Study of the inter-relationship between design and marketing input to designer labels

Man Ching Frankie Ng, Leslie S.C. Yip

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

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 languageEnglish
Title of host publicationWorld Conference of the Textile Institute, Proceedings
PublisherTextile Inst
Pages305-311
Number of pages7
Publication statusPublished - 1 Jan 1997
EventProceedings of the 1996 77th World Conference of the Textile Institute. Part 1 (of 2) - Tampere, Finland
Duration: 22 May 199624 May 1996

Conference

ConferenceProceedings of the 1996 77th World Conference of the Textile Institute. Part 1 (of 2)
CountryFinland
CityTampere
Period22/05/9624/05/96

ASJC Scopus subject areas

  • Materials Science(all)

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