This projects goal is to create a platform for the display of various designs and fashion trends. We intend to bring together various designers for a fashion show that will increase their products popularity. We also intend to promote young and skilled designers by giving them a platform to display their product. The project is being undertaken due to the increasing demand for creative arts display functions.
SMART objectives
To enhance the probability of success, this project will be divided into eight subsections to help in delegation of responsibilities. In any project, the quality of work depends on team work and creating a team to work on this project will be the first activity (Berkun, 2005). The following teams will be involved in this project, sales and marketing, sponsors, invitation, venue, decoration, entertainment, catering and management. The sales and marketing team will be responsible for the logistics and financial aspects of the projects.
The sponsor team will be looking for people or organization to fund the project or to sponsor in kind while the invitation teams will be managing the invitation slots. Decoration entertainment teams will be responsible for the decoration of the venue and entertaining guest respectively. On the other hand, the catering team will be dealing with foods and drinks while the work force management team will be supervising the teams to ensure everyone plays his/her roles effectively.
Shareholders
This is a fashion show and its success or failure can be contributed by different parties. First in the list of shareholders are the organizers or the project team members. Team members will play a significant role in making this project a success (Rogers, 2006). Apart from the team members, the other shareholders are the designers and owners of the products to be displayed. Their cooperation is vital for the success of this project because they are the ones providing the products.
Sponsors on the other hand will play a great role by providing resources that will influence the success of this project. This includes financial support as well as advertising resources to popularize the event. Lastly, the targeted market must also show up for the event to be successful. For it to be a fashion show, we need to have a sizable audience.
Major milestones
In every project, there must be pointers that will help the project manger to monitor its progress (Davis, 2010). In this project, we will be seeking to achieve some of the preparations in advance. For instances, the participants will have to confirm their attendance a week before the event. We need to set the deadlines for the design of invitation cards and the print adverts. Time is of the essence in this project and the way we react to it will influence our success.
Critical success factors
This is a big event and it will include inviting major people in the entertainment industry in order to attract the young people. Fashion shows are mostly for the young people therefore we need to include some of the things that attract them. Entertainment and decoration are very expensive yet very important for the event. Financial support is a critical factor that will influence the success of this event. Another factor that will greatly enhance the success of this project is the stakeholders commitment to time and to their varied responsibilities.
References
Berkun, S 2005, The art of project management, OReilly, Beijing. Web.
Davis, M 2010, Dells case study for supply chain. Web.
To make an argument regarding a piece of communication, a rhetorical analysis considers all aspects of the rhetorical setting in which the communication was created and delivered, including the audience, purpose, medium, and context. In addition to describing and analyzing the text, a good rhetorical analysis will also provide an assessment, which will serve as the basis for your argument (FSF, 2022). Students with an interest in fashion design may apply for scholarships via the website. Young individuals searching for financial aid to pursue a career in the fashion and design industries make up the sites core demographic. This article thus offers a rhetorical analysis of the website, dissecting its employment of pathos, ethos, and logos.
For Pathos, the website uses graphic descriptions of people with various fashions. Thus, this makes anyone visiting the website feel and experience the fashion industry for what it is and the dynamic elements that make it up. The website is designed to attract young people who are mostly into fashion. There are also shared personal stories of alumni and other people who have benefitted from using the website before that, making one visit the website to feel a connection on the importance of the website. The ethos of the website largely relies on its credibility. The fashion presented on the website appeals to sense and comes along as dignified.
The website includes an equity initiative geared towards inclusion in the fashion industry. It continues to provide its alumni with professional guidance and networking events (FSF, 2022). In terms of logos, the website is carefully structured to appeal to the audience. It uses information that can be fact-checked and uses several examples of students who benefitted from its program before. It also requires inductive reasoning to assess that the pictures used are essential for fashion. The students who have benefited from the scholarship program set the tone visually, while the fashions they wear express the prevailing atmosphere. What I like most about the website is how it uses fashion from across the board to present the idea of the fashion a scholarship fund. What I would change is adding more text to accompany the images. The site is easy to navigate, and I would fill out an online application if I applied for a scholarship.
The modern market of commercial advertising is an industry that has grown exponentially. Competition amongst brands of various products forces companies to pour money and creative power into advertising. The human psyche is studied, and a social image is created so that the ads have a powerful, memorable impact upon the consumers, driving them to choose certain brands over others. Social impact is particularly noticeable in the fashion industry, where ads create an image that consumers attempt to mimic. In the Alexander Wang fashion advertisement analyzed in this essay, the female image is exploited to create a provocative symbol which lacks the sexual self-empowerment of feminist ideology.
