Abstract
Psychology is the backbone of the marketing discipline, since it provides the framework that the marketing individual should use to promote advertise and sell a product (Anghelcev et al., 2014). Thus, a marketing individual should be a position to read the consumers needs and design products which will meet these consumers’ needs (Shin, 131). Additionally, the marketing department should be able to learn the behavior of a group of individual and identify what product can meet all their needs, and they can identify themselves through the product or services. According the book “Fashion statements: Communication and culture” by Barnard (16) the marketing department should be in a position to convince the customer the product will fulfill a pressing need. Furthermore, the product will make the individual being distinct in the society, or the product will make the individual to belong to a certain group in the society (Qing, 2). Therefore, here is where the expertise in communication comes in. Thus, the language use in the advertisement should be able to capture the consumers’ attention. Malay Mail (1.04) asserts that success behind Coco Chanel’s marketing strategy is to establish the reality that the consumer listening to the message can identify his/her needs through the product advert or label. As a result, of the chosen words in the advertisement, the consumer is assisted in making decision. Thus, communication and psychology go hand in hand in convincing the consumer in deciding whether to use the product or not (Huffington, par. 6). The purpose of this paper is thus to seek the psychological marketing strategies used by Coco Chanel with their customers to identify the extent to which their product as have succeeded in reflecting the inner selves of their customers.
According to Argyle (29), where the stakes are too high, and there is too much uncertainty on the choice of product or services by the consumer, then this is where marketing comes. Hence, the advertisement or the instructions on how to use the product should communicate with the consumer’s mind subconsciously an approach that has been highly employed by Coco Chanel (Bloomberg, 00.39). The idea is to try to convince the consumers to feel comfortable in using the product or service that has the potential to fulfill their internal needs (Ribeiro, Tiago Pinto, and Raquel Barbosa, 33). Additionally, the advert should motivate the consumer to use the product/services by showing them what they have been lacking. Hence, the consumer should identify his/her needs through the message on the product sticker or the advert on the media, which is a strategy highly regarded by Coco Chanel (Bloomberg, 00.47).
However, to communicate effectively the marketing department must identify the unique consumer behavior and the existing niche in the market (Guedes et al., 14). As such, here is where the psychology comes. The marketing department of a certain company should be able to identify the personal traits, behavior and the needs of the consumers. Rath, Patricia Mink, et al. (42) and Clare (17) in their respective tests are both in agreement that the department should be able to read the consumers’ minds. this can aid the department in identifying the customer needs and preferences. Thus, through this analysis, the company should design and customized a product/service which meets these needs.
Additionally through the advertisements the company should be able to help the consumer identify his/her needs and what they have lacked (Epure et al., 2014). Furthermore, the adverts and the information on the product should convince the consumer to see what they have been missing by not using the product/service. As Barnard (51) in the text “Fashion as communication”, the advert should tell the consumer how the product will make them feel different from others by using the product.
The strategy being used by channel products is making the consumer feel classy. Thus, the consumers who are using the product feel that they belong to a special class of people. The marketing department has created a brand that is associated with the influential people in the society, and the product is not for everyone but the best people in the society with power and wealth. Thus, consumers using the product feel fashionable, youth and they have the power in the society (Zacharias et al., 257).
Works Cited
Argyle, Michael. Bodily communication. Routledge, 2013.
According to Argyle, the body communicates our needs to the outside world. Therefore, we should take good care of the body and how we carry ourselves in public. However, many times we are not sure what we really want to communicate to the world through our fashion hence we take considerable time and calculated risk on what we wear.
Barnard, M. Fashion statements: Communication and culture, 2011
Barnard, observe that our culture determines our form of dressing. Hence, we communicate our culture with what we are wearing. However, sometimes our culture makes us confide to a certain type of dressing which makes us unique. Additionally, the marketing department should take note of conservative individual and convince they should adopt another mode of dressing apart from the normal dressing.
Barnard, Malcolm. Fashion as communication. Psychology Press, 2002.
Our fashion speaks on our behalf. Hence, an individual should choose his/her clothes and fashion in general so that not to send the wrong message. Additionally, our conscious unknowingly decide the kind of fashion to adapt.
Bloomberg. "Bloomberg Video: The enduring influence of Coco Chanel | Read | Watch The News | The Malay Mail Online." The Malay Mail Online. N.p., 2014. Web. 11 Oct. 2014. <http://www.themalaymailonline.com/videos/read/watch/bloomberg-video-the-enduring-influence-of-coco-chanel>.
The marketing department should be very keen to observe and learn the consumers’ behavior. Therefore, the advertisement or the instructions on how to use the product should be designed on such a way they should communicate with the consumer’s mind subconsciously.
Crane, Diana. Fashion and its social agendas: Class, gender, and identity in clothing. University of Chicago Press, 2012.
The channel has used the strategy of social difference to create a niche and brand for its self. Thus, people of a certain class can identify themselves with different product from the company. Additionally, the trends in fashion keep changing in both men and women. Hence, everyone is in a rush to fit the existing fashion in the market.
Guedes, Maria da Graça, and Ana Isabel Roncha. "Communication strategies and processes within fashion brands: Nordic brands as case studies for successful communication strategies." (2011).
The marketing department should be very keen on the kind of information they are presenting in the market. Hence, they should communicate this effective message which capture the attention of the consumer, the marketing department must know the consumer's needs behavior and the existing niche in the market
Huffington. "7 Unusual Facts You Didn't Know About Coco Chanel." The Huffington Post. N.p., n.d. Web. 11 Oct. 2014. <http://www.huffingtonpost.com/2014/08/19/coco-chanel-fun-facts-birthday_n_5688347.html>.
