Relevancy and Importance of Positioning and Repositioning for Marketers in the Fashion Industry

MINTEL Fashion
Accessories Report

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Relevancy and importance of positioning and repositioning for marketers............................1
2. How positioning of brand will change results of this process.................................................2
Source : Positioning map. 2018...................................................................................................3
3. Two methods which brands such as Burberry may use to achieve repositioning...................4
CONCLUSION................................................................................................................................4
REFERENCE...................................................................................................................................5

INTRODUCTION
Fashion is consider as popular aesthetic expression in fixed period of time which deals in
variety of products and services like clothing, footwear, lifestyle, make up, accessories, hairstyle
and body proportions which attracts people and encourage them to buy it (Blasi, Brigato and
Sedita, 2020). In general, this is important for people as well organisation because it reflects
every culture in the world. This is the way that crates different social group and be differentiated
according to status. This report is about MINTEL Fashion Accessories report UK. This is fashion
industry that provides different types of products and services to attracts customers and sale them
effectively. The main aim of this report is to understand about fashion and how people are
reacting towards new fashion. This report consider relevance and importance of positioning and
repositioning for marketers, positioning map that change as result of this process and uses of two
appropriate methods to achieve repositioning.
1. Relevancy and importance of positioning and repositioning for marketers
Marketers are those person who research the market and get people needs according to
new trend and culture which helps to produce that kind of products and services. In changing
environment needs and wants of people are changing day by day which is important to develop
that kind of products which helps to run a business successfully (Ayertey and Ozuem, 2018). The
main object of marketers is to understand needs, introduce products by using different sources
which attracts them and increase the organisational profitability. In context to MINTEL Fashion
Accessories report many challenges faced by organisation and get success. Many luxury brands
have posted strong results in 2016 that shows Q1 2017 boosted by increasing in tourism to UK
due to weak Sterling. At that time Burberry organisation in UK saw as double digit sales growth
for 6 month up to 2017. Marketers in that organisation considered as relevant and important
person who helped to maintain a good position of business industry by selling the number of
products (Blasi, Brigato and Sedita, 2020). The relevancy and positioning and repositioning for
marketers in context to Burberry is defined as:
Understanding customer needs – This is important for marketers to get a clear
understanding of customer needs in order to maintain the position and reposition in market. This
starts with identifying specific, niche market segment to target which helps to attracts customers
and sale the products. Such as marketers of Burberry organisation understand the needs of
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