Alexander Wang is a contemporary fashion label named after its creator and designer. It features unique urban designs of clothing primarily for young adults. The advertisement analyzed was printed in magazines and on billboards as part of the 2014 Spring campaign. General subtext meant to be evoked by these ads is the failure of the dominant, white class to relax and take pleasure in success (Bordo 100). The campaign of the luxurious brand is aimed towards young white women in urban areas. In the advertisement, the woman is wearing designer shorts that are exposing the womans leg. They are also seemingly tight, highlighting the curves of the womans thighs and glutes. The womans shirt is white, with the area in the abdomen and above the chest area seemingly see-through. The area across the womans chest is covered by a label Parental Advisory: Explicit Content. While, undoubtedly, the clothing is stylish, it is meant to be sexually provocative. Tight clothing, especially highlighting the glutes and exposing the thighs is popular in contemporary styles. The shirt is also designed as a tease, exposing parts of the torso but hiding the womans breasts under a label usually shown before sexual content in the media. While each woman desires to look attractive in the clothing she buys, this design is directed at defining the image of a woman as a sexual entity.
In the photo, the white young woman is what would be considered sexually attractive by most people. By her exposed body, it can be seen she is very thin and fit, but not to the point of being unattractive. Her skin is tan and has a somewhat unnatural glow. The woman is sitting provocatively in a bathroom sink with her legs spread apart. Her head is leaning back, pushing forward her hips and torso, and she has a facial expression that can be read as that of sexual desire. As with any advertisement, there is obvious tampering of the image digitally. Everything in this advertisement, from clothing to the womans body, is meant to induce sexual excitement. The woman radiates sexual desire and to achieve such perfection the advertised product must be purchased. Women are dehumanized, an ideal form only as a sexual entity with no regard for mind or emotion. Sexuality as a term of power belongs to the empowered (Freedman 266). The way that sexuality is portrayed in this advertisement is common in the Western media, where it is a male domain with females having no say. Recently with the rise of feminism and technology such as dependable birth control, females can show self-assertion in sexual matters (Hooks 85). However, there is still a lingering factor in society, of setting an unachievable bar regarding digitally altered beauty. It achieves the purpose of the advertisers as their products are purchased in attempts to imitate this look.
The Alexander Wang advertisement campaign uses the female image to create a sexual symbol for its fashion brand. By doing so, it creates an unrealistic depiction of the female desiring sex and takes away the self-empowerment of choice voiced by the feminist movement. It is a commercial phenomenon that is sexist in nature and needs change.
Works Cited
Bordo, Susan. Hunger as Ideology. Unbearable Weight: Feminism, Western Culture, and the Body, University of California Press, Berkeley, 1993
Freedman, Estelle B. No Turning Back: The History of Feminism and the Future of Women. New York, Ballantine Books, 2003.
Hooks, Bell. Feminism is for Everybody: Passionate Politics. Cambridge, MA, South End Press, 2000.
I am writing on the topic of advertising in fashion, in order to understand how this mechanism functions and, moreover, what are the main factors which make people prefer certain kinds of clothes.
There is no use denying the fact that nowadays, the fashion industry plays an important role in the life of every person. It is difficult to find a man who has never heard about such brands as Chanel, Dior, Dolce & Gabbana, and so on. People have always spent much time and effort in order to make their appearance perfect. Though, nowadays, this question becomes especially significant. There are several reasons for this statement.
There is no use denying the fact that one of the most important factors which influence increase in the level of attention given to appearance is the blistering development of media and digital technologies. Nowadays, people are able to compare their clothes with the clothes of other men at the same time trying to look great because they know that they will be compared. Additionally, there is one more factor that influences the development of interest in the issue of fashion, and it is advertising.
Evolving along with digital technologies and means of media, advertising nowadays becomes a very important remedy that predetermines the choice of a person and the way he/she behaves. The world of fashion is not an exception. Advertising is one of the most powerful forces which influence its development.
With this in mind, it is possible to say that investigation of the main aspects of this process and its influence on people can explain some mechanisms of the work of the fashion industry in the whole and, additionally, will help to make a more deliberate choice in everyday life.
It is obvious that nowadays people are influenced by advertising and all they life, to a greater or lesser degree, can be described as a set of choices made under the influence of public opinion which, in its turn, is formed under the influence of advertising. That is why it seems vital to understand the main levers of influence of this mechanism in order to become less dependent on advertising and be able to make choices that do not depend on public opinion or some other ideas which are presented by famous brands and trademarks.
Additionally, understanding the main way in which advertising works in fashion will lead to recognizing the issue in general as there are only slight differences between the mechanisms of the work of advertising in different spheres. That is why it seems important to investigate this very issue.
