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“NY fashion week becomes an ever growing spectacle, a circus of sorts, promoted by IMG in much the same ways as the Oscars, US Open, Emmy Awards and the Superbowl. What was once a trade event for the buyers, retailers and fashion press has more and more been taken over by paying sponsors and national celebrity press as a mass entertainment/marketing vehicle. NY fashion week is now part of the annual circuit of entertainment events that are heralded, promoted, cosponsored, hawked and branded. Fashion week is bigger than any one fashion designer's show. Is it any wonder that many of the biggest designers choose no to show at the tents?
There was a lot of talk among editors and retailers this past fashion week about who all is actually attending these shows. Several thousand people during fashion week get a seat or stand at one or more of the shows. Who are they and what do they all do?
OK, I think we all know who are in the front rows - any F.I.T. student can come up with that list. And, for the next two or three rows up at the main "Tent", those seats are surely filled with other "A" and "B" list assitant editors, minor celebrities, freelance writers, sponsors' clients, stylists, minor retailers, retired ex-VIPs, important and unimportant out-of-town press, psychiatrists, favored friends and relatives, boy friends of the models, hairdressers, fashion bloggers -- but what about the rest?
By the time you get to those beyond the sixth row, who are they? Are we all in the industry connected somehow by only six rows of separation? From one show to the next a never ending stream of people walk in through the main entrance. As a casual observer watching this parade, we are hard pressed to find many clues as to who these fashion groupies are? How many of them have anything to do with the fashion industry at all? Our guess is many of them are brought in by the PR firm or publicist who is handling the front of house for each designer. Each publicist has his or her own group of people -- call them "fashion extras" who can be relied on to fill the house with friendly, attractive and eager faces.”

Source: Editorial – Six Rows of Separation, 29.09.06, Daily Fashion Report, lookonline.com

Task 1.
Comment on segmentation within the fashion industry. How do the main brands target their audiences? Give examples. What marketing communications activities does the industry use and why? Support your observations with appropriate marketing theory and industry data. (35%)

Task 2
The fashion market is highly competitive. Discuss how marketing can enable companies to differentiate and build brand loyalty. Your recommendations should be supported by relevant marketing literature/theories and industry data. (35%)

Task 3
Some top fashion brands have experienced “image” problems. To what extent do you think marketing can help them defend their brand image and reputation? Discuss using relevant industry examples.

You are advised to;
Research into the UK high street clothing and fashion industries
Support your arguments with relevant marketing and communications literature and industry data
The word limit for this assignment is 3000 words (10% + or -)
Address the most important issues in order of importance

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