Introduction
Every era, culture, religion, has their own distinct styles in terms of portraying their individual identity. Fashion as a phenomenon is designed for particular set of group which goes on to become a trend and in turn connect people from different culture, religion on one platform.
Problem Definition
In view of the marketing perspective the author will study the ‘Impact of Branding on Fashion Products’ with regards to globalized business environment and the impact of social media on trends.
Fashion is not only about dressing, it more about expressing one’s identity in terms of likes and dislikes and most importantly a status quo, a Versace and Hugo Boss on someone can be an image changer and this is the power of branding which basically creates an image (The Business of Fashion Marketing, 2014).
Aims
The main aim of this study is to define the effect of branding on fashion products success and failure. In addition to that the author will also give emphasis to the following secondary objectives.
Objectives
- How branding helps fashion products in reinforcing their image on a constant basis
- How a coordinated marketing campaign helps in making a fashion product a ‘Brand’ in the eyes of the consumers
- How can social media help promote fashion products in the new age marketing paradigm
- Cultural, environmental and ethnic effect on fashion’s global branding and advertising strategies.
Scope and Limitations of the Study
The study will focus on the power of marketing and branding and how it creates images for fashion labels in the minds of the consumers through the use of Integrated Marketing Communication (IMC) (Percy, 2008).
The case studies of successful fashion labels and their marketing tactics and fashion labels which were not able to create a brand in spite of coordinated marketing efforts will be studied.
The impact of social media on fashion branding is also significant and needs to be studies in terms of the reach as they are an inherent match when it comes to visual branding online (Todd Wilms, 2013).
Which fashion companies have been successful by employing standardized branding techniques globally and companies which failed to understand the local environment and tried to employ the same techniques, resulting in a fashion disaster.
Literature Review Sources
Literature review will consist for the most part, the information gathered from research papers, studies published in different journals, past research paper and relevant books with author’s viewpoint on the subject matter.
Methodology
The methodology will focus on the methods to be utilized in the study.
Quantitative and qualitative are the two different types of research approach. The distinction between qualitative and quantitative methods in with regards to handling of data than the research method per se.
Quantitative researches use numbers to evaluate and are connected with descriptions while qualitative uses words and are more connected with study and investigation. According to (Gina Wisker, 2014) both quantitative and qualitative researches are concerned with the individuals’ point of view; qualitative researchers believe that they can get closer to the respondents through observations and interviews.
A qualitative research often is associated with small-scale studies and the intent is to achieve a deeper understanding in the studies area rather than to simplify.
Therefore, a focus group will be carried out as a primary research tool i.e. qualitative method in order to get consumers view with regards to marketing communication of fashion labels and how it affects the age group of 20-30 year old males and females, both students and professionals. There will be 2 different focus groups in order to get responses with regards to the subject matter from the consumers and the employees at designer stores.
The questionnaire technique will also be used as quantitative method to get more responses (Gina Wisker, 2014). Fashion marketers at designer stores will be targeted to get responses in terms of the significance of marketing for fashion designs.
Report Structure
The report will have the 5 chapters with Chapter 1 as the introduction, Chapter 2 as the research methodology, Chapter 3 Literature review, Chapter 4 will draw analysis from the author and Chapter 5 will be the analysis and recommendation of the report.
Work Cited
Gina, W. 2014. The Postgraduate Research Handbook. Macmillan Publishers Limited.
Percy, L. 2008. Strategic Integrated Marketing Communications. The role of advertising and communications in IMC. Elsevier Inc.
Todd, W. 2013. You Can Blame Mark Zuckerberg For What You Wear: Social Media's Direct Impact On Fashion. Web. Date of access. 7 April 2014
The Business of Fashion. The Basics, Part 8 – Marketing, 2014. Web. Date of access. 6 April 2014