However, there is one more factor that can serve as good evidence of the topicality of the issue under investigation. As has already been stated, nowadays, fashion has much more influence than it has ever had before. Millions of people watch the latest changes in style in order to follow them and not to become old-fashioned. Additionally, people who work in advertising agencies also know all the main events in the world of fashion as it is closely connected with their work.
The thing is that they could suggest their help to a company which is not so known or popular in order to increase its sales and earn money.
With this in mind, it is possible to say that the issue of advertising in fashion will be interesting for a great number of people who follow it and who want to understand why some brands are more popular at the moment while another, which were on the top not so long time ago, are now forgotten. With this in mind, it is possible to say that this issue gives a great number of possibilities for research as it is very easy to find participants of some surveys or tests in order to collect clear statistical data.
There is no use denying the fact that the issue of advertising is rather complicated, and there is a great number of different smaller questions that can appear while investigating all aspects of this very issue. With this in mind, it is possible to outline the range of questions and fields of activity which could be touched in the course of the experiment. First of all, it should be said that each good advertising takes into account the peculiarities of the psyche of people. It is a very important aspect of every advertising company.
The thing is that to make a person buy some goods or products, an advertisement should influence his/her conscience in order to promote the appearance of the interest towards a good. That is why the importance of psychology and its influence on advertising should help to understand the main aspects of its functioning better. Additionally, the gender aspect should also be taken into account. It is traditionally believed that women devote more attention to their appearance and the issue of fashion than men.
However, nowadays, this statement should be doubted. There is a great number of clothes and goods connected with the fashion industry and which are oriented on men. With this in mind, it should be said that it can have a great influence on advertising as it is obvious that there should be different ways to make a man and woman buy a certain thing. That is why it is also possible to analyze advertising oriented on men and women.
Additionally, it is possible to say that some brands or names have great significance in the world of fashion, and it is obvious that advertising of goods, connected with these names or brands, is different from some other advertising companies.
The thing is that the issue of authority is important for the world of fashion. Such well-known brands as Chanel or Dior do not need some special advertising company as these organizations are known almost everywhere, and they have another ways of promoting the increase in their popularity. That is why this question should also be investigated as it has a great influence on the issue.
With this in mind, having analyzed the main factors connected with the issue of advertising in fashion, it is possible to make a certain conclusion. First of all, it should be said that it is a very complicated issue which has a great number of different aspects which are very important for its efficient functioning. It takes into account the psychological peculiarities of people trying to show the facts which will be the most attractive for them.
Additionally, it becomes obvious that nowadays the majority of people are interested in this issue as they are influenced by it. Moreover, there is a tendency nowadays whose main sense lies in the destruction of borders between genders, which means that even men nowadays follow fashion and devote much time and effort to it. With this in mind, it is possible to say that the issue of advertising in fashion should be investigated because of its great significance in a coherent society.
The fashion industry is rapidly changing, meeting increasing demands, and setting new standards for normalcy and beauty. In this evolutionary process, marketing and retail practices play an important role. In the modern age, traditional advertising is becoming obsolete, and distributors are forced to find new ways to connect with their audience. Online promotions have rapidly become commonplace as more and more people started regularly using the internet. The use of online advertising is the most powerful tool for retailers, especially on social media. Applications like Facebook, Twitter, and great places to find potential clients. Retailers gradually shift their efforts towards targeting the younger generation in their promotions, engaging with newer platforms as well. In this regard, Instagram and Tik-Tok are the best spaces for advertising. Populated primarily by teenagers and young people, their quick-content modes are perfect for promoting new fashion.
In regards to fashion trends themselves, some patterns can be observed as well. Clothing is produced at unprecedented rates, with a large variety of styles for any customer. From personal experience, major trendsetters in the industry seem to lean towards oversized, baggy clothes. The wearers comfort is regarded as the top priority, and the designs usually suit all body types. Intersex fashion is also on the rise, with pieces that are not hyper-masculine or feminine. In both mens and womens clothing, the colors are primarily calm and muted, with many shades of beige, black, blue, and gray. Contrasts are used to bring attention to important elements, and striking prints are used as decoration. Flowery motifs and geometrical shapes are often used as well. Both natural and synthetic materials are prevalent, offering a wide selection for different types of customers.
The Fashion Channel (TFC) has been offering quality consumer-advertisements to many viewers. However, it has become impossible for the company to achieve most of its objectives. This Cable TV Network requires new ideas and strategies in order to remain competitive. The company has identified a number of goals due to the current changes in its viewership. The major issues affecting the industry include increasing levels of competition, lack of better positioning and targeting strategies, and changing consumer expectations (Stahl, 2007, p. 3).
