Abstract
The fashion apparel market is characterized by seasonal trends and short product life cycles. Fashion merchandise relies heavily on design input which highlights the importance of 'product' within the marketing mix elements - product, price, promotion and place. While designer labels create their own signatures, they also adopt different approaches to marketing in the retailing sector of Hong Kong. It appears that there are always available wide spectrum of combination of design and marketing ingredients for developing a successful retail formula. For example, fashion labels such as Gianni Versace, Jean-Paul Gaultier tend to give more focus on design and trend while Valentino and Ralph Lauren tend to go after the classics with mass media advertising. It is the intention of this paper to examine how variation of design and marketing inputs complement each other by reviewing real life examples.
| Original language | English |
|---|---|
| Title of host publication | in |
| Subtitle of host publication | Niches in the world of textiles. Proc. TI 77th world conference, Tampere, 1996. Vol. 1 |
| Publisher | Inst. Fiber, Textile & Clothing Science, Tampere Univ. |
| Pages | 295-301 |
| Number of pages | 7 |
| Publication status | Published - 1 Jan 1996 |
ASJC Scopus subject areas
- General Materials Science