FASHION MARKETING
Inhoudsopgave
1 Fashion?..................................................................................................................................................... 4
1.1 The Antwerp Six..............................................................................................................................................4
1.2 Dior..................................................................................................................................................................4
1.3 Coca-cola.........................................................................................................................................................5
1.4 Diane Pernet....................................................................................................................................................5
2 Mode.......................................................................................................................................................... 5
3 Segmentatie................................................................................................................................................ 6
3.1 Haute couture versus ready to wear...............................................................................................................6
3.1.1 Haute couture..........................................................................................................................................6
3.1.2 Ready to wear...........................................................................................................................................6
3.2 Vandaag de dag..............................................................................................................................................6
3.2.1 Onafhankelijke ontwerpers......................................................................................................................7
3.2.2 Luxemode van concerns...........................................................................................................................7
3.2.3 Middensegment.......................................................................................................................................8
3.2.4 Kledingsketens..........................................................................................................................................8
4.1 Porter’s generic strategies..............................................................................................................................9
4.2 Hiërarchie en wisselwerkking in de mode.....................................................................................................10
4.3 Merkenpiramide............................................................................................................................................10
4.4 Licentie-overeenkomsten (Licensing)............................................................................................................11
5 Retail versus wholesale............................................................................................................................. 11
5.1 Retail.............................................................................................................................................................11
5.2 Wholesale......................................................................................................................................................11
6 Modeseizoen............................................................................................................................................ 11
6.1 Collecties.......................................................................................................................................................12
6.1.1 SS-AW.....................................................................................................................................................12
6.1.2 Samples..................................................................................................................................................12
6.1.3 N.O.S-artikels..........................................................................................................................................12
6.2 Inkoop...........................................................................................................................................................13
6.2.1 Wat?.......................................................................................................................................................13
6.2.2 Waar?.....................................................................................................................................................13
7 Fashionweeks........................................................................................................................................... 13
1
,8 Fahsion Marketing Flow............................................................................................................................ 14
8.1 Waardeaanbod.............................................................................................................................................14
8.1.1 Product...................................................................................................................................................14
8.1.2 Prijs.........................................................................................................................................................14
8.1.3 Gemak....................................................................................................................................................15
8.2 Merken..........................................................................................................................................................15
8.3 Flow marketingstrategie...............................................................................................................................16
8.3.1 Brand activation.....................................................................................................................................16
8.3.2 Omnichannel..........................................................................................................................................17
8.3.3 Customer experience.............................................................................................................................17
9 Moeilijkheden en uitdagingen................................................................................................................... 17
9.1 Moeilijkheden................................................................................................................................................17
9.2 Fahsion talks.................................................................................................................................................18
9.3 Mogelijke strategieën om het wel te overleven............................................................................................19
9.3.1 Uitbreiden aanbod ‘repertoire’..............................................................................................................19
9.3.2 Integratie = bedrijf opkopen..................................................................................................................19
9.3.3 Artificiële schaarste................................................................................................................................20
9.3.4 Coöperatie..............................................................................................................................................20
9.3.5 Andere strategiën...................................................................................................................................20
9.4 Pers en social media......................................................................................................................................20
10 Retail...................................................................................................................................................... 21
10.1 Pop-up stores..............................................................................................................................................21
10.2 Flagship stores............................................................................................................................................21
10.3 Concept stores.............................................................................................................................................22
10.4 Multibrand stores........................................................................................................................................22
11 The future of Fashion with Alexia Chung in NYC.......................................................................................22
11.1 Introduction.................................................................................................................................................22
11.2 How to run a Fashion Business...................................................................................................................22
11.2.1 Lindsay butler (creative director and CEO)..........................................................................................22
11.2.2 Joseph Altuzarra partnering with CEO Karis Durmer...........................................................................23
11.2.3 Humberto Leon (Creative director and co-owner of Opening Ceremony + co-creative director of
Kenzo) and Carol Lim (CEO and co-owner of Opening Ceremony + co-creative director of Kenzo)..............23
11.3 How PR works & Normcore.........................................................................................................................23
11.3.1 Agency Black Frame.............................................................................................................................23
11.3.2 Greg Fong (Co-founder of K-Hole) and Emily Segal (Co-founder of K-Hole)........................................24
11.4 How to set up an agency.............................................................................................................................24
11.4.1 Brooke Wall (Founder and CEO of The Wall Group)............................................................................24
11.4.2 Susan Scafidi (founder and academic director of the Fashion Law Institute).....................................24
11.5 Blogging and building your platform..........................................................................................................25
11.5.1 Leandra Medine (Founder of Man Repeller = blog).............................................................................25
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Inhoudsopgave
