Chapter 20: Marketing
Most fashion designers that have reached the point where marketing is a concern will have collected a wealth of information about their audience. Developing a marketing strategy entails organizing this data in a way that will determine how best to reach a targeted segment. The message that the designer has so carefully crafted has to be revisited to evaluate how it will be filtered through each media channel. The method of delivery must communicate the essence of the brand and provide both perceived and tangible value. Each part of the plan must have a budget and specific goals and must generate the metrics by which its level of success can be measured and analyzed. All these efforts must be tightly coordinated to have the ...
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