Hire writer
Paper Types
Disciplines

Introduction to Fashion Merchandising, Essay Example

Pages: 1

Words: 304

Essay

“A Different Kind of Tour for Victoria Beckham,” by Rachel Brown (with contributions by Holly Haber) appeared in WWD on November 29, 2012. The article explores Victoria Beckham’s career in fashion design and pinpoints a few key marketing strategies that have contributed to its success. I chose this article because it shows the importance of personal marketing and promotion in fashion today.

Ads and fashion campaigns showcasing the clothing is not enough when it comes to small, high-end designer brands- they need a personal touch. This personal touch comes in the form of leg work by the designer to travel to stores and shows all over the world so she can build relationships with her retailers and clients. Victoria Beckham, this article reports, is a pro at the intimate, social gatherings suggesting that upwards of 60% of Beckham’s increased sales were a result of these private, relationship-building events.

Beckham’s clientele is extremely exclusive so her events are less for publicity than truly connecting with retailers and customers. The article also talks about the importance of a designer looking the part to attract customers. Victoria Beckham, Brown writes, has “transitioned successfully from Posh Spice to luxury-sector designer at least in part because customers trust her style instincts.” Beckham makes conscious and careful wardrobe decisions to reassure her customers that what she produces is also what she wears. This has allowed her to leave her past celebrity as a Spice Girl behind and now be recognized in many places solely as a successful designer.

In addition to small, private events and personal appearance of the designer, the third key to Beckham’s success the article states is purposefully tight distribution. By keeping the stock of clothing available to a minimum Beckham ensures the exclusivity of her brand to her customers as they fight to get a hold of new releases.

Time is precious

Time is precious

don’t waste it!

Get instant essay
writing help!
Get instant essay writing help!
Plagiarism-free guarantee

Plagiarism-free
guarantee

Privacy guarantee

Privacy
guarantee

Secure checkout

Secure
checkout

Money back guarantee

Money back
guarantee

Related Essay Samples & Examples

Groups and Teams in the Workplace, Essay Example

Introduction Group theory is only understood through concept of group dynamics. That is, with a meaning that a group involves living things and only functions [...]

Pages: 1

Words: 2038

Essay

Lowering the Drinking Age, Essay Example

The debate in the United States over the legal drinking age has a considerable amount of drive on both sides.  Take the Amethyst Initiative, which [...]

Pages: 1

Words: 543

Essay

Career Developmental Challenges, Essay Example

Overview of the Scenario Tayib is facing some challenges, which range from the need to keep his family’s educational and achievement tradition, the discriminatory activities [...]

Pages: 1

Words: 404

Essay

Slave Trade, Essay Example

The movie about slavery in United States by Amistad is said to have began in eighteen thirty nine June 1839, immediately after their incarceration in [...]

Pages: 1

Words: 1029

Essay

Race Is Not Biologically Based but It Is a Social Construct, Essay Example

Please explain what do we mean when we say that ‘race is not biologically based but it is a social construct.’ The concept of social [...]

Pages: 1

Words: 986

Essay

The Concept of Whiteness, Essay Example

Please explain the concept of whiteness and how did the early immigrant groups earn their status as ‘white’. The notion of how the concept of [...]

Pages: 1

Words: 876

Essay

Groups and Teams in the Workplace, Essay Example

Introduction Group theory is only understood through concept of group dynamics. That is, with a meaning that a group involves living things and only functions [...]

Pages: 1

Words: 2038

Essay

Lowering the Drinking Age, Essay Example

The debate in the United States over the legal drinking age has a considerable amount of drive on both sides.  Take the Amethyst Initiative, which [...]

Pages: 1

Words: 543

Essay

Career Developmental Challenges, Essay Example

Overview of the Scenario Tayib is facing some challenges, which range from the need to keep his family’s educational and achievement tradition, the discriminatory activities [...]

Pages: 1

Words: 404

Essay

Slave Trade, Essay Example

The movie about slavery in United States by Amistad is said to have began in eighteen thirty nine June 1839, immediately after their incarceration in [...]

Pages: 1

Words: 1029

Essay

Race Is Not Biologically Based but It Is a Social Construct, Essay Example

Please explain what do we mean when we say that ‘race is not biologically based but it is a social construct.’ The concept of social [...]

Pages: 1

Words: 986

Essay

The Concept of Whiteness, Essay Example

Please explain the concept of whiteness and how did the early immigrant groups earn their status as ‘white’. The notion of how the concept of [...]

Pages: 1

Words: 876

Essay