Marketing Mix in Fashion

 

The four P's of the marketing mix are product, price, place, and promotion. The product is to create the right garment in regards to color, silhouette, fabric, and fit. It is the current need of the target market. Place refers to getting the right garment to the right place. Price refers to establishing the right price tag for the right product. Target market research is conducted to find the right prices. The last P of the marketing mix is promotion. This is informing the target market about a product, promoting and marketing it. This generally falls under the responsibility of a marketing department.

Brands today are using social media to engage with their consumers in a variety of ways. Social media is becoming the main source for most fashion house's marketing strategies. Fashion businesses use social media to cultivate brand image and increased awareness, connection with customers, increased traffic, immediate communication, and targeted ads. It helps project the message of what a brand stands for and allows businesses to engage with their customers. Not only can customers follow brands they are loyal to, but their marketing tactics allow them to reach a wider audience potential customers. Engagement between a brand and customer allows a stronger connection to form rather than a few purchases here and there. Social media is becoming a widely utilized marketing tool for companies and it has proven success. One popular retailer that utilizes social media promotion is Zara. 

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