Those times are gone when fashion industry was associated with the glamorous world of film industry. Definitions of fashion are fast changing. In these days fashion is considered as something that expresses the personality of an individual. World of fashion and glamour is developing tremendously with the entry of new luxury brands. Modern societies have become beauty conscious and every one demands changes in the fashion accessories. Be it a trendy or casual dress; it would reflect the lifestyle, status and attitude of a person.
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| Importance of branding in fashion marketing |
Creative ideas combined with excellence bring out new changes in the arena of fashion. Fashion brands focus on the changing social trends and consumer psychology. So if you have an artistic bend of fashion and are interested to know about the practical aspects of business, then fashion marketing will be a right career option for you.
Have you ever thought why branding holds much importance in the field of marketing? Highest expenses are made in the advertising and branding process of a product. It is only because the increased trust of customers in the brand products because ‘quality’ is often associated with the branded items. There are several factors related with the branding of a product which includes brand attributes, brand benefits, brand values and brand personality. Several features will be associated with the items that make it unique from its competitor products. Those features are termed as brand attributes. Customers always select the cloth or its accessories in accordance with some brand benefits such as quality, cost etc. Brand values and personality are often related with its significant special features. If the commodities gained an entry in the high brand quality section, then it will gain great customer loyalty and an edge over the competitors.
Each brand will have its own signature pattern that differentiates it form others and make it a favorite choice among public. Just like some of the high quality brands ‘Missoni’ is characterized by its color, ‘lacoste’ for its shape, ‘G-star’ for its material and ‘burberry’ for its pattern. Marketing strategies implemented in fashion industry should be as dynamic as the changing consumer perceptions. Each person will have different taste of choice and views of selection. For example, the garment selection of a teenager and that of an elder woman will be entirely different. Trends must be established in such a way that it satisfies the requirements of all targeted customers. Promoting the accessories will build publicity in the society. Once the product is publicized, then it is the time to retain the potential customers.
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