Fashion marketing is that branch of marketing in which the industry deals with advertising campaigns and promotional events of the items of clothing and accessories to the targeted customers.
Fashion marketing can be carried out by advertising through print media or through online platforms. One can use both the offline and the online marketing strategy to reach out to the maximum number of customers. In the offline mode, various options are available. These can be in the form of print media like newspapers, magazines; templates, etc. other than that television and radio broadcasting are also included in the offline mode of fashion advertising.
Now coming to the online mode of promotions, the internet provides with several social media sites majorly the maximum number of users are on the Facebook, twitter, Instagram. So with the help of these online sites, fashion marketing can be done. The practice of fashion marketing is done to advertise fashion brands and their products to targeted customers who may eventually become potential buyers.
Now, this fashion marketing is quite different from the rest of the marketing practices. In another type of marketing research is done in a particular targeted customer and then advertising is done keeping those targeted customers in mind.
But in the case of fashion marketing, there are targeted customers but there isn’t just one single group of targeted customers. In fact, there are several different groups of targeted customers. The fashion industry sells clothing and accessories which is worn by every single person on this earth.
Created a Marketing Campaign on our own!
For our brand project we got a chance to create our very own Integrated Marketing Campaign , which was a fun activity as it got us thinking on how to create and market this campaign as if we are actually making it for the brand.
Our brand is 'Allen Solly' and we came up with a campaign for Republic Day Offer where we will ask people to donate clothes and they can save money by doing it . The people can get a discount coupon on the basis of kgs donated and the donated clothes will be given to NGOs or Slums.
The discount coupon will be applicable on the shopping of 2000 and above.
For example:l If a person donates 2 kgs of clothes , they will receive Rs 500 off , and Rs 1500 of ultimate sale will be made by the brand . The campaign can be promoted through the brand's own official website , their social media handle as they are very active , specially on Instagram , blogs and by using Google Ads as well.
Green Marketing
This topic was a part of my lecture and to find out more on this.
Green marketing refers to the practice of developing and advertising products based on their real or perceived environmental sustainability.
Examples of green marketing include advertising the reduced emissions associated with a product’s manufacturing process, or the use of post-consumer recycled materials for a product's packaging. Some companies also may market themselves as being environmentally-conscious companies by donating a portion of their sales proceeds to environmental initiatives, such as tree planting.
When a company’s green marketing activities are not substantiated by significant investments or operational changes, they may be criticized for false or misleading advertising. This practice is also sometimes referred to as green washing.
I researched green marketing techniques by the brand 'Mango'.
On opening their website , we see a declaration stating their determination about being a sustainable brand, before even being one. This is a big responsibility, with a strong base —they also share a six-step roadmap to prove their commitment.
They were first introduce their ''Committed Collection'. A garment is committed if it contains at least 30% of sustainable fibers in the composition of its main fabric or has been produced using processes with a lower environmental impact. All the sustainable fibers in the committed collections are certified according to national standards such as GOTS (Global Organic Textile Standard). OCS (Organic Content Standard.
In 2020 Mango set up a work group focusing its circular economy strategy that is:
Reducing and Recycling by cutting down the waste
Extending the useful life of products by rewarding the collection of post consumer clothing in collaboration with NGOs. , to give people at risk a second employment opportunity .
Promoting an internal circular economy culture by training designers and starting to develop capsules of circular garments.
Indian fashion influencer Sakshi Sindwani is Manish Malhotra’s muse in his latest collection
Every girl dreams of wearing a Manish Malhotra lehenga at her wedding and every other model wants to be a part of his couture week.Sakshi Sindwani’s little dream of representing couture has come true. The body-positivity icon took to her Instagram to share how elated she is to be featured in Manish Malhotra Couture week
The model was seen wearing a bright red lehenga with all-over zari work pairing up with a full-sleeve deep-neck blouse. The net dupatta that she carried also consists of heavy embroidery work. On the accessories front, she opted for a heavy Kundan necklace with a big nose ring and maangtika. She left her wavy hair open while opted for minimal makeup all over the face with bold lips.
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