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The Retailing and consumption

oI Fashion BrandsMK4S12
Marketing is Branding?
Marketing is every little thing that a company does.
Every little thing a company does builds the
corporate brand in the minds oI the consumer.
Marketing is branding.
Branding is the Ioundation upon which to build every
experience your customer has with your company.
The brand is the promise established by the
corporation to the customer that when IulIilled,
Iorms a bond between the corporation and the
customer.
W Stages OI Development
1) 'Emerging
2) 'Cool
3) 'Aspirational
4) 'Accessible
5) 'Mainstream
6) 'Declining
) 'Gone
W Direct correlation to sales volume & stage oI
development
W The hotter the brand gets - The younger the
consumer that embraces it.
LiIe OI A Brand
BeneIits oI branding to the
retailer
W BeneIits Irom brand support marketing
W Attracts customers
W Can oIIer prestige to the store
BeneIits oI Branding to the
ManuIacturer
W elps to create loyalty
W DeIends against competition
W Creates diIIerential advantage
W Allows premium pricing
W ncreases power over retailer
W Licensing opportunities
W Brand extension opportunities
Key concepts
W Brand: name, term, symbol and /or special
design( packaging) that is intended to
identiIy the goods or service Irom one seller
tor group oI sellers products Irom those oI
the competitors
1-
A Brand is?
W 'A composite oI how consumers Ieel about
a product, the personality they attribute to it,
the trust they place in it, The relationship
between a product and its user,, the total
experience the consumer has. Ogilvy & Mather
W Brands are interactive the consumer
participates in the creation and devlopment
oI a brand.
A Brand is....
...a tangible or intangible concept that uniquely
identiIies an oIIering, providing symbolic
communication oI Iunctionality and
diIIerentiation and in doing so sustainability
inIluences the value oIIered Evans (200* b p6
Retailer own brands are .. Consumer products
produced by or on behalI oI distributors and
sold under the distributors own name or trade
mark sold through the distributors own outlet (
Burt, 2000)
A Brand is...
W A brand is the sum total oI a customer`s
experience oI it 360 degrees emotional,
sensory, physical contacts. Ongoing
relationships build brands. Brand Week
Brands Talk?
W Consumers use oI clothing as a code, a language
which allows a message to be created and
(selectively) understood (McCracken and Roth, 1989).
W !erceptions oI brand-users diIIer Ior nearly
identical brands within a product category (Swartz,
1983).
W 'clothing is primarily a means oI communicating,
not personal identity, but social identity. Noesjirwan
and CrawIord (1982)
Brand identity & Brand mage
W Brand identity is a unique set oI brand associations that the brand strategist
aspires to create or maintain it represents what the brand stands Ior and
implies a promise to customers Irom the organisation's members whereas
brand image is 'how a brand is perceived by consumers stands Ior the set oI
brand associations in consumer memories..
W Brand image is important because it contributes to the consumer's deciding
whether or not the brand is the one Ior him/her (Dolich, 1969)
W inIluences consumers' subsequent buying behaviour Johnson and !uto,
(198). A well-communicated brand image should help to establish a brand's
position, insulate the brand Irom competition, enhance the brand's market
perIormance, and thereIore plays an integral role in building long-term brand
equity (Aaker and Keller, 1990; Feldwick, 1996; !ark and Srinivasan, 1994).
Brand personality
W The brand personality enables a consumer to express
his/her own selI (em and versen, 2002; Aaker, 1999)
W Or speciIic dimensions oI the selI (Kleine 09,, 1993).
W t serves as a symbolic Iunction and helps consumers diIIer
Irom or integrate themselves with others (Keller, 1993).
W t also projects the brand's values and creates an image oI
the brand's typical user which might be the ideal image oI
the consumer. (de Chernatony and McDonald, 1998)
W This brand inIormation a selI-expressive device by
consumers who hold a similar position and want to present
a similar image or ideal selI (Malhotra, 1988).
Brand !erception
W The consumer uses perceived attributes in
the decision-making process (!uth 09,,
1999).
