Arguably, marketing decisions are mainly focused on four main controllable categories. These categories make up the marketing mix, which refer to decisions that high fashion clothing companies must consider before launching or selling products in the market. The variable that must be based on making decisions is called the 4p’s of marketing. They include product, place, price as well as promotion. The combination of these marketing tools is crucial in selling high fashion clothing items.
The main tool in selling the items in the market place if the term “product”. In this case if refers to physical and tangible products, as well as services. The fashion industry takes the responsibility of defining and producing the clothes. In terms of product, which is the high fashion clothing items the issue to be considered include the functionality, packaging, warrant, quality, safety, as well as the brand name of the cloth. The seller of high fashion clothing item must put into consideration the product (Pickton & Masterson 199). Price is also another tool in selling the high fashion clothing item. The pricing of the product depends on various issues. Some of the factors that influence price include the cost of material, advertising costs, as well as marketing costs. Before putting a price tag on the clothes the sales person has to analyze the behavior of consumer, demand and how sensitive they are to price. The price of the competitors on clothes is also crucial.
The market place where the clothes are to be sold should be considered The distribution decisions are focused on to ensure that the clothes are delivered to the consumer in the right place. Some of the decisions on distribution include market coverage, distribution centers, transportation, distribution channels, warehousing, and inventory management. The clothes should be provided to consumers in the right place (Pickton & Masterson 220). The last tool in the 4ps marketing mix framework is the promotional decisions. In selling the clothes, promotion is an essential tool since it focuses on various marketing communication, which is informing the consumers on the availability of the clothes, as well as generating positive response from the customers. The marketing communication decisions that will help in the promotion tool are advertising, promotional strategy, sales promotion, personal selling force, as well as public relations.
Work Cited
Pickton, David & Masterson, Rosalind. Marketing: An Introduction. London: Wiley
