Fashion Marketing

21st century fashion marketing

21st centuries fashion industry is fragmented. The impact of globalization has made substantial changes in fashion marketing however with the latest information technologies and communication systems the speed of this change will increase significantly forcing imaginative and innovative response to market.

Dicken (1998) points out that the textiles and clothing industries were the first manufacturing industries to take on a global dimension and are the most widely dispersed in the developing world. As a result of these changes retailers moved towards global supply chains for their textiles and apparel products in order to acquire cost and lead time benefits thus meeting their fast moving and demanding consumer needs. “However when a well-selling stock ‘item’ needs to replenish in the middle of the season global sourcing is not very efficient (Bruce & Daly, 2007).” Even with the internet and new communication systems things are still difficult to manage at a distance. And there are some hidden costs; for example lost sales, as a result of a late or incomplete delivery. In some cases it might be better to source locally.

In the 21st century, global changes in life style, income, ethnic group and age continue to broaden the diversity of customer needs and behaviours (Sheth et al., 2000). Consumers have more knowledge of fashion and brands than at any time in the past. Many fashion brands have to face the fact that their consumers are becoming more knowledgeable and often know more about fashion and brands then they know about their customers. However, greater knowledge is coupled with increased expectations and consumers are more demanding of service and value. Definition of value has changed ...

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