Friday, June 2, 2017

Functions of Marketing Department in Fashion and Textile Industry

In the fashion and textile industry marketing roles are involved in selling and promoting products to retailers, brands, or suppliers.

Marketing terms are responsible for promoting product or services from business-to-business in the case of suppliers, from business-to-consumers within retailers and combination of both when working for fashion brands.

Marketing positions within fashion and textiles can be based in-house or a company can enjoy a marketing agency to cover this area.

Marketing plan
Fig: Marketing plan
What is marketing:
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with other.


Knowledge and job skills for a Marketing manager:
These job skills and knowledge’s are very essential who are interested to consider a career as a marketing manager.

  • An analytical and creative mind
  • The ability to priorities
  • Excellent communication and presentation skills
  • Good literacy, numeracy and IT skills
  • Strong people management skills
Role of marketing manager:
Role of marketing manager
Fig: Role of marketing manager
Liaison between marketing roles and other roles within the fashion and textile industry:
Liaison between marketing roles and other roles
Fig: Liaison between marketing roles and other roles
Roles of marketing department in fashion and textiles:
Large fashion retailers and brands often have their own marketing departments or brand manager to organize promotional activities to communicate the company’s brand image and value of consumers.

This may involve commissioning advertising agencies to produce advertising companies. However, advertising is not a widespread promotional techniques in the fashion and textile industry, due to the constantly changing nature of fashion products.

There are several more subtle and cost-effective ways of promoting fashion ranges to potential consumers which are more popular, such as:

  • Public relations
  • Fashion show
  • Press launches
  • Sponsorship
  • Celebrity endorsement
  • Point-of-purchase material
  • Special offers
  • Competitions
  • Websites
Marketing agencies can deal with various aspects of promotion to formulate a marketing strategy for a fashion business and integrated marketing agencies can also provide advertising. Marketing agencies tend to deal with different product types rather than being fashion specialists. Within a marketing agency account managers work with specific retailers or brands. Marketing roles have an emphasis on knowledge of marketing techniques rather than product manufacture.
Marketing agencies do their marketing plan
Fig: Marketing agencies do their marketing plan
Image courtesy: https://clin-edge.com