How is Marketing Helpful in the Fashion Industry?

Whether it's a surplus outlet, street vendor or exclusive couture window; display sells.

Marketing is the arm of fashion that sells the goods. Merchandisers understand trends, fashion cycles, branding, visual display and pricing. They get it, when it comes to moving fashion. They sell the designer's vision to his chosen market. From ad campaigns to store windows, fashion marketers are brand-savvy geniuses.

Function

The function of fashion marketing is to move merchandise form the designer's showroom to the retail floor, and ultimately into the consumer's closet. Everything involved in that process is part of the marketing chain. From the designer's studio to the showroom; from the wholesale middleman to the retail storefront; marketers coordinate most aspects of moving the product.

Skills

Marketing geniuses are just that. They are people with a strategic plan. They understand brand vision and consumer motivation. Effective marketers are trend forecasters, demographic experts, visual display artists, consumer analysts and computer-competent math whizzes.

Timing

Fashion marketers work in the land of tomorrow. They look ahead to see seasons into the future. Determining what the public will want and how to sell it to them is not easy. Projected economic downturns or upturns, seasonal fluctuations in the market, unexpected trends that may, or may not, catch on, along with regional fluctuations, all factor in.

Pop Culture Influence

Savvy fashion marketers get their brand in front of the right consumer. They dangle goods and lure their market by costuming television personalities, Hollywood celebrities and other famous icons. They create sensational events that draw attention to their merchandise. Fashion shows, gratis events, contests and magazine spreads are all within their realm.

Education and Background

Getting into fashion marketing requires either a degree in fashion merchandising or one in marketing with a recommended specialty in fashion. Four-year degrees hold rank over two-year ones, of course, but industry experience can tip the scale in favor of the candidate with less education but more real life experience.

Challenges

Fashion marketing can be less than glamorous. Unloading clothing from the dock, pushing racks around a warehouse floor and running last minute errands are to be expected. Long hours, physical labor and working with all personality types pose additional challenges.

Outlook

Competition is projected as keen for coveted jobs within this industry. The United States Department of Labor's Bureau of Labor Statistics projects average growth over the next few years. Since the fashion branch of marketing is associated with glamor and glitz you can expect the qualifications to be higher than the norm.

References

• United States Department of Labor: Bureau of Labor Statistics: Advertising, Marketing, Promotions, Public Relations, and Sales Managers