FASHION MARKETING &

BRANDING

PhDr. DENISA KASL KOLLMANNOVÁ, Ph.D.

FASHION OR LIFESTYLE?

GEORG SIMMEL (1905, Philosophie der Mode)„Fashion is like a bridge and door: unites and divides“

„EXATITUDES“ – Ari Versluis and Ellie Uyttenbroek „The apparent contradiction between individuality and uniformity“

HAUTE COUTURE

LUXURY BRANDSAFFORDABLE LUXURY

MASS-MARKET BRANDSFAST FASHION

PRIVATE LABELS, MASS PRODUCTION

TOP PRICE

PREMIUM PRICE

MID-PRICE

LOWEST-PRICE PRODUCT

FAST FASHION

• MARKET MODEL - 1990s• CATEGORY MANAGEMENT • PRODUCTION CYCLE – SUPPLY CHAIN • QUICK RESPONCE METHOD• MARKETING• VISUAL MERCHANDISING – NO ADVERTISING • BRANDS: ZARA, H&M, TOPSHOP, GAP, AX,

COMME CA, C&A, BENETTON, NEXT, FOREVER 21, UNIQLO, NEXT, PRIMARK…

SEGMENTATION

• Gender-Related Segments• Age-Related Segments• Geographic Segments – Cross-national/Global,

Climate • Behavior-Related Segments • Lifestyle Segments

FASHION BRANDING

BRAND LICENSING

„BRAND COMPANY SELLS THE RIGHT TO USE THEIR NAME TO ANOTHER COMPANDY WHO CAN DEVELOP AND MANUFACTURE SPECIFIED BRANDED MERCHANDISE“

BRAND DIFFUSION Versace: Atelier Versace, Versace Couture, Versace Sports, Versace Home Collection, Versace Jeans Couture, Versace Collection and Versus. A hotel: Palazzo Versace

Missoni: Missoni, M Missoni, Missoni Home, Hotel Missoni

DIFFERENTIATION

USP – UNIQUE SELLING PROPOSITION

"Buy this product, and you will get this specific benefit."

COUNTRY-OF-ORIGIN EFFECT

The bugatti story began in 1978 in Herford, Germany, with a telephone directory for Milan, the capital of fashion. Klaus-Jürgen Möller, head of marketing at the Brinkmann company, obtained the telephone directory to look for an Italian-sounding name for the company’s new fashion range and discovered it right near the front – bugatti.

FASHION & PR

• ISSUES MANAGEMENT IN PUBLIC RELATIONS• ALOHA FRIDAY – 1940s HAWAI, 1960s USA• ALOHA BECAME TOO RELAXED – BUSINESS

OPPORTUNITY • 1992 LEVI´S – BRAND DOCKERS• HOW TO DRESS ON FRIDAYS – TARGET 25.000

HR MANAGERS• INVENTED „BUSINESS CASUAL“ CATEGORY

COUNTERFEITS - FAKES

SUSTAINABILE FASHION? ETHICAL FASHION?

Thank youkollmannova@fsv.cuni.cz