W A positive relationship between linkage oI
the brand and perceived product attributes
and brand choice/preIerence/!urchase.
Nedungadi, 1990
!erceived BeneIits, !roduct involvement
!erceived beneIit is what consumers think the product can do Ior them Keller,
1993
W !roduct involvement is commonly deIined as a consumer's enduring
perceptions oI the importance oI the product category based on the
consumer's inherent needs, values, and interests de WulI 09,, 2001; Mittal,
1995 when product involvement is high, buyer decision processes extended
involving inIormation search and evaluation oI criteria consumers neither
wish nor are able to exert eIIort to process inIormation in low involvement
Chung and Zhao, 2003
W Consumers look Ior more personal, experimental and symbolic gain in high
involvement situations than they do in low involvement situations, rather
than maximising product Iunctionality (Soloman 09,, 1985).
Brand relationships
W A relationship is deIined by the nature oI
the ongoing interactions you have with
someone else.
W Each individual interaction might be
positive or negative.
W %e -,,3.0 is wat matters.
Brand Relationships
W The key is to understand how relationships are
-:ilt or -:ried in various contexts:
W Web
W voice mail
W television
W physical space/store
W etc.
W On the Web, people Iind c:es in:
W structure/Ilow
W look and Ieel
W tone and voice
W Iunctionality
W content
W sound/motion
Brand Equity
W Brand equity is a set oI brand assets and
liabilities linked to a brand, its name and symbol,
that add to or subtract Irom the value provided by
a product or service to a Iirm and /or to that Iirm's
customers.
W When the brand's name or symbol changes some
or all oI its assets or liabilities will be aIIected and
even lost, although some might be shiIted to a
new name and symbol
Brand loyalty
W Brand attitude
W Feeling positively disposed towards he
brand
W Brand preIerence
W Buy the brand more than other brands in the
category
W Brand Allegiance
W Continue to buy the brand over log periods
oI time
Key concepts
W Brand awareness:
W The recognition and recall oI a brand and its
diIIerentiation Irom other brands in some category
W Brand mage
W The ideas and Ieelings associated with a brand
W The brand equity ( strength)
W The control on purchase exerted by a brand and ,
by virtue oI this the brand as an asset that can be
exploited to produce revenue (East 199)
Measuring loyalty
W s it possible to separate attitude, preIerence
and allegiance?
W A somewhat more complex deIinition was
provided by Jacoby and Chestnut (198)d
W The biased behavioural response expressed
over time by some decision- making uni
with respect to one or more alternative
brands which is a Iunction oI psychological
processes
Jacoby and Chestnut (198)d
W 1. Biased non random
W 2. behavioural response actual purchase
W 3. expressed overtime allegiance
W 4. by some decision making unit
household or person
W 5. with respect to one or more alternative
brands preIerence
W 8. which is a Iunction oI psychological
processes - attitude
W Cause / EIIect
- What`s driving the environment?
W The Retail Landscape ( Next 5 Yrs.)
- Survival OI The Coolest?
W LiIe Expectancy OI Labels Vs. Brands
- Will the consumer Iigure this out?
W 'The Vanishing Middle
- Goodbye Generic!
W 'Generational Evolution oI Apparel
- Youth Meets Boomer!
Retail brands are changing
W The Taste Level Changed Iorever
- the Gap, All Saints, Tommy ilIiger, Fat Face
W Once Upon A Time.
- igher price points equated to better product
- Lower price points meant poor quality / 'no taste
W Now ts: 'Good, Better, Best Vs. 'Cheap or Expensive
- The Consumer doesn`t want cheap -They want 'Good,
Better, Best at a discount
W Added Value sn`t A Bonus.
- t is a requirement! The brand is everything!
Cause / EIIect
W Apparel is declining in importance to the consumer
W LiIestyle is driving apparel decisions
W Apparel must adapt and provide relevance
W !rovide what they want.Not what they need
W 'Good taste is expected .Good deal is desired
What`s DiIIerent?
