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THE FASHION BUSINESS LECTURE SERIES

Career Proposal ELEFTHERIA DRIVA MA FASHION MARKETING AND COMMUNICATION


2 3

INTRODUCTION

To Fashion Industry

F

A

SHION M

A

RKETING

A

ND

COMMUNIC

A

TION

TRENDS Right Now

RE

A

A

S IN

F

A

SHION INDUSTRY

Visual Mechandising

MY CHOSEN

A

RE

A

S IN

F

A

SHION INDUSTRY

Advertisement and Campaigns

MY CHOSEN

A

RE

A

S IN

F

A

SHION INDUSTRY

Branding

LECTURES Alice Sheriff - Brand Consultant

LECTURES C

Matthew Huband - Creative Brand and Product Marketer A

REER PROPOS

A

L

Target Role & Job Title

C

REER PROPOS

A

A

L

Key Position Skills

SWOT My Personal SWOT Analysis A

SE STUDY 1

Acne Studios

C

A

SE STUDY 2

Marc Jacobs

C

A

SE STUDY 3

T

CONCLUSION

A

Victoria's Secret

FO ELB

C

CONTENTS

4 5 6 7 8 9 10 11 12 13 14 15 16

MY CHOSEN

Lecture Series

CONCLUSION Research Process and Challenges

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Introduction To Fashion Industry

WHAT · IS · FASHION · NOW

Fashion is not only about clothes , footwear and accessories , but a complex social phenomenon . More and more has to do with people ’ s psychology and more in depth with many influential factors like political , economical , social and technological . Especially nowadays that lifestyle changes in everyday bases , if you want to get involved with fashion business not only you have to be prepared for everything , but also you must have your eyes wide open to any changes , to any country , to any sector of life . On the other hand fashion is not only about lights , shows and celebrities as it is facing several issues because of all the continuous changes such as sustainability , craftsmanship , plus - size market and technology .

About Fashion Industry

Fashion industry is devoted in two main sectors . First is the making , which includes a variety of steps from trend analysis and textile design to production and from fashion design to manufacture . Then is the selling . The art of making a consumer buy a specific product is called marketing . Marketing is the process of managing the flow of merchandise from the initial selection of designs to be produced to the presentation of products to retail customers , with the goal of maximizing a company ’ s sales and profitability . Successful fashion marketing depends on understanding consumer desire and responding with appropriate products . Furthermore a marketer is responsible for how a product communicates with the world through campaigns , advertisement , social media , influencers and events , in order to be well known to the public . But it ’ s not only about the sales and the profits of the company , it ’ s more about the engagement between the brand and the consumer and the creation of a long - term relationship . In addition a marketer is responsible for increasing brand awareness . All those jobs are included in fashion marketing and communication sector .

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FASHION MARKETING AND COMMUNICATION TRENDS RIGHT NOW

In the fashion industry, selling a lifestyle and tapping into the aspirations and dreams of consumers can be as significant a motivation to purchase as product innovation and quality. Where once marketing focused on print media and unilateral broadcasts by a brand, today it seeks to create a dialogue between brand and consumer. Instead of waiting for the holidays to take out your glitziest outfits, seize the moment and rock fall’s texture message —shimmer and shine—at the turn of the season.

We are officially in the “Mobile Age” and social media platforms like Facebook and Instagram (the new print ad) are the new reality and this new era brings up the opportunity to communicate, connect and engage with the aimed target where they might be. Great online presentation and content is key for people to remember you. Digital marketing and social media marketing are among the most wanted and well-paid jobs in fashion industry and not only. Live streaming, 360 videos and virtual reality are taking place. Influencers are the new celebrities, as they are normal everyday people who have nothing more than consumers, so as a result they are more engaging. Also blogs are the new magazines. Bloggers have the power of convincing people in a more direct way (a blogger can post whenever and wherever he/she wants) than a fashion journalist. Sustainability and brand transparency, as people are increasingly becoming ecofriendly and conscious about what they purchase. In addition online and in-store consumer experience plays a huge role in engagement as people nowadays try to find out something unique, which will create to them new feeling. In conclusion through those practices marketers are designing “the will to buy”. 3


My Chosen Areas in Fashion Industry Visual merchandising involves presenting goods attractively and accessibly through the use of store windows, in-store displays, and special promotional events. Visual Merchandising

The importance of the window display is that it is a touch point consumers have with the brand. By generating interest or curiosity with the window display, a brand can leave an impression on the consumer and furthermore the consumer can figure out the quality and character of the products the brand has to offer. An appealing window display can create desire of products from that brand and therefore help with generating sales. Window displays can be used to set trends; therefore, window display designers must always be one step ahead of trends and predict future fashion movements. The merchandise must be able to direct these trends to the target audience, and be able to communicate them in a way so the audience is able to understand them. In addition as we know so far window and in-store displays have to do with brand's storytelling, but it’s time for that to change. People want to learn something new without knowing, they want to be educated everywhere and that was what Abercrombie Fitch did when it converted its Shanghai shop into a piece of art.

