The article also looks at the effects of this type of advertising on the consumer market, and takes a look at various fashion brands that are on the forefront of utilising innovative and extreme channels which are unique to its generation and which continue to push the boundaries of advertising through the relevant channels which they use. Introduction and Background In our modern consumer market it is evident that consumers are constantly exposed to a variety of new products, concepts and ideas, due to the ever increasing number of advertisements in today’s media, and thus it is important for companies to differentiate themselves through the way they advertise and through the methods in which they communicate with their consumers. Thus marketers have to constantly create innovative ways through which to contact and reach their consumers, if they wish to engage in a successful marketing campaign
Design projects routinely involve art direction, technology development, social-media management, publicity and any number of tangential activities.” (Poynor, 2013) Design simply provides the service it was created for. Design communicates and creates an understanding between the audience and work itself. Design acts as a tool for achieving specific results; it is the diverse range of production methods that produces different outcomes. The job of a designer isn’t to invent something new, but to communicate something that already exists for a purpose. That purpose is almost always to prompt and motivate the audience to do something: buy a product, use a service, visit a location, and learn certain information.
(Inditex annual report, 2007) The sores are seen as a meeting point that unites customers and fashion, therefore, they play a major role in the business model and are carefully designed after each concept. Inditex spends a lot of time on designing the interior of the store and its windows, as the store environment
Fashion as part of the commercial industry, explains the prevalent research themes that are pursued with reference to the aforesaid. Some of the example topics are as follows: an inquest to the rapid change in fashion trends; the analysis of the market of fashion; and even the celebrity trendsetters. The main goals of these studies are seemingly directed towards economic pursuits and materiality. Despite these, there could also be substantial inquiries about fashion that divert from the standard notion. These include the studies about the system of meaning and signification of fashion.
1999, Soteriou and Zenios 1999, Hill 2007, Saccania et al. 2007, Davidson, 2004). Young (2009, p.80) also defined operational management as the management function that is associated with the creation, control and operating transformational processes in the organization; taking input from different resources and creating outputs that enhance customer satisfaction. One of the primary objectives of firms is to produce goods and services that will enhance the sustainability of the firm (Arora, 2004). For this reason, operational management is vital in enhancing the viability of the firm as it enables the management to control the elements of production in the
Channel Differentiation. That concept refers to the differentiation of the distribution channels. According to Kotler & Keller (2007), the way the product is distributed is important to the customer. Moreover, it can be a serious competitive advantage, especially on the fashion market. For example, Friedman & Furley (1999) state, that there is a direct correlation between a number of distribution channels and the volume of sales.
Fashion is defined as an expression that is widely accepted by a group of people over time (Bhardwaj, Fairhurst, 2010). Fast fashion is the term used to indicate the set of strategies adopted by fashion retailers to respond current and emerging fashion trends quickly and effectively in current merchandise assortments (Fernie, 2004). In today's competitive environments, characterized by growing complexity, logics of innovation are imposed to organizations, capable to address companies quickly into new products, new performance but also new perspectives able of govern complexity through variety and variability of responses to environmental changes, starting with the close relation between time and competitive advantage of companies. The fashion
Building a powerful human capital strategy requires solid facts, measures, and processes for discerning where an individual firm will get the most leverage from its people. This new path to better business performance and distinct competitive advantages relies on the discipline to enact three core principles: Insist on systems thinking, get the right facts, and focus on value. i) Human Capital Management(HCM) usually refers to efforts to manage, develop, and retain the unique capabilities and expertise of individuals and of a workforce. It also consists in identifying the skills and abilities of the individuals and utilizing them in the best possible way to gain competitive advantage. ii) Human Capital Strategy(HCS) Every company needs a human capital strategy that supports its business strategy.
This focus is important in growing the company and staying competitive in the market. The company’s effort on managing human resources when using subsidiary companies and maintaining their core values and goals. As stated in ICMR case study “HRM is a strategic function concerned with recruitment, training and development, performance appraisal, communication and labor relations. HR policies guide the various functions of HRM. The need for a particular type of HRM is determined by the need for standardization or adaptation” (ICMR center for management research, 2011).
Zara claims that it produces new products every week. Zara is famous for its fast fashion, due to which popular and trendy products may disappear off the shelf within days, which constantly pulls customers to stores to check for new items. (Refer Fig. 5, Annexure I) One of the marketing strategies that Zara has adopted is of expanding at a rapid pace; it opens close to 150 new stores every year, thus expanding its footprint to around 1,500 stores in over 70 countries. As Zara is a world renowned brand, the company is now also shifting its focus on sustainable marketing.