TFC has not been marketing its services to any specific target population (Stahl, 2007, p. 2). The original marketing theme adopted by the company was Fashion for Everyone (Stahl, 2007, p. 2). The company is planning to have proper branding, segmentation, and positioning strategies (Stahl, 2007, p. 2). The company has hired an experienced marketer in order to develop a powerful marketing strategy. According to Thomas, the company must have a powerful brand-building program in order to achieve its goals. The company has therefore hired Dana Wheeler in order to design the best marketing strategy.
Wheelers new plan is to develop quality positioning and segmentation strategies (Stahl, 2007, p. 2). Wheeler plans to use the internet and other traditional advertising strategies (Stahl, 2007, p. 2). Wheeler also wants to use promotions and public relations (PRs) in order to attract more customers. This approach will produce a Well-Integrated Marketing Program (Stahl, 2007, p. 5). The proposed advertising strategies will become the best growth opportunity for TFC.
The most appropriate strategy is to target the best customers and viewers. A positive marketing mix will attract more viewers. The first approach is to identify the right viewers. Wheeler has examined the capabilities of different individuals in the country. The companys segmentation and positioning strategies will focus on different segments such the Fashionistas, Basics, Situationalists, and Shoppers (Stahl, 2007, p. 6). TFC has the potential to focus on the changing expectations of different viewers.
Competition for ad revenues has also been on the rise (Stahl, 2007, p. 3). Many advertisers are currently spending a lot of money to buy their spots on different cable networks (Stahl, 2007, p. 4). CNN and Lifetime have introduced new fashion contents. Such contents would target more young individuals in the society. The best goal is to identify and target the right customers (Hassan & Craft, 2005, p. 83). The company should also monitor the attitudes and expectations of its consumers. TFC should also examine how different consumers are using various TV networks.
TFC has two unique customers. These customers include advertisers and cable companies. The company should use several strategies in order to maintain good relationships with such customers. The proposed segmentation and position strategies should identify the best viewers. The company should attract an increasing number of viewers from different backgrounds (Hassan & Craft, 2005). This strategy will satisfy the needs of different advertisers. This approach will ensure every advertiser is ready to use FTCs services.
The issue of cost should be taken seriously at the company. According to Stahl (2007, p. 4), the issue of cost means a lot to these customers . Pricing in the industry depends on ratings, targeted demographics, lifestyles, and existing competitive patterns (Stahl, 2007, p. 4). The industry expresses its prices as Cost Per Thousand (CPM) whereby every targeted advertiser pays for moment of viewing (Stahl, 2007, p. 4). Market pricing has been fluctuating due to the issue of competition. FTC should therefore address the costs incurred by these advertisers. This strategy will support more customers and eventually increase the companys revenues. The approach will also produce the best business relationships.
According to the case study, TFC is a basic channel. This situation makes it easier for many customers to receive the channel after signing up for the service (Stahl, 2007, p. 4). The important goal is to deliver quality audiences to different advertisers. This approach will satisfy the needs of many advertisers and support their business potentials (Hassan & Craft, 2005, p. 22). TFC should also consider the needs of various cable companies.
The company should ensure every positioning strategy supports the changing needs of such cable companies. This approach will ensure the company produces the best business strategy (Hassan & Craft, 2005, p. 58). TFC can collaborate with different partners such as Time Warner, Cablevision, Comcast, and Cox in order to attract more viewers (Stahl, 2007, p. 6). This approach will support FTCs goals and eventually increase its revenues.
The proposed segmentation options should focus on specific demographics. The proposed broad multi-cluster strategy will support the four groups of viewers. These four groups include the Fashionistas, Planners & Shoppers, Situationalists, and Basics (Stahl, 2007, p. 6). This segmentation strategy has the potential to increase the number of viewers. This approach can produce the best ratings and reduce the targeted CPM. However, the approach has the potential to increase the companys programming costs.
The second strategy entails the use of a multi-segment approach. This approach will focus on different groups of potential viewers in the targeted market (Stahl, 2007, p. 6). This option will reduce the number of viewers. The segmentation strategy will also increase the targeted CMP. This approach will increase the companys rating (Hassan & Craft, 2005, p. 86). New programming costs will be mandatory in order to support the changing needs of every targeted segment.
The third segmentation approach will focus on two groups. These two groups include the Planners (or Shoppers) and the Fashionistas (Stahl, 2007, p. 6). This dual-targeting approach will increase the firms overall rating (Hassan & Craft, 2005, p. 86). The strategy will also increase the targeted CMP. However, the company will incur more costs in an attempt to satisfy the needs of these two segments.
How do the above pros support the new goals of TFC?
