Fashion marketing is the business side
of fashion. Fashion marketers help designs reach the public, they are
the intermediaries between fashion houses, designers, and retail outlets
and the public, or customers.
To market is to sell certain products in a way that targets specific
groups of people. For example, a prom dress would be marketed at teenage
girls and a business suit would be marketed at professional women. Since
not all clothing products are so distinct as to who would be interested
in buying them, fashion marketers are hired to make informed decisions
as to which products should be marketed to which people. Fashion
marketers take into consideration the age, gender, socio-economic
background, subculture, location, and body-type of the consumer, as well
as silhouette, texture, style, and color of the garment as well as many
more traits before deciding how to market a product.
Fashion marketers use a variety of disciplines (like advertising and
business administration) and combine this knowledge with an
understanding of the fashion world. In order to understand the best way
to sell the most amount of products, fashion marketers must be
knowledgeable about : who’s who among designers, the different types of
textiles, fashion history and culture, as well as some elements of
design and construction. They should be aware of both current trends
and classic style.
Most fashion marketers earn a bachelor’s degree before embarking on a
career within the field. Many schools that offer Fashion Design also
offer programs in Fashion Marketing. See our page for
schools on Fashion Design.
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