Marketing: Debate

This work is about how advertisement effect to children. It made me know how to debate because I never debate before I am study here. This is my part that I did in my group debate in Marketing in a Global Age.

The marketers ought to choose the appropriate strategy on advertisement, rather than keep promoting the brand and products.

Nowadays, most of audiences especially children are influenced by advertising. Sometime children watch television alone, this is not a good way because parent have to stay with them to teach children during watch television. Moreover, children are fast learner and easily persuade from advertisement. Bogusky points out, “children are not small grownups. Their brains are fundamentally different, the big difference being that right-hemisphere brain development doesn’t really kick in until the age of 12. This is important because without the right hemisphere involved, all decisions and concepts are very black and white. If you sit with a child and watch TV commercials, you will notice how vigorouly effective the messages are. ‘I want that.’ ‘Can I have that?’ ‘I need that.’ These words come out of their mouths with seemingly every message, and they mean it and they believe it and they are defenceless against it.”

If we take example for food advertisement they offer meal with toy to encourage children to buy it. Even though, this food is unhealthy that why marketers have to more concern on advertising for children. According to Iger (n.d.) The Walt Disney Company was taken steps across to support better choices for families by setting new food advertising standards for kids because they would like to encourage children to live healthier lives. They also launch a ‘Mickey Check’ logo appear on packaging on Disney branded food ranges in store, restaurant and theme parks in order to help parent identify healthier food products. Obama (n.d.) says that this approach is a new initiative truly a game changer for the health of our children. All marketers ought to choose appropriate strategy on advertisement to leverage this industry.

List of references

The reason that I have chosen all of this articles to did this work because I need reliable evidence to support my point for debating. It made my part are more stronger.

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Tutorial

Yesterday I had individual tutorial with Monique Hylands-White. She told that I have to choose what I want to do in term 4 between Internship, Dissertation and Simulative. If I want to do Internship, I have to do Port folio for interview. She said that I have to study hard and research about British brand. Moreover, I have to practice my English skill specialy speaking skill because I should compete with other people. I have to prepare myself and learn more about management and communication skills for the future. The areas in fashion industry that I am interested is fashion magazines, buying and women’s wear. She suggest the position to me to do in PR, styling or magazine stylists.

I am very interesting in Victoria Beckham and it have many line products such as clothes, sunglasses and etc. However, this brand not open yet in my country not only it is very popular but also many people keep an eye on it.

Questionnaire

Questionnaire for Androgyny research

This is the questionnaire that my group set to do this research.

1. Do you know what androgyny is ?

Yes or No

Definition of androgyny

2. Are you familiar with androgynous ? (If you accept sometimes an androgynous style or if you know someone who does)

Yes or No

3. Do you wear items related to androgynous ? (This question is focused on women so event if you are a man accepting on androgynous style please choose the 3rd option)

Yes, No and You are a man

4. If yes, which items?

trousers (suit), blazer (suit), shoes, oversize coat, shirt, tie, braces, belt, bow, hat, Other

5. Who/What influenced you?

Family, friends, celebrity, magazines, brands, dress code (work)

6. Can you describe how and why?

7. How do you feel when you are wear masculine clothes?

Absolutely More or less Not at all
More confident More powerful More comfortable

8. Any other feeling?

9. How your entourage is related to androgyny?

Silhouette, Clothes, General appearance, Haircut, Other

10. Do you accept androgyny/androgynous style?

Yes or No

11. Any comments to explain your answer?

12. Do you think this trend will become more popular?

Yes or No

13. If you want to add any comment about androgyny

Personal information:

14. Gender

Female or Male

15. Age

Less than 20 years old

Between 20 and 30 years old

Over 30 years old

16. Nationality

17. Profession

Employed for wage, Self-employed, Homemaker, Student, Military, Unemployed, Retired

LVMH – Moët Hennessy Louis Vuitton

-I watched the video of Marc Jacobs and Louis Vuitton in Marketing group work class, it made me want to know what is LVMH.

LVMH is a French multinational luxury goods conglomerate. This company was formed by 1987 merger of Fashion house  Louis Vuitton with Moët Hennessy, a company formed after the 1971 merger between the champagne producer Moët & Chandon and Hennessy, the cognac manufacturer. It controls around 60 subsidiaries and the oldest of the LVMH brands is wine producer Château d’Yquem.

