Management of Fashion Products: Labels, Sales, and Distribution

This report discusses the management of fashion products, including brand name and catchy phrase, product assortment strategy, collection planning strategy, bestselling pieces, and distribution strategy. It also covers key players, social media, and distribution channels. The report is based on the concept of bringing out a new summer collection for both male and female audiences.

The management of
fashion products;
fashion labels and
sales in fashion

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Brand name and catchy phrase....................................................................................................1
Product assortment strategy.........................................................................................................1
Collection planning strategy........................................................................................................2
Products with bestselling pieces..................................................................................................2
Distribution strategy....................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Product management gathers all the work together in the form of design studio,
production departments and so on. It assures that fashion collection attains required style,
delivery dates and the point of sale. Fashion products can be distributed both through wholesaler
as well as retailer. The below report is based on the concept of bringing out a new summer
collection. The report includes setting up a new brand name, product assortment strategy,
collection planning strategy, bestselling pieces, kind of online distribution aspects, key players,
social media and certain distribution channels followed by conclusion.
MAIN BODY
Brand name and catchy phrase
As a fashion blogger, a new project has been implemented to bring out new clothes for
summer season for both male as well as females. The brand name which has been chosen is “
Shine On”. The tag line associated with this is “ Be exclusive! Be divine! Be yourself!”
Product assortment strategy
It is described as the concept in retailing that is involved with the number and kinds of
goods that is displayed for purchase by audiences. It is indulged with different steps and with
respect to the brand name it is further being explained below: -
 Clear on the store's image as well as purpose: - It means to recognize what the brand is all
about and what it actually means to all target audiences. So, as the brand is all about
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fashion clothes so the main purpose of brand is to target young generation people; both
male and females.
 Shopping habits and patterns: - It refers to the stage of paying attention to all audiences
shopping habits and according to that providing the clothes. In relation with new summer
collection clothes, company was providing cotton tops and one piece was provided and
for males, t-shirts and trousers.
 Remember that seasonality is crucial: - As new project is about providing summer clothes
collection, the main focus was on implementing cotton clothes as it would be best for
spring and summer season.
Collection planning strategy
There are several steps involved with this concept and it is defined below: -
 Concept of collection: - There are diverse areas of collection like in the form of season,
gender type, target age group and many more. In context with chosen brand, the main
target was teenagers and young age group who love to wear fashionable products. In
context with season, both summer as well as spring collection was involved.
 Mood themes: - The main focus of brand was on colours and the material. It is important
that effective fabric is being used so that it becomes comfortable for the people to wear in
summer season.
 Product selection: - All new products were being kept at the front corner and in the block
of new collections. The brand developed those fashionable clothes only which were in
high demand by both females and males.
Products with bestselling pieces
The bet selling pieces were cotton tops and trousers of boys because it was completely
hygienic to wear in summer and spring season. It was also involved with bright clothes and very
smooth. In context with Shine on, bestselling pieces were cotton clothes only. As a fashion
brand, it is necessary to choose one of the best pieces in order to attract maximum number of
consumers. Girls always want fashionable tops and one piece so it was effective for them while
on the other hand boys always prefer to wear cotton trousers.
Distribution strategy
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Online distribution strategy: It is one of the essential strategy used by the business organisation
in order effectively reach to their target customers and also to make the product and service of
the business to reach to the target customers in the marketplace. There are mainly two type of
online distribution strategy as highlighted below:
Direct strategy: The first one is the direct strategy which involves the direct sale among the
manufactures and the consumers, it is the direct sale of the goods and services to the consumers
without any involvement of the third party in the business organisation (Arrigo, 2018).
Indirect strategy: The type of the online distribution strategy is the indirect strategy, under this
the company distribute their product and services to the consumers through involving various
intermediaries such as wholesaler, retailer and many more.
In case of the shine on the company will be using the indirect strategy in order effectively
carry out their distribution of the goods and services. Also the main focus of the company will be
on the online distribution channels in order to attract large number of customers.
Manufacturer – wholesaler – retailer – consumers
Key players
 The key players are the main individual involves in the marketing process by the business
organisation in order to make consumers aware of the product and services, the key
player’s helps in making consumers aware of the brand and attract them towards buying
the product.
 In case of the Shine on the key players will be designers, contractors, fashion
merchandisers, manufactures, fashion bloggers, marketing managers.
 The main focus will be on the fashion bloggers and influencers
 In order to effectively carry out the fashion business, another key people includes
organisational resources, raw material, effective business plan and effective pricing
strategy also
Social media distribution strategy: it is one of the essential strategy used by the business
organisation in order to attract large number of customers using various social media platforms
such as Instagram, Facebook and twitter. In case of the Shine On company, in order to make
consumers aware of the brand the company will be focusing on the Instagram where for the male
and female products different influencers will be taken into consideration (Conlon, 2020).
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Fashion blog will be used in order to make consumers aware of the product s of the company
also. The key people who will be used in this case will be the bloggers and and fashion
influencers and the platform which will be used in order to make consumers aware of the
company's product (Garcia, 2021).
Any distribution channels
any other distribution channels that can be used by the company can be Van Foot customisation
program
CONCLUSION
From the above discussion it has been analysed that the management of fashion helps in
effectively managing and evaluating the activities related to the fashion industry, it helps in
effectively carrying the activities related to that industry also leading to enhancing the overall
performance of the company. This report helps in analysing the strategy needs to be followed in
order to effectively carry out the activity and also the various process needs to be taken into
consideration in order to successful launch the product in the marketplace.
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REFERENCES
Books and Journals
Arrigo, E., 2018. The flagship stores as sustainability communication channels for luxury fashion
retailers. Journal of Retailing and Consumer Services, 44, pp.170-177.
Conlon, J., 2020. From PLM 1.0 to PLM 2.0: the evolving role of product lifecycle management
(PLM) in the textile and apparel industries. Journal of Fashion Marketing and
Management: An International Journal.
Garcia, C.C., 2021. Fashion forecasting: an overview from material culture to industry. Journal
of Fashion Marketing and Management: An International Journal.
Haines, S. and Lee, S.H.M., 2021. One size fits all? Segmenting consumers to predict sustainable
fashion behavior. Journal of Fashion Marketing and Management: An International
Journal.
Hu, H. and Jasper, C.R., 2018. Understanding the shopping experience and its implications for
malls as marketing media: Attracting and retaining customers through fashion, service,
and improved food options. Journal of Advertising Research, 58(2), pp.151-164
Kim, J.H., 2019. Imperative challenge for luxury brands: Generation Y consumers’ perceptions
of luxury fashion brands’e-commerce sites. International Journal of Retail &
Distribution Management.
Olimjonovich, M.T., 2020. Role of fashion industry in the development of market activity of
textile companies in Uzbekistan. South Asian Journal of Marketing & Management
Research, 10(5), pp.99-104.
Park, E.J., 2020. Impacts of scarcity message on impulse buying of fashion products in mobile
shopping malls. Journal of the Korea Fashion and Costume Design Association, 22(4),
pp.25-38.
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