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The Job of the Fashion Marketing Professional
by Joe Cooper
Fashion School Review Columnist
November 27, 2006
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Fashion Marketing and the Art Seduction
Fashion designers create apparel and accessories, but that's only part of what goes into creating a successful line. A fashion marketing professional has to understand how to really sell styles in today's marketplace, convincing even the pickiest shoppers that so-and-so's latest piece is worth its price tag. You have to seduce them, influencing not only their buying decisions today, but for years to come.
Brand and Name Recognition - The Holy Grail of Fashion Marketing
"Style and design should never take a backseat to brand and price," says fashion writer Summer Brooks. Still, successfully creating and selling a brand is among the most important challenges fashion marketing pros face, particularly because they have no creative input on the lines they sell.
Successful fashion brands carry themselves. Big names like Gucci and Prada rely on name recognition and reputation to sell their clothing - the result of years and years of hard work by fashion marketing professionals, among others.
Be a Fashion Marketer, Learn the Trade
Fashion marketing pros' success depends on how well they understand their markets. That means asking some important questions, like:
- What fashion audience is this line targeting?
- Where does this fashion audience shop?
- What is the most effective way to sell this design with this fashion demographic?
Most fashion marketing professionals attend fashion school to master fashion history, garment production, fashion buying, and retail economics. While all fashion careers require a bit of creativity and an eye for the latest trends, remember that fashion is still a business. As a fashion marketing pro, you must be able to take the latest designs from the runway to retail stores and shopping bags across the country. Fashion houses depend on this critical bridge.
Fashion marketing is an exciting in a competitive industry industry. Jobs in fashion marketing are typically fast-paced, people-intensive, and may require domestic and even international travel. They also come with a high level of accountability. Successful fashion depends on sales, and fashion marketing is the link between the business and style worlds.
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About the Author
Joe Cooper is a freelance education and technology writer and edits medical literature. He holds a bachelor's in American Literature from UCLA.
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