Thesis (M.S.)--University of Missouri-Columbia, 2004. / Typescript. Includes bibliographical references (leaves 57-61). Also available on the Internet.

Thesis (Ph. D.)--Duke University, 2009.

Thesis (M.S.)--University of Missouri-Columbia, 2004. / Typescript. Includes bibliographical references (leaves 57-61). Also available on the Internet.

Thesis (M.A.(Research Psychology))-University of Pretoria, 2005. / Includes bibliographical references. Available on the Internet via the World Wide Web.

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2006. / Includes bibliographical references.

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M.Com. (Marketing Mangement) / The fashion industry consists of two components: creating and developing a new product, and marketing the product. This process is repeated on four levels: raw materials, manufacturing, retailing, and marketing. It is important for the people in the fashion industry to know about every level as they are interrelated. The fashion designer should for example understand the importance of designing and selling garments, and what the consumer looks for in a garment. The fashion marketer should know what happens to the garment before it arrives at the store, so that it will be possible to make wiser marketing decisions. The fashion editor should know every aspect of the garment before starting a marketing campaign. It is important for the people in the fashion industry to understand the consumer and his needs.' Unfortunately, very little information is available in the industry about consumer demand, and satisfying the need ofthe consumer. AIM: The main purpose of this study is to determine whether there is a shift of emphasis to a more user friendly fashion market. Therefore this is an attempt to pin down current trends in fashion marketing, trends which are highly changeable for a . variety of reasons. However, it must not be seen as a prediction of the future of fashion marketing as such for the next decade. This should be seen as an attempt to establish whether the marketer, and his perception ofcustomer needs, playa more important role than the customer and his actual needs. The question which arises is whether fashion is created because of the customer need or does the designer create a fashion for which the customer the develops a need. It is therefore necessary to determine whether trends created by designers, marketers and editors create a need amongst customer. PROCEDURE: Fashion designers, -marketers, and -editors were personally interviewed to obtain information regarding their marketing strategies, target market, and especially their success in satisfying their consumers' needs. Nearly thirty questionnaires consisting offour sections ofmarketing in South Africa were completed by designers, marketers, and editors, aged 22 to 55. RESULTS: The conclusion can be made the shift of emphasis in fashion marketing has not taken place. The consumer together with the designer, marketer end editor play an important part in the fashion world. Fashion is created for which a customer then develops a need.

The major objective of this study was to establish a department in an organization, which would co-ordinate all new product planning activities. To attain this objective it was necessary to study the characteristics of a firm and then using these, develop a department which would utilize the firm's strengths and avoid its weaknesses. Initially the components required in a product policy were presented to act as a guide for management in establishing its new product planning department. The first step of the organizing process was the complete analysis of the basic stages that new product ideas pass through. This analysis included collection and screening of product ideas, the development of specifications for the product, and the testing of the product prior to commercialization. The decisions required, and the personnel involved at each stage were clearly indicated as the product idea evolved. Throughout the thesis, the need for an organized marketing research operation is emphasized. It is claimed that to have effective new product development there must be thorough and complete market knowledge available. Marketing research is an integral part of the activities proposed in this thesis. The department that is proposed consists of a committee with representatives from each of the major line functions in the firm. It is a staff department with functional authority. The new product development activities in the firm are guided and controlled by this coordinating body. The members of the new product planning department work in close co-operation with the line department managers and the executive committee. Management of a firm adopting the proposed system must be devoted to progress through new product development. For the new product planning department to be successful more than an organizational structure is required. The company as a whole must accept the premise that an organized approach to innovation is essential. This frame of mind must be prevalent before the proposed department will be able to work co-operatively with the various line functions in the firm. An integrated approach to new product development is therefore being proposed. To test the validity of the suggested system it was compared to the new product development operations in a leading Canadian chemical company. The operations of the firm are discussed in detail prior to analyzing them relative to the proposed system. Successful new product development is the key to the future for most industrial companies. Careful planning based on thorough and methodical analysis will result in new products being introduced with consistent success. To enable the planning process to take place a department must be established which will co-ordinate all new product activities and produce optimum results. The system proposed in this thesis, if properly implemented, will meet these requirements. / Business, Sauder School of / Graduate