The above pros will support the most of the companys objectives. To begin with, the company will attract more viewers using the above segmentation strategies. The proposed multi-segment will attract more viewers and eventually increase the firms gains. The dual-targeting strategy will ensure the company increases its overall rating. This approach will attract more advertisers (Stahl, 2007). Many cable companies will also make TFC a major business partner. The proposed strategy will also reduce the level of competition (Stahl, 2007).
A powerful segmentation strategy will attract more viewers. Many marketers and companies are currently examining the effectiveness of different networks in order to achieve their goals. Every TV network is identifying better strategies in order to attract highly-valued viewers (Hassan & Craft, 2005, p. 86). TFC should also monitor the level of customer satisfaction. The company should also use appropriate segmentation strategies in order to achieve its potentials. Wheeler should also identify new segments in order to maximize the companys gains.
Reference List
Hassan, S., & Craft, S. (2005). Linking Global Market Segmentation Decisions with Strategic Positioning Options. Journal of Consumer Marketing, 22(2), 81-89.
Stahl, W. (2007). The Fashion Channel. HBS Brief Cases, 1(1), 1-12.
Attention getter: The concept of fast fashion broke into everyday life, implying the availability and variety of fashionable clothes. However, the mass production of trendy garments has led to other more serious societal problems which can potentially harm the environment and peoples lives.
Credibility Statement: The textile industry has become the second largest polluter after aviation. Scientists have calculated that fifty million tons are the weight of clothing humanity produces yearly (Hugh, 2020). Thats double what it was 20 years ago, combined with the fact that the fashion industry is already responsible for ten percentages of all carbon emissions, which is potentially dangerous for society (Hugh, 2020).
Reason: The attempts of consumers and brands can stop such adverse conditions. Each person should be concerned with the planets future, striving to minimize potential harm to nature. Thus, todays speech discusses a crucial global topic what fast fashion is, why it is hazardous, and how its consequences can be minimized.
Body
Definition and Problem
The term Fast Fashion refers to the fashion industrys business model of launching as many collections as possible in the shortest amount of time. Clothing collections are based on famous designers latest fashion trends, which are imitated quickly and mass-produced from low-quality materials. The negative impact of fast fashion includes using cheap, toxic dyes for textiles, making the fashion industry the second largest pollutant of clean water in the world after agriculture. The speed of clothing production means that consumers are throwing away more and more clothing, creating vast amounts of textile waste.
Causes
The low-cost characteristic of the mass market is achieved, among other things, by reducing the cost of creating clothes. And this is the constant increase in production capacity, the low quality of the product, and the use of the labor of the population of developing countries. The result of this approach has been legitimate criticism of fast fashion for pollution. Short-term trends, low-quality garments, and a focus on synthetics lead to increased emissions during production.
In a fast fashion, artificial fibers are often used, such as polyester. Such materials are harmful to the environment, as they are made from crude oil, and carbon dioxide is released during production. Chemicals also pollute the waters in the seas and rivers. When washing clothes in a washing machine, tiny fibers end up in the ocean in the form of microplastic particles. But even natural fabrics can become a problem on the scale of fast fashion. Growing cotton requires vast amounts of water and pesticides. This leads to the risk of drought, creates pressure on water basins, as well competition for resources between companies and local communities.
Solutions
There can be two solutions directed to fashion brands and consumers. Fast fashion brands have expressed concern that they are damaging the environment. As such, these brands are taking initiatives to create more sustainable clothing and sustainable brands. For example, UNIQLO (Japan) has developed a technology to reduce the use of used clothing. He also recycles them into the new fabric to make new clothes. This recycling method should be an example for other brands. All parties in the supply chain must work to preserve the environment during production. The goal is to avoid polluting the environment with textile waste.
Brands work based on the constant production of new clothing lines to meet the ever-changing consumer demand for everything new. Therefore, the buyer can take some steps to reduce the demand for quick-change products. For example, you and I can check the composition and wear clothes made from natural materials and renewable resources. If the clothes are in good condition, you can give them away or even sell them, thereby delaying the moment things enter the landfill, simultaneously satisfying the other persons need for clothes. Wear the clothes you love. Do not accept or return clothing that is in doubt. One of the most valuable pieces of advice can be to avoid following fleeting trends but choose your style. It can help to feel more comfortable wearing all of the clothes. It is essential to save time in searching. Try to select a high-quality, comfortable and suitable thing for you in all respects. Customers can give preference to products made by responsible companies. Responsible companies strive to reduce their environmental impact by using renewable energy and recycled materials, avoiding the animal cruelty, and respecting workers rights at all stages of production.