4


My Chosen Areas in Fashion Industry

Advertising & Campaigns

The main goal of advertising is to create connection between the brand and the consumer through multiple channels like social media, television, billboards, and editorials. Potential customers may be from different social classes and cultures, so that means that the positioning of the brand and the tone of the advertisement can be varied. All this concludes that everything has to do with the specific target group that the brand aims. Through this technic brands are able to communicate their message with the world and to achieve the right message advertiser has to create the ‘key visual identity’ of the brand, which allows consumers to think the meaning of an ad without words.

Fashion advertisement and campaigns purpose is to create promotion for a fashion brand. Is an audio or visual form of marketing communication that employs an openly sponsored, nonpersonal message to promote or sell a product, service or idea.

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My Chosen Areas in Fashion Industry

Branding

If you cover up the logo or name in the ad, can you still name the brand? Branding is all about what you create in customer's mind about a brand, like an image, a logo, a motto, a packaging. It aims to create and make permanent a unique icon, which will differentiate it among competitors. The main characteristics of branding are how can you describe the brand and what it stands for with three words, is about storytelling and values. In the end is how a consumer identifies you and engages with your brand.

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Lectures My Favorites 2 6 / 1 0 / 2 0 1 6

ALICE SHERIFF

B R A N D

C O N S U L T A N T

Learn from what is around you.

Always be open minded and ready for something new. All you have to do is to observe and act like a sponge. You can be inspired even from the past.

Learn from what you love.

From music, videos, games, exhibitions. You can always adjust to your work what you like.

Learn from what it works.

You don’t have to run away from who you are and what your brand stands for, heritage is always in the center. Your brand's story is the key point and all you have to do is to share it with the world. Creating a lifestyle around a brand is always a way to be premium.

Learn from other people.

Always listen to what other people have to say even if they have a different opinion than you. Create strong connections and trust with your team and clients.

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Lectures My Favorites 2 / 1 1 / 2 0 1 6

MATTHEW HUBAND C R E A T I V E P R O D U C T

B R A N D

&

M A R K E T E R

Partnership case study: TRALALA Fragrance PENHALIGON’S & Meadham Kirchhoff Collaborations are stronger than endorsements • Brand integrity must be your number one priority • When it comes to partnership with another brand you have to make a really good research in first place. In addition you have to be careful with the deals and ready to negotiate for the best of your brand. Also you must listen to your partners and discuss both sides’ ideas before the final moves. Trust, understanding and collective work are the keys for a successful partnership. • As this is business, you have to be prepared for lovers and haters and ready to answer to everyone. • Storytelling is everything. • Sometimes is not about the values (money) but reaching new consumers and refresh a brand (branding exercise). •

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Career Proposal Fashion Marketing Director

TARGET · ROLE · AND · JOB · TITLE

Branding and advertising of a company ’ s products are the main authorities of a fashion marketer , in order to create brand awareness . A fashion marketing director is tasked with handling the company ' s image through marketing campaigns . His / hers duties are to increase sales and market share by reaching the right target audience of the product with the right advertise and message . Furthermore marketing directors are responsible from the beginning the product ' s life from initial design and concept to presentation to the consumer . After product idea establish , he / she will design a marketing plan , which includes promotional material design , approval and creation including market research . Overseeing the marketing aspect of new store openings and working with staff so that they fully understand the brand image may also be a part of the job . This is an upper - level job position that typically requires candidates to have several years of experience . Some other considerations about this position are that it may requires extensive travel for new store openings or promotional appearances . Traveling to manufacturing facilities may also be required . In addition a fashion market director may appear in public as a company representative and speak in case that it will be necessary , as well as participation in charity events , fundraisers , shows and parties . In conclusion nowadays technology has changed the face of marketing so deeply that the job description , expectations and responsibilities of today ’ s marketing managers are greatly differentiate from the past . Clearly , it ’ s no longer enough to issue press releases and update the company website . Today ’ s marketers need to stay on top of trends and technology . 9


Career Proposal Fashion Marketing Director

KEY ¡ POSITION ¡ SKILLS

Critical Thinking cultivates creative thinking , which in turn solves problems .

Project Management

in terms of social media opportunities and customer engagement .

Analytical Skills in data evaluation , in order to discover trends and patterns in consumer ' s behavior .