This is a list some of LVMH’s most well known brands and subsidiaries.

Wines and Spirits

  • 10 Cane
  • Ardbeg
  • Belvedere
  • Château d’Yquem
  • Dom Pérignon
  • Domaine Chandon California
  • Hennessy
  • Glenmorangie
  • Krug
  • Mercier
  • Moët & Chandon
  • Ruinart
  • Veuve Clicquot
  • Wenjun

Perfumes and Cosmetics

  • Parfums Christian Dior
  • Guerlain
  • Parfums Givenchy
  • Kenzo Parfums
  • Benefit Cosmetics LLC
  • Fresh Inc.
  • Make Up For Ever
  • Acqua di Parma
  • Perfumes Loewe S.A.
  • Fendi Perfumes
  • NUDE

Fashion and Leather Goods

  • Berluti
  • Céline
  • Dior
  • Donna Karan
  • EDUN
  • Emilio Pucci
  • Fendi
  • Givenchy
  • Kenzo
  • Marc Jacobs
  • Moynat
  • Loewe
  • Loro Piana
  • Louis Vuitton
  • Nicholas Kirkwood
  • Thomas Pink
  • R. M. Williams

Watches and Jewelry

  • Bulgari
  • Chaumet
  • De Beers Diamond Jewellers
  • FRED
  • Hublot
  • TAG Heuer
  • Zenith

Specialist retailing

  • DFS
  • Le Bon Marché
  • Sephora

List of references

I found many information about this company and I chose this articles because the first one is their own website. The information that I research from the second one is fashion website.

– LVMH (2014) LVMH Companies and Brands [online] available from <http://www.lvmh.com/the-group/lvmh-companies-and-brands&gt; [30 November 2014]

– BOF (n.d.) LVMH: Luxury’s Global Talent Academy [online] available from <http://www.businessoffashion.com/lvmh&gt; [30 November 2014]

TREND PREDICTION & SUPPLY CHAIN

TOPSHOP

Trend prediction

Topshop is Fast Fashion that why they have to produce their product every month, follow the trend from luxury brand and predict what is coming for the next season. Trend prediction are based on seasons Spring, Summer, Fall and Winter like they connect certain colors with holiday and seasons, they expect to see earthy tones in fall season, jeweled colors for holidays, the pastels of flowers in early spring, and refreshing white for the summer. Moreover, most of fashion brand normally begin six months before the selling season. For example, a flower dress to be worn in May should be in design section starting December.

Supply Chain and Production

Designers of garments aimed at everything from the haute couture market to lines sold in stores. New designs were previewed six months or so before their introduction in stores, giving designers plenty of time to make adjustments based on early reviews, and supply chain managers to negotiate supply, production and transportation contracts. And then finished goods will send to stores. Stores then push those new arrivals aggressively before, eventually, discounting to move items toward the end of the season.

Fast Fashion leans out and speeds up this process. The four-season product calendar is trashed in favor of a near-continuous design process that, while season-conscious, is more influenced by demand signals received directly from store shoppers in near-real time.

List of references

I research many articles, I chose the first one because it is a book and reliable. And the second one from website, I think this one trustworthy, up date all the time and have variety of articles.

– Choi, T. (2014) ‘Fast Fashion Systems’ Theories and Applications [online] available from <https://books.google.co.th/books?id=T1BiAgAAQBAJ&pg=PA10&lpg=PA10&dq=trend+prediction+fast+fashion&source=bl&ots=YwUMSc51uF&sig=fUOSxhIXketer6i_MrCNPbSEULQ&hl=en&sa=X&ei=zfaIVLmlIsT7ULPkg7AP&ved=0CDUQ6AEwBA#v=onepage&q=trend%20prediction%20fast%20fashion&f=false&gt; [1December 2014]

Smith, J. (2014) ‘Fast Fashion’ Shifts Supply Chain Management Into High Gear [online] available from <http://www.apptricity.com/fast-fashion-shifts-supply-chain-management-into-high-gear/&gt; [1 December 2014]

Fashion Calendar for the next 6 months

Last Monday, I learned the process to create fashion planning for next 6 months. My group chose Topshop and High street fashion. I will show the example of process for doing it from January to June.