1 Fashion?..................................................................................................................................................... 4
1.1 The Antwerp Six..............................................................................................................................................4
1.2 Dior..................................................................................................................................................................4
1.3 Coca-cola.........................................................................................................................................................5
1.4 Diane Pernet....................................................................................................................................................5
2 Mode.......................................................................................................................................................... 5
3 Segmentatie................................................................................................................................................ 6
3.1 Haute couture versus ready to wear...............................................................................................................6
3.1.1 Haute couture..........................................................................................................................................6
3.1.2 Ready to wear...........................................................................................................................................6
3.2 Vandaag de dag..............................................................................................................................................6
3.2.1 Onafhankelijke ontwerpers......................................................................................................................7
3.2.2 Luxemode van concerns...........................................................................................................................7
3.2.3 Middensegment.......................................................................................................................................8
3.2.4 Kledingsketens..........................................................................................................................................8
4.1 Porter’s generic strategies..............................................................................................................................9
4.2 Hiërarchie en wisselwerkking in de mode.....................................................................................................10
4.3 Merkenpiramide............................................................................................................................................10
4.4 Licentie-overeenkomsten (Licensing)............................................................................................................11
5 Retail versus wholesale............................................................................................................................. 11
5.1 Retail.............................................................................................................................................................11
5.2 Wholesale......................................................................................................................................................11
6 Modeseizoen............................................................................................................................................ 11
6.1 Collecties.......................................................................................................................................................12
6.1.1 SS-AW.....................................................................................................................................................12
6.1.2 Samples..................................................................................................................................................12
6.1.3 N.O.S-artikels..........................................................................................................................................12
6.2 Inkoop...........................................................................................................................................................13
6.2.1 Wat?.......................................................................................................................................................13
6.2.2 Waar?.....................................................................................................................................................13
7 Fashionweeks........................................................................................................................................... 13
1
,8 Fahsion Marketing Flow............................................................................................................................ 14
8.1 Waardeaanbod.............................................................................................................................................14
8.1.1 Product...................................................................................................................................................14
8.1.2 Prijs.........................................................................................................................................................14
8.1.3 Gemak....................................................................................................................................................15
8.2 Merken..........................................................................................................................................................15
8.3 Flow marketingstrategie...............................................................................................................................16
8.3.1 Brand activation.....................................................................................................................................16
8.3.2 Omnichannel..........................................................................................................................................17
8.3.3 Customer experience.............................................................................................................................17
9 Moeilijkheden en uitdagingen................................................................................................................... 17
9.1 Moeilijkheden................................................................................................................................................17
9.2 Fahsion talks.................................................................................................................................................18
9.3 Mogelijke strategieën om het wel te overleven............................................................................................19
9.3.1 Uitbreiden aanbod ‘repertoire’..............................................................................................................19
9.3.2 Integratie = bedrijf opkopen..................................................................................................................19
9.3.3 Artificiële schaarste................................................................................................................................20
9.3.4 Coöperatie..............................................................................................................................................20
9.3.5 Andere strategiën...................................................................................................................................20
9.4 Pers en social media......................................................................................................................................20
10 Retail...................................................................................................................................................... 21
10.1 Pop-up stores..............................................................................................................................................21
10.2 Flagship stores............................................................................................................................................21
10.3 Concept stores.............................................................................................................................................22
10.4 Multibrand stores........................................................................................................................................22
11 The future of Fashion with Alexia Chung in NYC.......................................................................................22
11.1 Introduction.................................................................................................................................................22
11.2 How to run a Fashion Business...................................................................................................................22
11.2.1 Lindsay butler (creative director and CEO)..........................................................................................22
11.2.2 Joseph Altuzarra partnering with CEO Karis Durmer...........................................................................23
11.2.3 Humberto Leon (Creative director and co-owner of Opening Ceremony + co-creative director of
Kenzo) and Carol Lim (CEO and co-owner of Opening Ceremony + co-creative director of Kenzo)..............23
11.3 How PR works & Normcore.........................................................................................................................23
11.3.1 Agency Black Frame.............................................................................................................................23
11.3.2 Greg Fong (Co-founder of K-Hole) and Emily Segal (Co-founder of K-Hole)........................................24
11.4 How to set up an agency.............................................................................................................................24
11.4.1 Brooke Wall (Founder and CEO of The Wall Group)............................................................................24
11.4.2 Susan Scafidi (founder and academic director of the Fashion Law Institute).....................................24
11.5 Blogging and building your platform..........................................................................................................25
11.5.1 Leandra Medine (Founder of Man Repeller = blog).............................................................................25
2
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