Fashion Management and Marketing 1

Feedback Executive summary: You've explained the research used to conduct the report. You could remove some of the statements to make it more succinct and immediately begin to explain your findings conclusion and recommendations. These should be what is added within the executive summary.  Introduction to the brand: This is a good start to the introduction. Macro economic analysis: good pestle factors have been identified within your report, consider further social factors that are impacting the Dolce and Gabbana brand such as diversity, equality and gender. Any other technological factors that could impact on the brand in this digitally driven age? Again, it is important to not just look at now but critique and justify the views in terms of the evidence from the past and the likely impact in the future of any particular influences.  Brand market position: You've provided a some good level of detail through SWOT analysis for the brand including some good...

Shared Primary Research: 50 people 2% is one person  Primary research By Harriet Jackson 1. How old are you?  Under 17 - 10.20% 18-24- 67.35% 25-30 - 2.04% 31-35 - 2.04% 36-40 - 6.12% 41 and over - 14.24% 2. Have you bought from Dolce and Gabbana before? Yes - 14.58% No - 85.4% 3. How often do you buy from ‘high end brands’ ? Ive never bought from a high end brand - 16% Weekly - 0% Monthly - 22% Yearly - 32% Ive made 1-5 purchases over the past 5 year - 30% Q4. What would stop you from buying D&G Price points - 40% Testing on animals - 18% Tax evasion - 0% Controversial images - 2% Chinese video controversy -0% Insulting celebrities on social media - 2% Homophobic comments - 2%  Dressing melania trump - 4% I would still shop at D&G -2%  Slave sandals - 0% Sneakers with tagline - 0% Combination of above - 30% Comments included -  “tax evasion, contriversial images, body shammin...

Brand market report recap lecture Monday 14th Jan The basics of report writing in an academic structure Anything that you write needs a clear beginning middle and end Critically what you need to write needs to be logical Not descriptive needs to be analysis  Example outline Title page - name, student number, report, unit etc  Contents page - whats Inside the report Introduction Mid section of the report - deals with the key issues under discussion Conclusion  Recommendations (from report and finding )  Bibliography  Appendice  Title page: Institution title Title of your piece  You name  Course title Word count (10% + or - ) executive summary does not count Plagiarism statement  Contents page: Can automatically create on world Introduction: What you intend to discuss What is the report about Introducing topic Keep concise Need sub headings (200 main body word count) 2. Topshop ...

Consumer behaviour, target positioning and marketing of the brand/ fashion cycle lecture Monday 21st Jan What is consumer behaviour? Individuals of groups select, purchase use of dispose of products, where do they end up? Maslow's hierarchy of needs Self-actualisation needs : The desire for self fulfilment in achieving whatever someone can  Esteem and status : striving to achieve a high standing in relation to other people Social needs: we need social experience and desire products and services that facilitate social exchange Safety needs: protection from the unpredictable happening in life Physiological needs : the fundaments of survival Self esteem Richins 1993: Marketers use attractive models for a social comparison sonf process where young female consumers compare themselves and feel inadequate against them.  What this model doesn’t really account for the influence of others for example how does family affect the behaviour and consumption? D...