Conclusion
Therefore, fast fashion is one of the most potentially dangerous widely-spreading production spheres, which has significant adverse environmental consequences. The possible solutions include recommendations for becoming more attentive consumers. The fashion brand also can take some measures, such as improving the quality of materials. Consumers and production companies complex attempts consumers and production companies problematic attempts can help fast fashion become slower.
In conclusion, we are all, as consumers, responsible for drafting the demand for clothes. Rational consumption can change the supply of fast fashion trends. Even small attempts can provoke more significant changes in the global situation. Our current culture of applying things is unsustainable. But by knowing who a conscious consumer is and how to refuse the number of utilized clothes, we can improve the condition of the environment and minimize the consequences of fast fashion.
Dwelling upon the role of the fashion buyer considering buying for different organisations and categories, the role of buyer in the modern life should be understood. Modern economics is based on the marketing relations. All the products and services are bought and sold. The customer is placed on the first place as the competence is high and no one wants to lose its clients. Fashion industry is highly competent as well.
There are a lot of different types of customers behaviour and the ways how customers may be attracted. Buyer behaviour differs greatly depending on the situations. The main purpose of this paper is to consider the role of the fashion buyer, dwell upon types of the buyers, the ways they choose for purchases, and other aspects of buyers behaviour.
Types of Buying Roles from High-End to High Street
Considering the types of buying roles, it is essential to consider the main idea of the high-end and the high street behaviour. High-end fashion demonstrates the brand building, while high street fashion is sales focused. It is really important to understand the types of buying roles of the customers to predict the level of sales.
High-end type of buying role is based on the brand name of the product. No matter whether people need it or not, no matter whether it is more expensive than the same product of another produces, many people are ready to buy the products only of one brand. Such behaviour is advantageous for those who have already managed to gain many customers who constantly use their products, however, such position does not fit those who are new at the market.
High street fashion type is based on the level of sales. Customers buy the products which seem to be the most popular among other buyers. They consider it as an important factor in selecting the product. Being chosen by other customers, it should be quality and of the acceptable price (Vickers 2011). Therefore, having different roles, buyers create various types of selling products, advertisement, etc.
Ways in Which Buyers Will Purchase Products for Particular Categories
There are different ways in accordance to which buyers will purchase the products for particular categories. The revision of the market, customers privileges and the sum of money they are able to spend on garments are the main factors which influence the issue.
Even though the balance between the price and the quality is important, it should be remembered about brand consumers who are ready to buy the product of a particular brand no matter how much it costs, however, such people are really few and it is risky to pay all buyers attention on such purposes.
The consideration of the market may help make a correct decision. Additionally, financial and cultural situation ion the country should be considered as well. Having appeared at the crisis people are going to spend less money on cloths, while the future holding of any sports event increases the garment purchases. It is really important to consider the situation from different angles to make a correct decision.
The Buying Cycles
Dwelling upon the buying cycles, the high street buyers and high-end buyers are to de differentiated. The buying cycle for brand buyers or for high-end type of buying consists of the following. First of all, the budget planning occurs with distinguishing how much can the buyer spend per season. Then, it is important to complete a comparative shopping which means to go to similar or competitor shops with the purpose to see what they are doing.
Then, high-end buyers are to be busy with directional shopping visiting aspirational shops. Planning budget schedules and going on buying trips / appointments is one of the most important stages in the budget cycles as this stage presupposes planning of what can be spent and where.
Buyers are to be ready to negotiate the price with the sellers and to set a retail which presupposes the discussion of the discounts. Processing orders, order confirmation and monitoring deliveries are the stages which come prior the final stages of buying cycles.
The high-end buyers should not forget to monitor sales figures by means of the daily or weekly reviews of sales on brands depending on necessity. The final sage of buying cycle phase is the revision of the seasons performance trying to understand the level of buying. Then, the first stage ids completed directed at another season (Understanding the role of the buyer and the merchandiser in retail 2012).
The buying cycle of high street buyers differs greatly. The first stages of a buying cycle in this case coincide, these are the revision of the current seasons sales and consideration how current product is acting in store, budget planning with understanding the amount of money which may be spend during the season. The comparative shopping aimed at going to similar and competitor stores to see what they are doing finishes the similarities in the buying cycles between high-end and high street roles.
Then, high street buyers are to complete directional shopping. Fabric sourcing covers selection of fabric from a particular manufacture of the selection of a specific manufacturer depending on the situation. Range planning is the next stage, it will be discussed in detail in the next section. Generally, range planning means selecting garments which may occur either from a particular manufacture or may be conducted of a number of manufacturers.
The pre selection stage completes the products selection from the original choices. The price negotiation is important here as well as for high-end buyers as the firm up pricing of goods is to be considered before the final range selection where the products that are presupposed to go into store actually is completed. Placing orders for ranges where the buyer is to submit all the orders to particular people is the next stage.
