FASHION BRANDING AND MARKETING

           




            



Topshop believes that creative input is the key to staying contemporary and new. It sets high goals for itself and is constantly innovating and driving editorial, gaining genuine endorsements within the press. 

Its marketing mix broadly consists of authoritative advertising, gaining a word of mouth reputation for cutting edge design, constantly innovating its flagship store in Oxford Circus and sponsoring young talent.

Topshop is the single biggest supporter of young fashion talent in the UK, and its carefully selected sponsorship arrangements are an important aspect of its promotional strategy, not only helping create the next generation of style gurus, but also adding credibility and authenticity to its brand in the eyes of consumers.

As well as its title sponsorship of Graduate Fashion Week,Topshop is also the biggest supporter of London Fashion Week and the sponsorship of the prestigious New Generation Award. Known for launching the careers of 'fashion royalty', the New Generation Award has previously been won by established names including Alexander McQueen, Matthew Williamson, Clements Riberio, Antonio Berardi and Hussein Chalayan. 


























                                

    

                          

  



H&M use this channel in all of their markets, no matter if its in Asia, USA or Europe. They invest a lot of manpower and material resources in their advertisements with the aim to create a need and be the market leader. We believe that the most efficient way to promote H&M is to make an advertisement with a mix of the company culture and the Indian culture. We think that the following promotion channels will be the most effective when H&M enter the Indian market:

TV: With an advertisement on the television H&M will be able to make their product known to most of the local people.

Internet: Most of the teenager and young adults have the habit to surf on the Internet and since this probably is the most profitable segment for H&M they should have adverts on the web to be sure to reach out to the target group.

Sponsor of TV show: A good way for a company with financial capital to get attention is to be the sponsor of a popular TV show in India. That will make the audience aware of what H&M doing, and also get information about the products of H&M.

Magazines: Young people, especially girls, tend to read international fashion magazines as Vogue and Elle, and that can also be a good promotion channel for H&M. By advert in these kinds of magazines they can be sure that the right segment will see the advert.


























                                                          










   

Zara does not do conventional advertising. You will not see a single TV Commercial, a press ad, a billboard or banners on the internet. Not once. And yet it is the most successful fashion brand, with its owner Amancio Ortega as the richest person in Europe and the three richest people in the world.

One of the keys is that everything that could be spent on advertising and media budget is designed to create marketing techniques that work very good. One of the great competitive advantages of Zara is based on logistics and commercial techniques.

Just in Time Production

It’s popular that Zara “copies” the big fashion brands and that is not completely true. We can talk about Zara “copies the trends” of the fashion brands and places them in the market in record time. And that’s thanks to his production Just in Time.

This Japanese system allows to increase the productivity reducing the cost of management and losses of storage of stocks, as the system is based on producing real orders. While other brands in the textile market take 3-6 months to get a new collection in store, Zara needs a few 15 days to launch the new collections, creating dependency on its customers to get the last release.

Surely this dependency sounds like some other marketing strategy and advertising of brand with an apple as a logo. And is that another keys from marketing and advertising strategy of Zara, the one destined to stores.

Investment in stores

-Zara store on 5th Avenue-

Like Apple, Zara pay the highest rents to be in the neuralgic and iconic centers of every city and to be next to luxurious brands like Louis Vuitton, Armani or Gucci, creating a halo of elitism in their shops. Even if their clothes range between € 2 and € 50 on average.

The investment in Zara stores has placed stores on New York’s 5th Avenue, a 6 flats building in central Tokyo, several shops on Oxford Street in London and the most luxurious buildings in Dubai. Emblematic, old or strategic places in each city so that they attract attention either for its architecture or for being in a busy area.

Window dressing

The marketing and advertising strategy of Zara is based on an old marketing concept that has been lost behind the rise of new technologies and online stores. One of the most effective ways to get customers is to step in front of your store, come in and then buy. The first step is already done – when you find the stores in the best places of the city – and now you must to get into it.

The windows dressing have a fundamental role in the presentation of the collections. Zara dedicates a special care to the design of its windows dressing that creates in its headquarters of A Coruña, a bunker where practically nobody enters and where they have the “ghost street”, an entire section with streets and multiple storefronts where window dressing experts test, modify and make multiple variations along with other experts in neuromarketing to find the final windows dress to export to all stores in the world.

-Escaparates en la sede central de Zara-

Zara modifies its windows every two weeks and there are two additional showcases during the summer and winter sale periods. That means more than 150,000 windows dressing assembled a year.

Inside the stores

The interior of the Zara stores achieve a balance between the exterior and interior of the establishment, with spacious, comfortable and well-kept shops to the last detail with a thoughtful distribution and thought to the millimeter.

For example in the men section are exposed pieces combined so that they do not have to look and  into the women section the clothes are placed by colors so that they combine to your liking.

Like the shop windows, the interior distribution changes every few years so that the consumer has the sensation of experiencing the sensation of being “new” when he comes back into the store.

Anonimus Models

The marketing and advertising strategy of Zara is based on not to employ an image of famous figure, be it model, actress or singer unlike other brands. Zara uses anonymous models to advertise his clothes, the company has not hired any star designer, but relies on the talent of young designers (mostly women).

These are the points of marketing and advertising strategy of Zara to become a the most world-wide successful company. Detect the trends, place them in stores in 15 days, rent a strategically located stores in the luxury places, effective window dressing and adjusted prices. The recipe for Zara’s success.