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Marketing 2 07
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Networks
The mere idea of networking can produce anxiety in designers who are shy in social situations.
. When marketing themselves, their company, or their designs, the best plan of action is for
designers to focus on building small but powerful relationships. Networks built on this type of
connection are strong and act as magnets to others. The concept of six degrees of separation
hinges on the links being viable enough to produce actions. Even though online networking
services make the process easier, the same consideration should be made regarding quality
rather than quantity of connections.
Community and Partnerships
Isolation, self-imposed or otherwise, is a very real trend in society today. Community building
offers individuals access to groups of like-minded people. Fashion designers can tap into nat-
urally occurring communities around their products or service and foster their growth. Credible
partnerships with businesses, organizations, and institutions that are dedicated to a specific
group can extend the reach of a brand. When this interaction begins online, creating opportu-
nities to interact face to face increases its value. Marketing to members of these groups will
garner the best results when implemented with respect and authenticity.
Causes
Affiliations with philanthropic organizations are a great way to balance building visibility,
strengthening a reputation, and giving something back to the community. A designer can
sponsor or underwrite cultural projects or provide educational opportunities and scholarships,
whether or not directly related to the field of fashion.
Product Placement
Product placement is generally considered a success when it is seamless and the consumer
doesn’t realize that something has been placed. Sometimes very obvious, but witty place-
ments can connect with an audience as well. A form of product placement that fashion design-
ers often try is to send public figures, or their stylists, clothing in the hope that they will wear
them where they will be photographed.
Promotional Merchandise
Slapping a logo on a T-shirt is not enough in a marketplace where anyone can do it them-
selves. Just about anything with a printable surface is fair game in the name of brand mar-
keting. Printing a company logo on someone’s forehead or pregnant belly shows just how far
“branding” will dare to go. Shock-value aside, well-designed branded items have the potential
to become desirable in themselves and even collectable.
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Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:225 Page:207
Book
e:206
204-209_30034.indd 207 2/27/13 5:14 PM