Technical Skills as you need to be tech savvy . You must understand what consumer wants and how to deliver it through user - friendly apps and relationship building tools .

Commercial Nous

is the number one skill for advertising .

Team Playing as a marketer you will never work alone . Building a team is a priority and trust among it is necessary .

Influencing and are the key points in consideration of convincing Negotiating Skills your clients and sell your project . 10


•SWOT• My Personal SWOT Analysis

strengths:

weaknesses:

• USP, clearly new ideas • Openminded • Always on time as it concerns deadlines • Communication skills PR • Working experience • Education (BA, MA, Certificates) • Tech Savvy • Able to see new trends • Travel lover

• Not a work experience in the specific field

opportunities:

threats:

• Create unique projects, as I want to present something new to the world • Meeting new people with similar ideas  • Explore trends in more depth  • Build a strong network • Leave abroad 

• Lose enthusiasm in project    • Unable for my team to understand my idea

• Presentation skills • Get bored quickly

• Getting really upset when someone doesn’t see my idea the same way as me 

• Finance and cash flow  • Work and life balance 

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A

cne

A

C

SE STUDY

1

studios

HISTORY

Established at 1996 • Based in Stockholm, Sweden • Founder and creative director is the Swedish Jonny Johansson • Luxury fashion house • Part of creative collective ACNE, which focused on graphic design, film, production and advertising • Started with denim • In 2006 Acne Studios became a standalone company • Problem of getting out of the denim box when it first launched them •

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HY

A

CNE STUDIOS

Because I believe that my style in advertisement suits Acne Studios heritage • Because it is a great experience to be a part of a global business • Because the brand combines luxury and street wear creating a unique case to work for • Because I want to work for a fashion brand, which doesn't only have to do with fashion • Because it is a youth culture brand and it is a challenge nowadays to engage the new generations • Because I really love the aesthetic of the brand and the way it works until now. •

www.

a c n e s t u d i o s

.

c o m

profile

Multi-disciplinary heritage • Art, architecture, street culture, music scene are some of the factors of brand’s inspiration • Ready-to-wear, footwear, accessories, denim are the main garments • Acne studios has social responsibility, as it collaborates with Fair Wear Foundation and others • Clothes are unisex and there are no silhouettes in the clothing lines • Acne Studios avoids traditional forms of marketing and advertising but they are choosing to publish the Acne Paper (biannual magazine) • • Cool anonymity is virtue and the quality became Acne denim’s signature • Numerous collaborations like Lanvin, William Wegman and Bianchi Bicycles. • Pink trademark in shopping bags, merchandising and stationery. • Five-pocket-jeans are the Coca Cola of fashion • Acne Studios is independently owned and has over 45 stores over the world including flagship stores in Paris, London, New York City, Los Angeles and Tokyo. In addition the company has an annual turnover of around 160M EUR. •

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A

M

A

C

SE STUDY

A

2

J

RC

COBS

HISTORY

Established at 1984 • Based in New York, United States • From 1997 until 2015 was the creative director for Louis Vuitton and he designed the first Louis Vuitton’s ready-to-wear collection • Marc Jacobs has launched a shirt demanding the legalization of gay marriage • In 2013 Marc Jacobs accused for using actual fur from raccoon dogs from China in his garments • He has won multiple awards among them in 1987 Jacobs was the youngest designer have been ever awarded the fashion industry’s highest tribute, the Council of Fashion Designers of America’s Perry Elis Award for “New Fashion Talent.” •

w

HY M

A

RC J

A

COBS

Because is a huge business with a well established name and reputation • Because is a brand with an extraordinary aesthetic in its campaigns and collections • Because you will learn from the best • Because I am really interesting into be a part of a brand, which is shaking the boundaries of fashion in any chance • Because I have been really inspired through years from Marc Jacobs marketing strategies • Because the brand is a real stand out of the crowd situation, which empower to be different •

www.

m a r c j a c o b s

.

c o m

profile

Part of LVMH Moet Hennessy group – Louis Vuitton • Marc Jacobs besides the huge and numerous collaborations that he has made with celebrities he is still the main persona of the brand • Now there 250 stores in 80 countries making the brand a well established global business • The Cancer Research Project “Protect The Skin You’re In” is a massive campaign around the world to raise awareness about melanoma with nude posed celebrities on T-shirts • In 2016 Marc Jacobs was the first fashion house, which offering a variety of garments at varying price points as Marc Jacobs Collection and Marc by Marc Jacobs (diffusion line from 2001) labels have been unified under one single-label Marc Jacobs brand •

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'