The buyers are also responsible for product development cycle where they are to consider whether the garments and the quality of fabric coincide with the declared ones. The delivery of the products to the retailers (or delivering the products into the store) is the final stage of high street cycle buyer before product is purchased buy customers (Understanding the role of the buyer and the merchandiser in retail 2012).
Range Plans
Range planning is basically a planning which involves the list of the garments which are predicted to be bought this very season and prices which may be spent on those purchases. Range planning differs from planning in general as general planning presupposes the consideration of the general sum of money which may be spent on products, while range planning is a more detailed issue which gives a ranged pricing depending on the model, fabrics and other specific items.
Creating a range plan, a buyer should be aware of the prices at the market, the possible discount and the places where the product may be got of the top quality and for the lower price. It is important to complete the following research before completing a range planning, historical sales figures, forecasting fashion trends, consumer behaviour, directional shopping, and comparative shopping.
The research of each of these items allows the buyers to make sure that their planning is effective and prices are appropriate (Weygandt, Kimmel & Kieso 2009).
Tasks that a Person Who Is in a Buying Role Will Be Involved in on a Regular Basis
The main responsibilities of the buyer are focused on a specific purpose of this person. Being aimed at buying the products which are going to be sold within the season, a buyer is to spend much time on research. The consideration of the modern trends and process is essential.
Then, a buyer is to spend much time on range planning. Having a specific sum of money, it is essential to buy all the necessary items and to meet the budget. Appropriate positioning of the garment is important as well as good advertising. It is essential to have the products for different customers to be able to meet their requirements.
Different People the Buyer Will Work with through the Buying Process
A buyer is to work with different people, starting with the shop colleagues and financial department, and finishing with the magazine sellers. Apart from visiting different collections and presentations, a buyer is to see what is offered for simple people, therefore, a buyer should constantly look through the fashion magazines.
The communication with the designers and the shop owners is also the part of buyers job. It is impossible to imagine a buyer who is unable to speak to the customers as this is the final goal of the issue, to sell the products to the customers (Cheverton & der Velde 2010).
Discuss Why Integration Is so Important in a Modern Buying Office
Integration is really important in the modern office as its main idea is to bring changes. The modern world is changing (Bartle 2001). The integration of the innovative technologies in the production is an important factor as it means that the company has chosen an innovative way of its development.
Moreover, we live in the multicultural society where integration is one of the ways for interconnection. Being able to integrate with other cultures, the company may increase its sales and the buyer may get to know something new as personal development is really important in this sphere.
Conclusion
Therefore, it may be concluded that the role of buyers in the fashion industry is really important. Being responsible for the market sales, buyers have to complete a great range of services in order to make sure that the final stage is achieved. Completing a research of the current situation at the market of fashion, a buyer is to create a list of the possible products which are to be bought. The types of consumers and their privileges are to be considered before the decision making. All these responsibilities should be covered by the buyers.
Reference List
Bartle, RG 2001, A Modern Theory of Integration, American Mathematical Soc., New York.
Cheverton, P & der Velde, JPV 2010, Understanding the Professional Buyer: What Every Sales Professional Should Know About How the Modern Buyer Thinks and Behaves, Kogan Page Publishers, New York.
Understanding the role of the buyer and the merchandiser in retail 2012, Lesson one 2012.
Because the United Arab Emirates operates as an open economy, the country could not but become a part of the global economic environment and get influenced by its problems. Willing desire to purchase counterfeit products is one of the modern challenges in the fashion industry. Being an attractive tourist destination, the UAE is interested in coping with the problem of counterfeits because it has a negative impact on both the economy, especially the luxury fashion industry, and the countrys image in the eyes of high-end customers, who want to buy authentic goods.
The central research problem of this research is identifying the basis for developing the strategies aimed at reducing the demand for counterfeit products by policymakers, brand owners, and anti-counterfeiting groups.
The research objectives
This research aims at determining the factors affecting the desire to purchase luxury fashion counterfeits and constant demand for these products as well as trying to draw the connection between those, who are willing to buy counterfeits, and those, who are less likely to spend money on counterfeit luxury fashion items.
The impact of the research
This research is the first study of a kind because no investigations of purchasing behavior peculiar for the UAE were conducted. The researchers hope that their survey would be beneficial for detecting the gaps in policies regulating the inflow and turnover of counterfeits and reducing the volume of demand in this area. These findings might be used by brand owners and policy makers. Brand owners might deploy the findings of this research to draw buyers attention to ethical and economic concerns regarding the issue. The primary ideas are that counterfeits can be equaled to stolen goods, their physical appearance does not match the superior quality of the authentic product, and buying them damages the national economy.
