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Fashion marketing a trend-oriented profession
Simply put, fashion marketing is a profession that takes the latest trends and designs in clothing and communicates them to a target market in such a way that the consumer is not only aware of the product, but wants and ultimately buys the product. A target market is a sector of the consumer market to which a company wants to sell (that is, market) its clothes. To fully understand what fashion marketing is, it is important to understand that marketing is not limited to magazine ads or TV commercials. The world of marketing is as dynamic as the world of fashion. Marketing clothing includes elements such as determining which stores the clothing should be sold in, at what price the clothing should be sold, all the way to how the displays should look in the store. Fashion marketers are often as knowledgeable about business as they are about fashion and popular culture.
Fashion marketers are creative. In essence, the profession is about connecting with the image, the lifestyle, that the consumer wants. For example, in the fashion industry, comfort, style, material, color, symmetry, and ease of use are just the beginning of a list of items designers should consider when developing a clothing line. Fashion marketers take the task one step further by determining the best way to promote clothing features to the consumer and to which consumer group to promote it. What a 65-year-old woman looks for from a formal evening wear is completely different from what a 21-year-old man wants from everyday casual wear. Consequently, fashion marketers must keep up with the latest fashions, as well as know which styles will be successful for a variety of occasions, age groups, and demographics.
The success of a clothing line is not based solely on its design. Successful marketing is often as crucial, if not more so, to the line as the clothing itself.
Ultimately, fashion marketing is a fun profession, changing and reinventing itself just as often as the clothing it promotes. Integrate the artistic nature of fashion with the creative aspects of business, seeking a highly rewarding career for the ambitious and innovative.