On May 24th, there were 2 presentations. Both
presentations’ topics were Fashion and Accessoir. The first group announced the
luxury brands, SPA brands, and collaboration.
The first presenter first aired the fashion and handed
over the second speaker to the second.
The second presenter introduced the world's luxury brands
and suggested several reasons why they are concentrated in Europe. Historical
Lock-in of consumer perceptions, precision and craftsmanship, Halo Effect and
certain Geographies created Europe's luxury brand concentration. And he also
introduced a variety of psychological effects offered by luxury brands. The
story was about the satisfaction of buying luxury brands and the negative side
effects, such as the Veblen effect.
The third presenter talked about SPA. Introducing SPA's
brand names, she explained ‘ reasonable prices ’, which
is the strength of SPA. Taking responsibility
for designing, producing, distributing and selling clothing, Launching a new
product quickly (it makes them to be said ‘fast fashion’) and making
seasonal products made the ‘reasonable price’. On the other hand, she also talked about bad sides. Problems
regarding quality and products that are easily dumped because of low prices
were about them.
The last presenter of the group talked
about collaboration. She introduced some collaborations between luxury brand
and SPA brand. And she also introduced benefit of collaboration. Collaboration
can sell the products which have the quality of luxury brand with a price of
SPA brand. Lastly, they can maximize the merits of each other and create new
markets and cultures through the encounter between brands that are not likely
to match.
Second teams presented 3 brands, Adidas, Zara, Channel.
All of those are familiar with us. First one has become a traditional symbol of
sportswear, second one is leading company among SPA brands. And the last one,
the Channel had spread its name with its gorgeous items during the last
century.
First two students introduced 'Adidas', they explain about
history, products, and how they try to sell more items at the market. In
history session, they mentioned Jesse Owens and 1954 Switzerland world cup and
during they focus on Marketing and advertising part, they show us hip-hop
group, RUN DMC and two sports stars, Paul Pogba and James Harden. It was
meaningful, cuz it helped us get impressed.
Zara team's most impressive scene was that Zara is mirror
of fast fashion. Today, not only we can see the Zara street shop anywhere, also
we can check the current trend in there, and we could figure out what is faded
fashion with its 'on sale' card. Their new strategy to target the market is
'Fashion on demand'. Almost 75~85% of Zara clothes are released according to
opinion of consumers, while rest of 15~25% are produced in advance.
With impressive black & white PP templates, brand's
signature colors, Channel team focused on Channel's brand value, luxury itself.
Channel's marketing strategy is gentrifying. There were no sale, star
marketing, sticking to high price. They also show us a SWOT analysis about the
Channel. With this, we could understand what Channel sells and targets and what
could be threats to them.
S - brand name , high value
W - high price, limited customer group
O - star marketing, high quality of customer propensity
T - imitation product, facing strong competitions
