Fashion Marketing 101

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In a nutshell, fashion marketing is a profession that takes the newest trends and designs in clothing and communicates them to a target market in such a way that the buyer is not only aware of the product, but wants to and finally does buy the product. A target market is a sector of the buyer market to which a enterprise wishes to sell (i.e. Market) its clothing. To fully know what fashion marketing is, it is important to understand that marketing does not stop at ads in magazines or commercials on Tv. The world of marketing is just as dynamic as the world of fashion. Marketing clothing includes elements such as determining which shop the apparel should be sold in, what price the clothing should be sold for--all the way to how the in-store displays should look. Fashion marketers often are as savvy about enterprise as they are about fashion and beloved culture.

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Fashion marketers are creative. At the core, the profession is about connecting with the image--the lifestyle--the buyer wants. For example, in the fashion industry, comfort, style, material, color, symmetry, and usability are just the starting of a list of elements designers must consider when developing a line of clothing. Fashion marketers take the task a step further by determining the best way to promote the characteristics of the clothing to the buyer and to which group of consumers to promote it to. What a 65 year-old female is looking for from a piece of formal eveningwear is thoroughly separate from what a 21 year-old male wants from casual daily wear. Consequently, fashion marketers must stay abreast with the newest fashions as well as know what styles will be thriving for a range of occasions, age groups and demographics.

Fashion marketers play an critical role within the fashion industry because they are the link between designers and the public. The success of a line of clothing does not rest solely on its design. Often, thriving marketing is just as crucial, if not more so, to the line as the actual clothing itself. This is because marketing is the tool through which the designer identifies with the public, and the public identifies with the designer. Without this exchange, it would be difficult to make the buyer base required to have a thriving line of clothing.

Ultimately, fashion marketing is a fun profession--changing and reinventing itself just as often as the clothes it promotes. It integrates the artistic nature of fashion with the creative aspects of business--making for a highly rewarding career to the ambitious and innovative.

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