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.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uj/uj:4328 |
| Date | 13 March 2014 |
| Creators | Verster, Catharina Maria (Tina) |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Thesis |
| Rights | University of Johannesburg |
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