How The Marketing Affects The Changes In The Fashion And Textiles Industry Essay - 1,797 words

How the marketing affects the changes in the Fashion and Textiles industry Fashion appears, grows up and dies. Sometimes it has descendants in next fashionable line, sometimes it seems to disappear forever. But what is fashion and what does it mean to be stylish? Fashion has three scenes: manner, mode, style, way (how something is done); it is a characteristic or habitual practice; it is the latest and most admired style in clothes and behavior. So, we can say that fashion is a social phenomena. It is common to many fields of human activity. And it can be applied to music and art, politics and economic trends etc.


Fashion, by definition, changes constantly. The changes may proceed more quickly than in other fields of human activity. In previous centuries the changes did not happen frequently. Some fashionable tendencies were in existence for dozen of hundreds years. Nowadays the cycle of fashion is very short. All new ideas appear in bosom of an old style and push out it after 3-4 years.


New lines in fashion exist, as usual, for 5 years and are changed by others. This cycle almost nearly coincide with calendar decades. Thats why we have the fashion of the 20th, the 30th, etc. Because of so rapid changes in fashion the textile and clothing industry is of great importance nowadays. Later a tailor was one of the most difficult professions. An art to sew apparel was taught from the very childhood.


Very often there were the dynasties of tailors. All clothes were done by hand. Later a system of producing apparel became more complicated. In the XVIIIth century the first fashion houses appeared. And at last in the XIXth century Charles Worth introduced exclusive collections and personal orders. All the changes needed a more complicated structure of producing fabric and service. It affected a study of the clothing industry from both the business and creative viewpoint.


And the first area of skills of particular relevance to the textile and clothing sector is marketing. Marketing skills is an area in need of development within the industry. There two contrary opinions as to the birth of fashion. According to the first it is uncontrolled and spontaneous process. As to the second point of view, it is an artificial factor created by someones wish or because of making a profit. And once an interesting story was told. It was when mini skirts were in fashion. Some textile workers came to the well known master.


Their profits fell badly because a little cloth was needed. They asked the man to introduce a collection of normal length. He complied with the request. But the collection failed because it was not fashionable. So, there are some factors that should be taken into consideration while creating one textile product or another. It is the interrelationship between clothing and culture, social events, economic status and geographical location.


All these factors are the subject of study in marketing. It is the chain linking the producers (or potential producers) with customers (or buyers). Many of the social sciences inform marketing methods. And marketing research finishes the activities. In professional usage marketing has a wider meaning. It consists of four Ps.


They are: product, pricing, promotion and place. These 4 P are used by marketers to craft a marketing plan. There are several types of companies which take part in producing fashionable clothes. A market oriented company focuses on customer needs. At the same time a product oriented one introduces product innovations and tries to attract the market to the product. In the last case the best way to fulfill it is to attract well known actors or pop stars to advertise the product. The point is that a new line in fashion, as usual, always provokes a negative attitude.


There is a saying that old fashion seems to be ugly after 5 years, ridiculous after 20 and smart after 50. So, often a new style demands a change of taste and stereotypes. Actors, musicians and beau monde are known as pioneers in fashion. They help to promote it. It is known that the people who have cultural status start to wear new or different clothes there is a beginning of a new fashion trend. Because people who like or respect them start to wear clothes of a similar style. For market oriented companies it is always necessary to know consumer demands, fashion changes and marketing strategies.


But there is no doubt that the future of textile industry depends heavily on new technologies. They have a fundamental impact on the way of business. They are challenging and invigorating. Some of the things impact the industry favorably. The traditional chain (vendor user) is changing. Many of the fabric suppliers customers are integrating by producing their own fabric from recycled materials.


Another major trend is globalization. Many companies are setting up joint ventures, plants and more effective distribution channels. And E commerce is spreading all over the world. It can be called the industrial revolution. It is a type of personalized marketing. All these important changes affect the international trade system in last years.


And they have changed the traditional role of textile and clothing industries. And it is closely connected with a constant change of fashion. It reflects a great amount of complex commercial links, directly ...................................................................................................................................................................................................................................................................................................................................................................

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Essay Tags: fashion, marketing, textile, fiber, human activity

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