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What Do Fashion Business Marketers Do?

By Maria Pesin | Business

 

What do  fashion industry marketer do?  Well, basically they plan, direct, or coordinate marketing policies and programs in an effort to build brand recognition and ultimately sales.  A fashion market director is at the forefront of the fashion industry, ensuring that products reach the consumer and that the company’s brand is managed appropriately.  Their first step is to  determining the demand for their products.  They analyze how they fit in the market and how they compare to their competitors.  They  identify the demographics and psychographics of their brands potential customers.  They are constantly researching the market to keep current with their customer and communicate their research to the merchandisers and designers of the brand.

Marketers put their hands on many of a companies activities.

  • They develop pricing strategies with the goal of maximizing the firm’s profits or share of the market while ensuring the firm’s customers are satisfied.
  • Work with designers to make sure that product development  is in line with the branding.
  • Formulate, direct, or coordinate advertising and promotional activities or policies to promote the company and their products.
  • Plan and execute social media campaigns.
  • Work with Website developer.
  • Develop packaging.
  • They use sales forecasting or strategic planning to ensure the sale and profitability of  lines, analyzing business developments and monitoring market trends.
  • They consult with buyers and store management to gain advice regarding  the types of products or services expected to be in demand.
  • They study selling reports to see what styles are selling and which are not in order to direct future seasons lines.
  •  Conduct economic or commercial surveys to identify potential markets for products.
  • They work to develop a brand experience for their consumers that will create an emotional connection to the brand.

Not all brands have Marketing Managers.  Many fold these activities into the head of sales responsibilities.  However in today’s competitive market, employing a top marketing expert will help to keep your company competitive.

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About the Author

Maria Pesin knows fashion, especially the business side of the fashion industry. Do you know how Manolo Blahnik got his start in the industry? How he leveraged a paltry 3 grand into one of the world’s most famous luxury brands? While she doesn’t take credit for Manolo’s success, Maria has walked a similar path on numerous occasions. The world of fashion is not silicon valley, and it has nothing to do with Madison Avenue marketing. In this industry there is ALWAYS room for something new and exciting, but you have to have your ducks in a row. If that’s what you need, believe me, Maria is the General Patton of fashion ducks!

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