LiIestyle through brands
W http://www.howies.co.uk/
W http://www.joules.com/en-
GB/omepage.action?gclidCMWdrZ*zuq
cCFchO4Qod4hBVAQ
W http://uk.tommy.com/
W http://www.viviennewestwood.co.uk/
W http://www.gap.eu/
W 'Live Young, Work Young, Look Old
- The Aging Boomer will not go quietly.Dressing Younger is Cool
- http://www.marisota.co.uk/shop/home?promo6200&cm*mmcGoogle-*-Marisota-
*-Brand-*-NA
W The 40 yr old oI 1981 vs. 2011 ( 50 UK)
- Single Biggest change.
- Father / Son and Mother / Daughter all dress alike
- http://www.IatIace.com/mens/mens-most-
wanted/icat/mensmostwanted/&bklisticat,4,shop,menswear,mensmostwanted
W !rice is the ultimate vehicle oI change
- !rice / Value equation much more important vs. past (basics range)
W The '25-35 Year Old Consumer as A DiIIerent
!erspective
- Based on exposure to all outside inIluences oI Media
- Grew up with diIIerent 'Tools (nstant Access) ASOS
- http://www.asos.com/deIault.aspx?r2
The Changing Consumer
W EIIect oI 'Younger vs. Older
- Clash oI liIestyle apparel choices
W 'Everyone looks good in a 'Suit and Tie
- Middle age plus Men with no clue V Lad mag
era
W 'No one buys an outIit to go out on Saturday Night
- Your LiIestyle dictates what you wear
W 'ouseholds with children under 18 dramatically
alter
what parents wear
- nherent awareness oI what`s cool / what`s not
The 'Generational ShiIt
W Technology
- 'Warp Speed visibility to brand awareness - Good
& Bad
W Distribution
- Throw it out the window
- New School: Cool product at lower price points in
broader distributional channels
http://www.zara.com/webapp/wcs/stores/servlet/home/u
k/en/zara-S2011
W Apparel Spending Grew (4 N!D)
- Mens Stronger Than Womens
W New Consumer !roIile Emerging
- Non 'Brand / Channel speciIic
- Buy what they want / where they want
Changes n The Game Today
W The Dept. Store Format Stabilizes And !rospers
-
W Brand Direct Retail Over-Expansion
'Rush To Direct Retail
- Survival OI The Fittest Weeding Out
- 'One Dimensional Brand Retail !latIorm Fails
- http://www.johnlewis.com/
W 'Neighborhood Niche Specialty Stores Emerge
- 'Cool Stores: 'LiIestyle Center
- Destination Locations link with Buzz centres/city
- http://www.Ienchurch.com/
The Retail Landscape - Next Five
Years?
Advantages oI branding to the
consumer
W Easier product identiIication
W Communicates Ieatures and beneIits
W elps product evaluation
W Establishes product`s position in the market
W Reduces risk in purchasing
W Creates interest/character Ior product
What makes up a Brand dentity? What makes up a Brand dentity?
Brand identity includes brand names, logos, positioning, brand Brand identity includes brand names, logos, positioning, brand
associations, and brand personality. associations, and brand personality.
A good brand name gives a good Iirst impression and evokes A good brand name gives a good Iirst impression and evokes
positive associations with the brand. positive associations with the brand.
A positioning statement tells, in one sentence, what business A positioning statement tells, in one sentence, what business
the company is in, what beneIits it provides and why it is the company is in, what beneIits it provides and why it is
better than the competition. better than the competition.
Brand personality adds emotion, culture and myth to the brand Brand personality adds emotion, culture and myth to the brand
identity identity
What is Branding? What is Branding?
The creation, development and maintenance oI a mutually The creation, development and maintenance oI a mutually- -
valuable relationship with a strategically selected group oI valuable relationship with a strategically selected group oI
customers, through the medium oI customers, through the medium oI
a Iresh and compelling elaborated proposition that is a Iresh and compelling elaborated proposition that is
delivered consistently over time delivered consistently over time
W http://www.youtube.com/watch?vyy-
xh9OT5h&Ieaturerelated