MARKETING MIX
‘The 4Ps’
Weather you are a small or large business you still have to consider the 4ps of marketing. without these basic inquires your product will not fly. You need to consider all not just some of the points of your product. Its essentially the domino effect if one is out you will eventually hit a stump.
CHANEL ‘ready to wear’ S/S 014
He'd taken as his starting point an antique German paint chart and from it sprang painterly knits fused to tweeds of neon pink, black and white. Subtly glittering, they zipped up the sides to show pearl-encrusted miniskirts beneath sleeveless tabard coats, some with cloaked backs.
Endless ideas for his Chanel following - they came hanging off one shoulder, with feathery frayed hems, in a spectrum of pink woven knits - all easily wearable with a low-waisted nonchalance that was typically cool. Wide-legged leather trousers in pale pink or grey had cashmere knits tied around the waist, while a denim story - matching exactly the concrete floor that the girls were walking on - added a tougher element before silk dresses smothered in multi-coloured swatches were taken over by bow-festooned black and white full-skirted dresses.
The accessories, too, carried the artistic theme - spray painted rucksacks hung off the back of models carrying orange and pink Perspex bags in one hand and an artist's portfolio in the other - and huge pearl baubles at the neck or wrist were hopelessly desirable, while patent court shoes were attached to sparkling woolly socks. It had all the signatures but mixed them up again to look modern, new and intoxicating.
Lagerfeld walked around the Grand Palais afterwards to accept his applause with a wry smile: there's nothing quite like a successful Chanel.
Dolly Jones Information sourced from fashion TV
PROMOTION
‘Push and Pull’
High End Fashion Magazines normally advertisements in the first few pages.
TV Advertising.
Red carpet events in lower end magazines like ‘HELLO’ showing stars in the garments
PLACE
The whereabouts of a store has to be chosen correctly you would never find a ‘CHANEL’ store on a standard high street next to Primark. Location is everything! you would usually find these stores on the elite streets of major fashion capitals and capital cities. like Paris, New York and Milan. Their are four ‘CHANEL BOUTIQUES’ in London. Google- 'CHANEL' Boutiques Locations
PRODUCT AND PRICE
Dress and Jacket Combo
Fitted with layered mixtures of tweed with lashings of black and pink hounds tooth, finished with a rough frayed edge. Dress and jacket in matching materials with a synched in waist accessorized with two skinny matching belts, extravagant broach, bangles and clutch.
STUNNING!
If i was shopping in ‘Chanel’ i would expect a level of customer care an extreme amount especially if i was panning to spend thousands. But with these types of ‘elite’ stores and boutiques come with its fair share of snobbery, and the stereotypical ‘you cant afford to shop here’.
Upon purchase i believe a fair amount of packaging would be involved including logo embossed tissue, boxed then bagged in a luxurious over the shoulder roped bag. With the bold CHANEL black letters proudly on the front.
PRICE RANGING FROM 6000-14,000 MAJOR <3
TOPSHOP Ready to Wear S/S14
PROMOTION
“Push and Pull”
Billboards lower and magazines like Cosmo(high street edition)
The offer of 10% discount with the presentation of an NUS card at the till also valid off sales items as well!
constant streams of emails offering you latest garments and information about TOPSHOP itself . what's new!
They also offer an TOPSHOP shopping app for Smartphone and Android and have a public Tumbler where people can upload outfit pictures and inspirations.
PLACE
City Centres on main high street shops or big shopping centres more likely to be next to American Apparel than Primark. Google Maps Finder For London TOPSHOPS.
PRODUCT AND PRICE
WHEREVER Topshop's girl is headed this summer it's going to be hot because those barely-there silk slip dresses suspended from the tiniest of spaghetti straps will demand balmy climates. Desirably throw-on, they billowed in deep Mediterranean blues. For chillier days, she will be thankful for all that suede, which looked expensive (there is plenty of it around for spring, and for anyone hankering after Proenza Schouler's, which debuted last week, this would be your more reasonably-priced answer). Full skirts with drawstring waists, tops with deflated peplums, the series was standout. Meanwhile, Topshop's denim offering extended to patchwork hoodies and outsize jackets, and low-slung raw denim jeans with exaggerated cuffs, something that we have seen now for several seasons; first at Celine, then MiH. Those tired turn-ups were at odds with the trailblazing vibe usually associated with a Topshop girl, but that's a minor detail.
This was a collection spiked with global influences and crafty details, like a series of floppy crochet knits, a sun-bleached Moroccan tile print, dresses with ethnic fringed trims (the sort that one might pick up at a souk), and others more worked in the shape of shiny satin, A-line mini shifts appliquéd in scattered shards of mirrored glass.
Above all else, Topshop mostly got the measure of its customer: girls who holiday in places like Ibiza, who pack a suitcase filled with clothes that can work for endless days that run into night, and nights, into days. Any one of these pieces could work on a beach at sunrise or sunset; and come summer, that's just what they will do. (Sarah Harris) VOGUE. TOPSHOP S/S 14
Simple Swing Dress Textured Finishing's
Beautiful simple cut summer dress perfect for the early evening BBQ. With and elegant plunge V line neck holding together with spaghetti straps. Light material flowing with the walk. Finished with a wire brushed mohair effect and heavy star like patterning in deep blue and dark charcoal.
SIMPLISTIC!
Shopping in TOPSHOP is a pretty normal experience and i would expect a the certain level of customer care that i would find in any other shop, polite but not to attentive. When shopping in high street stores you normally have to ask for help as appose to the staff asking you. but you still expect good manors “Please and Thank you”.
Upon ready to purchase at TOPSHOP i would expect to stand in a 2-5 minute queue, and receive the standard “hello, did you find everything you was looking for today” at the till with some light casual conversation about the garments being purchased. To then hand over your money student card. to receive your garments in a not cheap but not highly expensive plastic/paper bag with the label printed on the front. no extra packaging. although sometimes the added bonus of a FREE magazine hidden in there.
PRICE RANGING FROM- £30-£45
ASDA
PROMOTION
Push an Pull
Lots of TV advertisements and exposure.
Catchy jingles and Catchphrases. “ASDA PRICE”
FREE magazines in and around checkout and store for food ideas fashion toys.
Lots of visual merchandise ( bill boards, bus stations, posters, leaflets, charity buckets)
PLACE
Normally found in local locations. with a busy atmosphere. standing alone.
Would never be found next to Tesco or another competing super store.
PRODUCT AND PRICE
Cutesy Black Playsuit.
Crafted with multiple front pockets and gold tone buttons this G21 belted playsuit puts a smart twist on utility style. So whether you’re off to the office or heading out on the dance floor this chic little number is sure to have you dressed to impress.
• Mock front pockets
• Skinny patent belt
• Mock buttons
Cool and coordinated, G21 is your one-stop shop for today’s hottest trends. In carefully synchronised colour ways, our expert edit of key shapes makes styling your new look a cinch.
Shopping in ASDA is an every day occurrence for some people and is not generally a treat but a chore. the majority of the time the clothing range is used for bog standard basics tights, socks and pants.But sometimes a hidden treasure is found under the masses of acrylic. Speaking from experience i wouldn't expect a great level of customer care or acknowledgement around this store.
Upon purchase in this store i would expect to be standing in a queue for 10-15 minutes.With a trolley full of items. Normally checkout staff are more polite than the main floor staff and shelf stackers and the buying process is very simple scan buy go, they also offer a self service which is basket only. The packaging offered in ASDA is a standard thin plastic carrier bag. But if you so wish you can purchase a bag for life which is a sturdier construction and the proceeds go to charity.
PRICE OF GARMENT-£16
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