Victoria s

A

C

SE STUDY

3

Secret

HISTORY

Launched at 1997 • Based in Ohio, United States • Founder was Roy Raymond, who came up with the idea of sexy lingerie when he wanted to buy some as a gift for his wife and couldn’t find something special • The name “Victoria” is because of the interior design of the store, as Raymond wanted to give a sense of the Victorian era, the world “secret” was hidden beneath the whole concept. • The biggest problem was that the company was selling more in men rather than women • In 1982 Victoria’s Secret sold to Limited Brands and Leslie Wexner •

profile

Wholly owned by Lbrands, a publicity trade company • Iconic lingerie brand featuring celebrated supermodels and a world-famous runway show, is the leading specialty retailer of women’s lingerie, prestige fragrance, body care, accessories and athletic and lounge wear. • 1.500 shops worldwide • There are ethical standards like honesty, w A' integrity and fair treatment of associates • Because is one of the most successful brands • Supplier Code of Conduct today in a global level • Victoria’s Secret famous Angels • Because working in an enormous production • Huge fashion shows from 1995, which the like Victoria’s Secret fashion shows is much world waits for them every year. It’s an more than an experience amazing production with combination of • Because the brand creates continuous fashion and music advertisements and social media content • Pink is a product line from 2002 targeted to except the big campaigns 15-22 years old teenage girl. Through that girls • Because I’m interesting in lingerie challenge, are introducing to Victoria’s Secret as it has a different value around the world and • Empowerment and work your body are you have to work with different cultures some of the key mottos of the brand HY VICTORI

www.

S SECRET

v i c t o r i a s s e c r e t

.

c o m

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Conclusion Reflective Journal

LECTURE · SERIES

Through my masters in fashion marketing and communication at University for Creative Arts I had been introduced to fashion business professionals . Each one of them was from a different sector but all they had some key points in common . If you want to be successful you have to risk and be fearless to fail , because in the end failure is a lesson . You have to trust first your guts , as you need to be 100 % sure about yourself and then your team , because teamwork is capable for everything . Without these elements you will not be able to go far inside the fashion industry and general in business . Determination is everything . In addition you have to be able to be your brand ' s consumer in order to understand what they want and how they feel with your brand . The best tactic is to work for a brand that you are not a customer because in that case you have to convince yourself first to buy from that brand . Today in the most industries and not only in fashion the biggest motto is “ Less is More ” and is about a minimalistic idea of the simplicity is the best . Lecturers made me understand in more depth fashion industry and business in general , how this huge industry really works . Through their experiences – which they shared with me and my colleagues at university - I realize there is nothing you can ’ t achieve and if you keep chasing your dream and with hard work life will reward you somehow . They show me that everything is possible and you should have faith in where life will take you . Most of the lecturers had started in a very different path from where they ended up , like Pandora ’ s Head Marketing in UK , Jo Glynn Smith , who started as a sales assistant in a shop and after years , hard work and many changing positions she now has a upper - level job title in a successful business . You must have the curiosity of discovering new things and gain new knowledge , because today , when the competition is so big it is necessary to continue expand your skills and mind . 15


Conclusion Reflective Journal RESEARCH · PROCESS · AND · CHALLENGES

As it concerns my original target role I can honestly say that after this project I have changed my mind . At first I wanted to be a creative director but I figured out that it is a position , which has to do more with the designing of the clothes and garments procedure . I don ’ t exclude it as a potential job but is a secondary choice . Through the research process I realize that the most suitable role with what I love is the one of the marketing director . I ’ m actually interesting in the creative part of the business and more specific in designing advertisements and campaigns and also organizing events . I like to create something that gets into people ’ s minds and make impression . I have no doubt that consumers nowadays have a massive and complex mind but the rules are the same if you want to be in the center of attention . If you want to remember you , you have to be different in order to stand out from your competitors . You need to have something to say and that is not have to be only words but you can speak in many ways inside the fashion industry like with a campaign to protest for animals or with a clothing line which “ says ” to you that is good to be imperfect . Fashion more and more now is not about clothes but about an idea and a way of living . Brands need to engage with customer ’ s minds in order to raise brand awareness and create a loyalty consumer base and I love to do that with my projects . Until now building a worthy portofolio is not an easy task , as you have to come up with a new idea every 10 minutes and be able to make it real through visuals in order for others to understand it and I believe that is the most difficult and challenging part , how to convert an idea into reality or into a product . In addition presentation skills are the key for a project to be successful , it ’ s the art of selling your idea to potential clients and all you need is to be short and persuasive . All your hard work in 5 minutes and these 5 minutes will evaluate your project .

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bibliography

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Career Proposal  

Fashion Marketing and Communication / The Fashion Business Lecture Series

Career Proposal  

Fashion Marketing and Communication / The Fashion Business Lecture Series

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