The fashion industry is a prolific, burgeoning and multi-billion dollar industry. Every individual in society is a conscious or unconscious victim to fashion. Knowingly or unknowingly, everyone markets fashion through their own personal statement. Fashion marketing is an integral part of the fashion industry and an important tool to effectively communicate the largeness of the industry to its target audiences. The task of creating a seamless process of getting runway apparel to various fashion retailers, distributor and stores; that in turn will ensure that it reaches the end consumer. Creating consumer awareness towards the brands in the minds of shoppers, making lucrative schemes to lure the fashion aficionados into the stores is in totality what fashion marketing is encompassed of.
Fashion plays an all encompassing and integral part in adding to and enhancing the vanity quotient in an individual. On the whole fashion lends its charm and adds splendor, magnificence and color in society. Thanks to the propagation of fashion, various and diverse cultural groups are able to express themselves without the fear of being ridiculed. Fashion trends and styles are changing and evolving every day just as is society and culture. All the fashionistas and fashion conscious individuals who can afford to keep up with the changes have a great time. Fashion is cyclical in its nature and like a full circle trends and styles are repeated year after year albeit with its fair share of changes and tweaks.
The role of fashion is to enhance, embellish and adorn an individual. Apart from performing its necessary role of providing clothing to the physical form of an individual, it also helps to bring to the forefront their unique individuality. Fashion has no language or barrier but in fact it helps to integrate people of various cultures, ethnicities and races by bringing to the forefront their ideals, values and views. Apart from which it underlines the state of mind as well as the overall consciousness of individuals and groups.
Media has played an ever emerging and evolving role in the promotion and propagation of fashion. The latest trends, styles and designs, whether it is to do with apparel, footwear, beauty, technology, jewelry and art are all given equal exposure in print and electronic media for the discerning audiences. Media and journalism are tools which grab the attention of the end consumer and lure them towards buying the products. Apart from which, through print and electronic media, consumer and interested audiences get the latest information on their fingertips through advertising, public relation activities and exercises as well as journalism.
Fashion marketers are always willing to impart more and relevant information to the consumers and find newer ways to execute their knowledge. Fashion marketing performs a dual task by not only being an informer to the consumers on the latest information but by always utilizing that knowledge to create a noise and buzz in order to promote and eventually sell the product. Advertisements, advertorials, plugs and gimmicks are devised by fashion marketers to ensure visibility and sales of the product.