FASHION MERCHANDISING 5-8

Mass Market Brand

A mass market brand appeals to the masses by virtue of its "popular" price and middle-of-the-road product appeal

Niche Brand

A niche brand is targeted to a very specific customer and thus has a much smaller distribution than a mass market brand

Trend

A trend implies the direction or movement of a fashion. The word "trend" often is used synonymously with "fashion".

Advertising

Advertising conveys a message to a large group of people through a mass medium, such as newspapers, magazines, television, and the Internet.

Exclusive Line

An exclusive line is a brand-name line created by the producer of the brand for exclusive distribution by a single retailer.

Basic goods

Basic goods are functional goods that change infrequently and are generally considered necessities.

Family life cycle segmentation

Family life cycle segmentation is based on marital status and the presence or absence of dependent children in a family

Fashion goods

Fashion goods are aesthetically appealing goods that change frequently and are generally considered non necessities.

Fashion Laggards

Fashion laggards purchase the fashion during this stage, as well as nonfashion customers who have no interest in fashion.

Geographic segmentation

Geographic segmentation involves profiling customers by geographic region of the country. Climate is an obvious reason for this segmentation.

Fashion Followers

Growth phase fashions are adopted by fashion followers

Image

Image is a term closely allied to positioning. A store's image is the way it is perceived by the public.

Fashion Leaders

Prices during the introductory phase are high, but fashion leaders, or trendsetters, are willing to pay the price for the sake of exclusivity and novelty.

Private Label

Private label merchandise bears the name of the retail store in which it is sold, or a name used exclusively by the retailer.

Psychographic segmentation

Psychographic segmentation involves identifying markets according to their values, attitudes, and lifestyles.

Regular price advertising

Regular price advertising reinforces an image of fashion or prestige and is common among department and specialty stores.

Sales promotion

Sales promotion is the organizational function responsible for inducing customer traffic and sales by communicating information to customers pertaining to assortments, prices, services, and other sales incentives.

Trickle-up Theory

Still other fashion theorists find evidence of trickle-up theory, or status float phenomenon.

Promotional Advertising

commonly called "sale" advertising, promotional advertising features a retailer's regular offerings at discounted prices.

Contemporary Lines

contemporary lines are for women in their twenties and thirties looking for trendy apparel at affordable prices.

demographic segmentation

demographic segmentation involves identifying markets by observable or measurable characteristics such as gender, age, income, and ethnicity

ethnic segmentation

ethnic segmentation has become an important marketing strategy because of the rapid growth of populations of African, Asian, and Latino descent.

Fashion

fashion is a form of expression widely accepted by a group of people over time

Knock-offs

less-expensive, mass-produced in cheaper fabrications.

market segmentation

market segmentation is the process of identifying niche markets

Publicity

publicity is "free advertising" through a mass medium in the form of news coverage

Designer Brand

A brand that bears the brand name of a designer or design company is called a designer brand, or a signature brand.

Classic

A classic is a long-eduring fashion

Loyalty program

A loyalty program is an individualized mass marketing strategy of tracking customer purchases to anticipate their future needs.

Manufacturer

A manufacturer uses labor and machinery to convert raw materials into finished products. The traditional concept of manufacturing encompasses a comprehensive range of functions, such as product design, materials procurement, and the complete production process.

Better Lines

Better lines and moderate lines are broadly distributed, appearing at less prestigious department stores, including Macy's.

Brand Extension

Brand Extension involves adding related products to an existing product line or developing a new product line with the same brand identity.

Branded Merchandise

Branded merchandise, or brand-name merchandise, is identified by a name and/or symbol associated with certain product characteristics.

Brand-Driven

Branding is especially important to the retailers of certain categories of merchandise. Purchases are brand-driven when clear distinctions differentiate brands.

Bridge Lines

Bridge lines are lower-priced than designer lines with limited distribution through prestigious stores, such as Saks Fifth Avenue and fine specialty stores.

Designer Lines

Designer lines are exclusive creations of reputed designer houses, such as Gucci, Prada, Versace, and Marc Jacobs. Their distribution is limited, sometimes restricted to the designer's boutique's and upscale stores.

Direct response advertising

Direct response advertising, such as catalogues, bill enclosures, and flyers, is another form of retail advertising.

High Fashion

Introduction- A fashion is avant-garde during the introductory stage of the life cycle. During this stage, fashion apparel is called high fashion and is available only through designers or very exclusive stores.

Invitation-only shopping events

Invitation-only shopping events are a way of rewarding best customers while enticing them to buy

Licensing

Licensing is a form of brand extension involving the use of merchandising property in the design of a product or a product line.

Clearance advertising

Like promotional advertising, clearance advertising features goods at discounted prices. However, clearance goods are residual assortments of end-of-season, slow-selling, or discounted merchandise.

Mass Market Lines

Mass Market lines, formerly called budget lines, are carried in value oriented stores, such as full-line discounters.

Moderate Lines

Moderate lines are broadly distributed, appearing at less prestigious department stores, including Macy's. Moderate lines have even broader distribution than better lines and may appear at stores such as J.C. Penney and Sears.

Institutional advertising

Often called image advertising, Institutional advertising reinforce's a store's position as a leader in value, service, fashion, or prestige.

Positioning

Positioning refers to a marketplace position that a product or service occupies relative to its competitors

Stored value cards

Stored value cards, known to customers as gift cards, are a database marketing strategy. Like warehouse club membership cards, stored value cards provide retailers with up-front cash that the retailer retains whether the card is redeemed or not.

Fashion life cycle

The fashion life cycle represents the evolution, culmination, and decline of fashion acceptance. The fashion life cycle has four phases: introduction, growth, peak, and decline.

Preprinted Insert

The preprinted insert has become a popular newspaper advertising vehicle. Often called "circulars," the most common type of insert is the multipage 10-by-15 tabloid

Trickle-across Theory

The trickle-across, or diffusion, theory, suggests that fashion is simultaneously adopted across all socioeconomic groups.

Trickle-down Theory

The trickle-down theory traces the origins of fashion to upper socioeconomic classes.

Diverters

Third party wholesalers who would then sell it to discount stores.

market

a market is a group of customers with the potential to buy

mass market

a mass market is a large group of customers with similar characteristics and wants. Mass market characteristics are often described as "typical" or "mainstream"

niche market

a niche market is a small group of customers with characteristics and wants that differ from the mass market

Special Events

special events, such as informal modeling, "how-to" seminars, and appearances of television and sports celebrities, are promotional attractions that draw customers and create an exciting shopping atmosphere in the store

target marketing

target marketing responds to the wants and needs of a niche market with a marketing strategy that may include a mix of products, services, or advertising