Another potential impact of the research is the opportunity to educate respondents on ethical and moral concerns surrounding the issue under investigation pointing to the fact that buying counterfeits does not improve image and self-esteem.
Research Methodology
Population & Unit of analysis
The unit of analysis is a business school in the UAE. Respondents are the students of this business school.
Sampling technique
Sampling technique is a survey sample. The researchers distributed questionnaires to all students attending the selected business school without posing additional requirements for being chosen as a respondent. They were distributed non-randomly. This method was chosen because the authors wanted to involve those, who wanted to participate in the survey voluntarily.
Data collection methods
The primary data collection methods are questionnaires. They were designed based on the previous studies in this area. The questionnaires included 30 questions. Four of them were used to collect demographic information such as age, gender, educational background, and income. The other 26 questions were developed to investigate the factors influencing purchasing behavior and the reasons for buying luxury fashion counterfeits willingly. No questions determining ethnic background included in order to avoid bias.
Because the central objective of the research is to identify factors affecting purchasing behavior, this research is a qualitative one, as the conclusions are made based on personal attitudes and experience. However, it also included testing several hypotheses, which is a traditional determinant of a quantitative research. It means that the chosen research method is the combination of qualitative and quantitative research.
Sampling frame
The sampling frame is represented by students of a business school in the UAE. It is the mix of nationalities reflected the diversity of ethnicities living in the UAE. However, it is paramount to note that the age of the respondents is below 40 years. So, age group should be kept in mind while extrapolating the findings to the rest of society members.
Sampling size
Sample size is 320 students of a business school in the UAE. They are both undergraduate and postgraduate students.
Data analysis technique
The results of the questionnaires were analyzed by using the SPSS statistics package. The type of the study is a descriptive study, i.e. it aims at finding the answers to the research questions such as who are the customers, what they purchase, when, where, and why they spend money on counterfeits, how they make decisions to buy counterfeit products. For this reason, the researchers grouped the responses according to purchase intentions.
The issues of Vogue and Harpers Bazaar of 1946 1948 and 1952 1954 are very interesting to study. They have very distinct style and noticeable design. First of all, many of the fashion shots of that time are black and white. The fashion artists and photographers of the 1946 -1948 and 1952 1954 that worked with colorful images had a tendency to employ contrasts in their works. The backgrounds of the beauty shots and fashion spreads of those times can be characterized by the use of plain backgrounds with minimum details.
The main colors of 1946 are grey and black, the main shade used during 1947 is beige or mustard, in 1948 they used a lot of grey again. As for 1952, it is has significant impacts of ivory, cream and light blue, in 1953 the brighter shades started to be fashionable, the magazines are filled with tints of red and pink, in 1954 darker blue and red were the prevalent colors. The outfits the models in the photographs are wearing have multiple accessories that stand out yet keep the color composition together making it very light and homogenous.
The most interesting and significant element employed by fashion artists, designers and photographers of 1946 1948 and 1952 1954 is that the photographs with generally light and homogenous compositions of pastel colors always have bright parts and areas that stand out the most. For example there can be a model posing in a gloomy morning, the landscape or room around the model contains beige and grey colors, but the outfit the model is wearing is bright red.
Another variation of application of contrasts is including bright colors into the mainly light or plain outfit of models, for example inserting bright accents on the lips, shoes, scarves of the models (Vogue Magazine Archive, par. 1).
Advertisements on these issues of Vogue and Harpers Bazaar contain a lot of yellow and red colors they also use the colorful accents making some parts of the images stand out more than others. The difference between fashion shots and advertisements in that the former ones prefer gloomy and more solemn colors, while the latter use brighter and more cheerful shades.
One of the main Zeitgeist influences for both 1946 1948 and 1952 1954 is the fact that this is a post Second World War era. 1946 1948 are the years right after the end of the war nightmare, people tired of clothes regulations and limitations turned to fashion. This became the main Zeitgeist influence.
Fashion industry benefited a lot after the end of war. Some of the most famous beauty and fashion icons of this period of time were Ingrid Bergman, Rita Hayworth, and Hedy Lamarr. Their influences made soft, yet distinct hair waves and strict but elegant and noticeable outfits with distinct silhouettes popular. 1952 1954 were the years of the rising consumerism. Stylish clothes stopped being a luxury, everyone tried to be in trend.
The icons of this period of time were Marilyn Monroe, Grace Kelly and Audrey Hepburn, whose styles are still copied by many women today (Style Icons From Every Decade (20s-60s), par. 17). Due to their influences richer and more interesting fabrics started to be popular, besides, these women became the first glamorous role-models bringing love for luxurious images and expressive clothes.