What is Fashion Marketing? 

As a fashion student, fashion marketing effects me as its everywhere in fashion, it is in social media that I use everyday such as Pinterest, Twitter and Tumblr. It is also in things such as in magazines and popular shops such as TopShop or Zara. These effect me especially because I look at these things to research and gather information when working on a project. I use this information when designing to make sure my designs are up to date and are with current trends. 

Scale and Diversity 

What have I learnt from Scale and Diversity?

I have learnt from Scale and Diversity, the scale of fashion, for example that Couture is at the top of the chain and Street Fashion is at the bottom, also with independent fashion stores. I am able to identify which companies go into each category, so for example that Whistles and Bloomingdale's go into the Elite Chain and that TopShop and New Look go into the High Street Category. I have also learnt that whatever category they go into the prices will vary such as the Elite Chain will be more expensive than the High Street chain, as I know the price range the stores in the categories have.

Example of a High Street Product:

                                TopShop 

Product Description: 
Opt for a classic look with
 this bodycon mini dress. 
We love the crochet trim detail 
and crisp ivory for a playful, 
boho vibe. Style it up with 
heeled sandals and a clutch for
party ready chic. 94% Nylon, 6% Elastane. 

Price: 
£39

Place: 
TopShop online.

Promotion: 

Advertised with weekly Topshop emails, 

and also on main page. 

Examples of the Four P's in a Product: 
Product, Place, Price and Promotion

What is High Street 
Fashion?

      

High-street fashion is the type of clothes and clothes shops that you would see on your average high street; for example, Topshop, River Island and New Look. These shops are affordable for the average person, but also keep up with the fashion trends.





High Street Shop


Miss Selfridge started as a young fashion wing of Selfridges department store in 1966 in London. By 1967 Miss Selfridge had started to open within Lewis' department store and gained independent stores all over England, in present day there are over 180 Miss Selfridge stores. 

Overtime Miss Selfridge has gained more and more popularity by having models and actresses such as Kate Moss, Yasmin Le Bon and Nicolette Sheridan represent. And has also been proven to be one of the most popular well known brands on the highs street. 

         

What is Haute Couture Fashion?

Haute Couture is high end fashion that is constructed by hand from start to finish, made from high quality, expensive, often unusual fabric and sewn with extreme attention to detail and finished by the most experienced and capable sewers, often using time-consuming, hand-executed techniques.

  

Haute Couture Designer

Alexander Lewis is half American, half Brazilian, he trained to be an actor before realising his real love was fashion and began working on Savile Row, at Norton & Sons and later E Tautz, where he learnt about pattern-cutting, fit and how to turn an idea into a beautifully crafted item of clothing. In 2012, he launched his womenswear line, founded upon his sharp tailoring and clean lines, as well as a modern and nonchalant elegance. "My aesthetic always seems to be born in a clash of two seemingly disparate cultures," he said. "Personally, my mixed background of German-American meets Panamanian-Brazilian with a British stepfather from Kenya has always meant exposure to many cultures for as long as I can remember. I always try to keep my aesthetic personal in some way and as someone once said, 'Write what you know.'" Having previously only created pre-collections, the label is on the cusp of showing four collections a year - starting with autumn/winter 2014. Next year, he will focus on expanding his team - signifying a new stage of development for the brand.

Pop up store iddy biddy from maisie o'dowd

During this presentation, I think what went well was that the topic of the presentation was clear and everyone in the audience seemed interested in the topic and clear feedback was given. I think we did well with explaining our pop up store and gave a lot of information about it, but I think what I personally could have done better was speak up more during the presentation and also make eye contact more with the audience. What well overall was the actual presentation and layout of the PowerPoint as it looks clean and bright which makes the it look nice for the audience to look at. 


Examples Of Pop Up Stores 

  External Influences on the Fashion   Market                     

Social

Karl Lagerfield in 2013, reportedly was heard fat-shaming plus sized models saying 'No- one wants to see curvy women on the runway', and was also caught stating that the singer, Adele, was 'a little too fat'. Lagerfield has never been one to sensor his thoughts and later responded to the controversy saying, 'But after that she lost eight kilo, so I think the message was not that bad'.
Because of the comments he made on plus sized models, he faced legal action in France after a women's pressure group filed a defamation claim against him for the comments made. The group 'Belle, Ronde, Sexy et Je M'assume, which translates Beautiful, Rounded. Sexy and Ok With It - want to see Chanel's creative director fined for his 'defamatory and discriminatory comments' towards some women. 
The group state, 'We're fed up, many young girls are insecure and hearing such comments is terrible for them, particularity from famous people. Today it's him who insults us and tomorrow who will it be?' 

