Fashion Marketing -Marks and Spencer Essay Example | Topics and Well Written Essays - 1000 words

Fashion Marketing -Marks and Spencer - Essay Example The essay "Fashion Marketing - Marks and Spencer" concerns the fashion marketing. The company started by Amancio Ortega at the Northern part of Spain continually enjoyed growth in the Spanish market through strategic prepositions. Initially, the chain served the needs of the local consumer in the young feminine segment. Within the last ten years, the company grew proportionately to increased revenues and consumer loyalty through the modernized approaches that it employed. The company preserves the strengths of analyzing the customer targets in the market as serving the entire fashion market poses more threats than opportunities. The company defines that the youthful female consumer depicts a standardized behavior throughout the geographical segments. Zara depicts that the consumer buying decision model affects all businesses alike. The company analyzes fashion needs through the online research surveys and establishes on the fashion trends that depict a favorable rate of return on inv estment. Through a communicative channel that tends to link the company to the consumer, Zara advertises on the release of the garments that target to suit perceived consumer needs. The company runs a solely owned ultramodern factory that designs and makes garments in accordance to the anticipated consumer needs. Zara communicates actual date of releasing the new makes to the customer, and through an effective delivery chain, the company avails the garments to the more than 1500 outlets in 70 countries of the world economy. ... The Limited Collection brand was introduced in the late 2004; it was not being considered that it could significantly remain helpful to create such a unique differentiation. But it remained pretty successful and customers showed a very high adoptability towards the brand. However it has its same placement and the concept oriented approach which keenly values the notion of cost and brand consciousness. Serving segment is cost conscious group, target population is high class and upper middle class whereas positioning of the products is as a high quality and distinguished fashioned products. The Limited Collection brand offers a wide range of women’s, men’s and kid’s wear. The best feature of the brand is that the offerings are replaced each week from the outlet. In this way, it has a vast choice and unique variety because of rapid replacement of display items from the stores. The section of Limited Collection is not offered at every outlet which is a step towards a specification orientation (Marketingweek.co.uk, 2004). Competitors’ Analysis for Marks and Spencer Competitors’ analysis is really worth when designing a lucrative marketing strategy. The competitors of Marks and Spencer in fashion industry include a wide range of potential competitors. The competitors may include elite class fashion designers to middle class fashion wears. It is important to study the characteristics of the competitors. The realistic competitors of M&S are those who present their products to the population of upper middle class and higher classes of the society. Specifically the competitors of M&S may include Alde, Centra, Levi’s and ASDA. Although some of these companies