Fashion Market Case Study Example | Topics and Well Written Essays - 2750 words

Fashion Market - Case Study Example The essay "Fashion Market - UK" talks about UK fashion marketing. Zara is a leader in providing variety and choice to its consumers. It has been able to produce around eleven thousand styles every year and is highly design driven. Therefore freshness and innovation is a key strength of Zara. H&M Fashions is another well known brand for the fashion market in UK. It stands for Hennes & Mauritz and is based in Sweden. H&M has positioned itself in the middle and high range of the market. Marketing at H&M is regional and therefore cost-effective. The company has an exemplary supply chain cycle, where clothes move from design to hanger within twenty one days. Its communication is more informative than being centered on image. French Connection United Kingdom; more popularly referred to as FCUK is another fashion brand whose marketing and communication strategy has been looked into in this report. The retail store was founded in 1969 in London. It happens to be one of the first British comp anies to cater to the men’s casual wear market and later extended into both formal and informal clothes for men, women and children. To date the highest share of revenue comes from the menswear collection which is trendy, fun and a favourite for men all over the world. An interesting point to note here is that analysts claim that the company has benefited from its suggestive marketing campaigns. The research methods include both primary and secondary. The assortment has been clearly done to reflect an exploratory research framework. It is a mix of both qualitative and quantitative in nature. The quantitative part of the research has been included to point to recognition and recall of certain advertisements. It is based on clearly thought out and formulated procedures which allow triangulation and lend thoroughness to the research. The primary research methods include in-depth interviews with the target market of these brands; which includes the fashion conscious youth aged between 16-25 mainly. Four in-depth interviews were conducted; two with girls and two with boys of different ages. Interviews were also conducted with marketing personnel of the brands in question. Other than that focus groups were conducted with the same audience who were put together in groups of sixes for the exercise. An observational exercise was conducted; the purpose was to test the recall and recognition of such advertisements. All this research was supported by questionnaires conducted at university campuses as well as these store locations. Lastly, in-store analysis was done to understand the sort of image the store was trying to project. This was done for stores in different locations all over United Kingdom. The secondary research methods comprised mainly; magazines with special reference to fashion magazines, internet resources such as ebsco, Brunell electronic library and news updates. In addition to this; newspaper clippings and case studies were used for reference. Market Overview The UK fashion industry is worth an estimated 44.5 billion pounds. According to statistics in 1960 around 10% of the household budget was spent on clothing and footwear. Due to lower cost of product and the huge influx of