JANUARY

  • Design and Development : Textile, pattern and colours.
  • Production : Garment
  • Branding : Casting Model and set the targets – who want to buy their products.
  • Buying and retailing : Clearing all stock ready for new deliveries again depending on market segment
  • Media : Advertising (preparing for the collections)

FEBRUARY

  • Design and Development: Shows, PR samples, buyers samples Products to the shop (sample) deliveries to the shops
  • Final sampling: Duplicates for media and buyers PV (Premiere Vision), big trade shows
  • Branding: to make profile send big promote invitations to buyers – press –big event for launch
  • Trend prediction: Prepare for the shows, presentations to clients, confirmations of predictions collection information for next season
  • Buying and Retailing: Look at January’s sales figures – receive stock – PV – design collection, mid range collection
  • Media: See the shows and report – photo shoots – glossies

MARCH

  • Design and Development: Should know trend for Autumn Winter (designer, hand over to production team) , agree production samples and pattern, start to book manufacturing time and fabrics
  • Production and Supply chain: First indications of production order (How much they need to order for material) , book time at factories : book fabric production
  • Branding: Sales team sell collection – place collection with media
  • Trend prediction: Check whether everything they highlighted came (check the trend coming up)
  • Buying and Retailing: Place orders confirm what they have developed is in line with trends-develop new pieces, introduce colors if there are any glaring holes for the Autumn
  • Media: Wrap up what happened in the collections and plan shoots for the Autumn-September Issue (biggest selling copy of the year)

APRIL

  • Design and Production: Close book-finale production (everything should ready), Order – review sampling from textile shows
  • Branding: Sales teams sell collections-place collections with media
  • Trend prediction: Continuing analysis globally visiting shows to report back to clients
  • Buying and Retailing: Mid season deliveries
  • Media: September editorial-prepare September Issue-shooting planning Christmas

MAY

  • Design and Production: Chasing production to ensure punctual deliveries looking at sampling, which has come in from shows. Start to think new collection
  • Middle of producing: Fabric and garments – developing textile for next PV and for customers
  • Branding: Sales teams sell collections – place collections with media-What their brand looks like?
  • Trend prediction: Preparing a lot of shows and ready for a book reports for the September shows
  • Buying and Retailing: high – street will be looking at production for autumn – checking their deliveries are looking good reviewing sales are they in line with targets?
  • Media: Signing of September- Starting Christmas collection

JUNE

  • Design and production development: Production and sourcing prepare new trend
  • Supply chain and Production: Start to complete orders for July delivery (Italy closes for August deliveries have to be in by the end of July for September) * Beware in each country. Textile development for September PV
  • Branding: Looking what they doing for next season. Identify the strategy for the next season (few months)
  • Trend prediction: What is happening globally-are the presentations for the Autumn looking good?
  • Buying and Retailing: Do they need to go on sale?, How are products looking for the Autumn? Are the collections likely to come in on time?
  • Media: Christmas put to bed possibly-editorial (should be finish on June)

ARMANI

Brand Extensions

Last Tuesday, I learned about branding in Marketing Group Work Class. My group chose Armani and this brand has many sub-brands.

Luxury Market: Higher price

  • Giorgio Armani
  • Armani Collezioni

General Market: Lower price

  • Emporio Armani
  • Armani Jeans
  • A/X Armani Exchange

Other category

  • Armani Casa (Furniture)
  • Armani-branded Dolci (Confectionary)
  • Armani-branded Fiori (Flower)
  • Armani Hotel
  • Armani Cosmetics
  • Armani Watches
  • Armani Eyes wear
  • Armani Jewelry
  • Armani Perfume

This brand is easy to remember because their have recognizable logo and the color is black and white. Moreover, they will always use celebrity to promote such as David Beckham, Beyoncé

  • endorsement
  • social media
  • fashion show

exhibition, gallery and books

Future Brand Challenges 

  • Wide range of product
  • Different personalities
  • More acceptable price