Marketing for the Retailer

Wholesale

A company that sells the goods to the retailer for subsequent resale to the consumer.

Chief Marketing Officer (CMO)

A higher executive position than marketing director that exists in some large companies in the fashion industry.

Marketing Plan

Helps define and quantify user benefits, establishes the market size as well as potential customer interest, and addresses the competition.

Distribution

Involves the product marketing manager in making sure that the product is available where and when it is wanted; refers to the P in the marketing mix called "place."

Client/Customer Relationship Management (CRM)

Marketing that encompasses the ability to analyze significant amounts of data to understand consumer demographics, key market segments, and best practices for recruiting or retaining those customers.

Marketing Mix

Refers to market variables.

Channel of Distribution

Refers to the method selected for moving goods from producer to consumer.

Target Market

Refers to the people or consumers who are targeted as potential customers or product users.

Diffusion Labels

Secondary lines at lower prices that are being introduced by high-end designer, such as Missoni, Narcisco Rodriquez, and Vera Wang, exclusively to mass merchandisers to increase market share.

Copywriter

The individual who is responsible for writing the words, slogans, and audio scripts that accompany promotional visuals - online and in print.

Marketing Director

The individual who often develops, implements, and facilitates the marketing plan in fashion retailing.

Art Director

The individual who produces and oversees production of artwork for advertising campaigns, magazines, television shows, films, Web sites, or products, often working with the other marketing divisions and reporting to the creative director.

Brand Marketing Manager

The individual who strategically develops and execute multichannel brand marketing and promotional programs in order to drive brand awareness, support and reinforce the brand's character, and ultimately generate increased revenue.

Digital Marketing Manager

The individual who works to further develop and manage a company's digital marketing presence and oversees the digital marketing strategy for the brand.

Product Marketing Manager

The individuals who anticipate when to get into a fashion style, color, or theme and when to get out.

Creative Directors

The individuals who oversee art directors and other in-house art staff; they often work directly with the marketing director, or they are the marketing director, to ensure that the strategy, marketing goals, and branding expectations are met.

Marketing Manager

The position in some firms that is just below that of marketing director in the executive hierarchy and has qualifications similar to those of marketing director.

Branding

The sum of all the associations, feelings, beliefs, attitudes, and perceptions customers have with a company and/or its products.