Fashion Marketing and PR Lecture Notes

Vocabulary flashcards covering fashion marketing roles, pricing strategies, market segmentation, and PR management as discussed in the lecture notes.

Fashion Marketing

A field that connects fashion brands with consumers by promoting products, shaping brand identity, and driving sales and trends.

RTW (Ready-to-Wear)

Luxury items on the hierarchy pyramid that are more accessible, including brands such as fendi, prada, and gucci.

Wholesale Pricing

The lower price a manufacturer or supplier charges retailers when they buy products in bulk.

Keystone Markup Pricing

A pricing method where the retail price is calculated as $2 imes \text{the wholesale price}$.

Profit Margin

The amount of money a business makes after paying its costs.

Traditional Fashion Communications

One-way communication methods including magazines, posters, delayed feedback, and often irrelevant content.

Market Segments

Groups of consumers divided by shared characteristics such as demographics, location, interests, or shopping behavior.

Fashion Marketing Plan

A structured strategy providing a clear way to reach the right customers, promote products effectively, and achieve sales and brand goals.

Psychographic Market Segmentation

The process of dividing customers into groups based on their lifestyles, interests, values, personality, and attitudes.

Retail Pricing

The higher price customers pay when they buy products individually in stores.

Visual Merchandising Components

Five key elements that create the essence of a boutique: window displays, lighting, color scheme, store layout, and product presentation.

Ray-Ban Target Audience Segments

Fashion-conscious consumers, everyday users, travelers/outdoor users, professionals, and trend/culture followers.

Nike Target Audience Segments

Athletes, fitness enthusiasts, streetwear/sneaker culture fans, youth/students, and casual everyday wearers.

Alo Target Audience Segments

Yoga/pilates users, luxury activewear shoppers, social media/influencer-driven consumers, wellness-focused buyers, and work-from-home lifestyle consumers.

Modern Fashion Communications

Digital platforms such as social media, influencers, websites, and online content used to engage customers instantly and interactively.

Anna Wintour

The long-time editor-in-chief of Vogue known for powerful leadership, strong control over fashion trends, and traditional magazine authority.

Chloé Malle

A figure representing a modern editorial approach at Vogue, focusing on digital media, younger audiences, and adapting to fast-moving online culture.

Mass Market Drivers

Factors including fast fashion, globalization, improved production technology, lower manufacturing costs, and increased demand for affordable, trend-based clothing.

Pricing Strategy

A crucial marketing factor that determines brand positioning, influences customer perception of value and quality, and affects sales and profitability.

Elevator Pitch

A short, clear summary in public relations used to quickly explain a brand, idea, or product to capture interest and encourage conversation.

SWOT Analysis

A planning tool used to identify a business’s Strengths, Weaknesses, Opportunities, and Threats.

Fashion Brand Price List

A document detailing style name, description, sizes, colors, wholesale price, and retail price to help buyers place orders.

Branding

The process of creating a clear identity for a brand to build customer recognition, trust, and perceived value compared to competitors.

PR Crisis Management

The process of responding to major problems by acknowledging the issue, communicating honestly, taking responsibility, fixing the problem, and using a recovery strategy to rebuild trust.