Source:
 http://jezebel.com/karl-lagerfeld-gets-sued-for-saying-dumb-crap-about-fat-1454182301

Ecological

H and M have recently released there Conscious Fashion collection, this is all Eco-friendly and strives to make people conscious to ecological problems. All of there sustainable fashion is easy to recognize with its own green conscious hangtag. This makes people aware that they know what they are wearing is Eco-friendly and they will be able to then recommend the products to friends and family. Also H and M have now introduced their Garment Collecting program do when you are finished with your clothes you give them to H and M and one day soon they'll get made into different clothes.  Also H and M have partnered with Better Cotton, so their more sustainable materials now represent 20% of their total material use.

Source: http://about.hm.com/en/About/sustainability/commitments/conscious-fashion.html

Certain Issues that affect Fashion 

Maybelline Brand Board
Past and Present



In the future for Maybelline I believe they will come up with completely new products and will revolutionize makeup, by creating a product as well known as foundation or mascara. I also believe in the future like matte lipstick is popular today, I believe metallic's will come into fashion in the new era and Maybelline will be the ones to lead this new trend, as they have with many other popular trends, such as the first mascara in a tin.

Trickle Up

The Trickle Up or Bubble Up pattern is the newest of the fashion movement theories. In this theory the innovation is initiated from the street, so to speak, and adopted from lower income groups. The innovation eventually flows to upper- income; thus the movement is from the bottom up. 

An example of this, is when Chanel believed that fashion ideas originally came from the streets and then were adopted by couture designers. Many of her ideas were motivated by her perception of the needs for functional and comfortable dress. For example the t-shirt was originally worn by laborers as a practical undergarment, but has now been adopted as something normal and casual in the fashion world. 

Trickle Across

The Trickle Across theory is when fashion moves horizontally between groups on similar social levels. In the trickle across model, there is little lag time between adoption from one group to the other. Evidence for this theory occurs when a designer shows a look at the same time at prices ranging from high end to lower ready-to-wear.

Trickle Down 

The Trickle Down theory is when a trend is designed and shown in high end fashion shows by top designers such as Yves Saint Laurent or Balmain. So this makes the trend very expensive for other people to be able to wear. So the trend or style is then taken and/ or interpreted by high street shops such as New Look or Topshop and is made cheaper so people with a lot less money will be able to afford it. An examples of this is when Chanel introduced the grey overcoat on the runway, and then sometime later Topshop came out with the same product.

London Fashion Week

London Fashion Week is a clothing trade show held in London twice each year, in February and September. It is one of the "Big Four" fashion weeks, along with the New York, Milan and Paris. It first took place in 1984 and was organised by the British Fashion Council. It is currently sponsored by Toni and Guy, and Mercedes-Benz.  It states that it is attended by over 5,000 press and buyers, and has estimated orders of £40 million or £100 million. Also London Fashion Weekend, a retail- focused event, takes place immediately afterwards at the same venue and is open to the general public. As a fashion student, I get really excited when fashion week rolls around. I'm always excited to see the new trends and new creative ideas designers will have come up with in their collections. Looking at fashion week helps me when I am designing for a new project as it helps me to know the current trends and what's new and exciting. I like to base my designs mainly off current trends that I'm into and think work really well with the topic I am designing with. 


Other Events

 Aside from New York, Milan and Paris Fashion Week, there are many other events like them such as Berlin Fashion Week and Shanghai Fashion Week. There are also smaller events such as The Clothes Show Live that takes place in the UK, and shows smaller designers' work on the catwalk. 

Examples of Trend Boards

Trend Predictions for Spring Summer 2017/18 

Crocodile Hunter and Garden Variety

This trend is full of metallic blues and greens, it predicts metallic leather with a crocodile scale pattern will be the new craze. 

Another trend that is predicted is floral patterns with bright pinks and soft blues.  

Pale Blush and Interpretive Camo 

Pale, dusty pinks are also predicted to be on trend, colouring everything from trainers to skirts. 

A new take on the camouflage print is said to be predicted for Spring/Summer, with the once bland dark green and black taking a new side with bright blues, pinks and yellows and an array pf other colours that will definitely catch peoples eye on the catwalk.