strong heritage

• timeless design 

product = identity + aspiration

concept of lifestyle

luxury brands sell a way of life, not just products

• gucci aesthetic, chanel woman, etc.

• buy into brand mythology

importance of experience

sociability