This article checks in detail the kind of strategies that have been employed by the channel to market its product. Additionally, the kind of history the product has which is unknown to the public.
Malay Mail. "�Mademoiselle� reveals the genius of Coco Chanel (VIDEO) | Read |
This video shows how the channel has been able to manipulate the customers into buying the product of the company. Therefore, the industry dictates our taste in passion by helping us identify our needs, show us what we have been missing and helping us make a decision on buying the product
The Malay Mail Online." The Malay Mail Online. N.p., 2013. Web. 11 Oct. 2014. <http://www.themalaymailonline.com/read/article/mademoiselle-reveals-the-genius-of-coco-chanel-video>.
This video shows how the channel has been able to penetrate the market by showing the customers what they need and what to wear. As the consumers come to know the benefits they are going to reap by using Chanel coco, hence they are attracted and decide to buy the product. Therefore, the marketing department should use effective marketing skills to get the attention of consumers.
Qing, M. A. "Research On Fashion Communication of Everyday Life——And the Discussion of WTU's Discipline Superiority On Fashion Communication Studies." Journal of Wuhan Textile University 5 (2011): 002.
We communicate our beliefs and attitude with the kind of fashion we are wearing. Thus, the consumers take their time to decide on the kind of fashion they want to identify themselves within the streets and fit their lifestyle. Thus, the consumers check the products in the market which match their lifestyle.
Rath, Patricia Mink, et al. The why of the buy: Consumer behavior and fashion marketing. Bloomsbury Publishing USA, 2014.
This article looks at the personal traits of consumers that push them to purchase certain products in the market. Therefore, the marketing department of a certain company should be able to identify the personal traits, behavior and the needs of the consumers. As a result of researching on consumer’s traits and behavior, they would be in a good position to design products that fit the consumer’s character.
Ribeiro, Tiago Pinto, and Raquel Barbosa. "The body in fashion." (2013).
The body communicates our needs to the outside world. However, many at times we are not sure what we really want to communicate to the world through our fashion hence we take considerable time and calculated risk on what we wear. Thus, the department should be able to read the consumers’ minds and identify what they want, and they cannot find it in the market. Thus, through this analysis of consumers psychological behavior the marketing department would be in a good position to design strategies will catch the consumer’s attention
Shin, Kristina. "Fashion as a communication tool." International Journal of Fashion Design, Technology and Education 6.3 (2013): 131-131.
Fashion speaks on our behalf. Hence, people tend to choose a certain style which they identify with as they go about their daily life. Thus, fashion industry does choose for us what to wear but we look in the market what fit us.
Vogue. "Coco Chanel — Vogue." Vogue. N.p., 2014. Web. 11 Oct. 2014. <http://www.vogue.com/tag/designer/coco-chanel/>.
This article gives a brief history of channel product and examines how the company has been able to penetrate the market. It also looks at the strategy used to convince the consumers they belong to a certain class by using the product.
Zacharias, M. L. B., et al. "Yang, P., Peterson, RT (2004). Customer perceived value, satisfaction, and loyalty: The Role of Switching Costs. Psychology & Marketing, 21 (10), 799-822. Yen, Y., Wang, E., Horng, D.(2011). Suppliers’ willingness of customization, effective communication, and trust: A study of switching costs antecedents. Journal of Business & Industrial Marketing, 26 (4), 250-259." BUSINESS SYSTEMS REVIEW 2.1 (2013): 17.
Zacharias observes that consumers buy a product not necessarily because they need it but because they are loyal the brand. Hence, the consumers buy what the company offers them.
Anghelcev, George, and Sela Sar. "In the Mood for the Right Kind of Social Marketing Communication." Journal of Social Marketing 4.1 (2014): 38-57. ProQuest. 10 Oct. 2014
In the above journal, George Anghelcev and Sela Sar argue that how effective a social marketing communication is solely depends on the message type as well as the psychology of the message recipients. This was tested in an experiment that focused on consumers’ response to pro-recycling advert. The psychological characteristics of the recipient determine the mood of the recipient towards the message. The paper came up with hypotheses, and the main finding of the study was that the congruity between the frame of the message and the mood of the respondent would lead to a more favorable message analysis. This would also result into higher intentions that would result in recycling of the information on the advert. For those respondents in a positive mood, beneficial adverts readily induced a higher motive to recycle paper and were favorably evaluated than adverts framed in terms of evading the negative consequences instead of attaining of some benefits. Practically, this suggested clear message passage would increase the efficiency of a social marketing method.
Epure, Manuela, Eric Eisenstat, and Cristina Dinu. "SEMIOTICS AND PERSUASION IN MARKETING COMMUNICATION. “Linguistic and Philosophical Investigations 13 (2014): 592-605. ProQuest. 10 Oct. 2014
There have been a number of evolutions on the techniques used in consumer advertising and marketing. Better techniques have helped the implementers to maintain their link with the public over the issues of market and communication. They can, therefore, communicate freely with the target cohort. Since then, a number of powerful tools of penetrating and delivery of persuasive messages have been developed. The article reviews the theoretical and practicability of the semiotics in advertisements development as a persuasive tool. The arguments have it that semiotics allows for differentiation of manipulation from persuasion in marketing and communication and therefore there is a need of understanding the semiotic structure. In other words, with a well-established semiotic structure, transmission of some messages will be more powerful depending on its main intention. The paper constructs a comparative and basic analysis of three most recent campaigns in Romania. The analyses of the results provide a framework or understanding some shortcomings.
