The Relationships Of Fashion Leadership: Marketing And Management Essay


Part 1:

• Outline the FCP process triangle in relation to jobs within Fashion Communication and Promotion, identifying the area of the industry you are interested in (e.g.

where would the role of a Buyer sit within the triangle or a Visual Merchandiser? What job do you hope to graduate into?)

• Reflect on your feedback from the previous 1.5 years; highlighting your strengths and areas to improve

• Produce two cartograms (each relating to a different idea) which should identify new and exciting trends within the industry. You should follow the format as per The Trend Forecaster’s Handbook using the same headings

• Outline if appropriate how these two areas might translate into project ideas for your third year e.g. is there a gap in the market, a problem that needs solving?

• Produce a consumer profile in relation to each of the two areas of research

• Outline how you intend to work on your ideas over the summer i.e. a plan of action for research

Part 2:

You are also required to produce a 3000 (roughly 1500 per idea) word visual report expanding on your presentation. This must be produced on InDesign.

This should also contain:

• Marketing models and theory where appropriate when outlining the context of your ideas

• A primary research methodology

• A list of illustrations

• A page of references plus a bibliography

• The slides from your presentation which should be in the Appendix of your report

• Consent forms in relation to your primary research.



FCP process triangle

Fashion and communication promotion is the most important aspect that may be, related to the FCP triangle. In the first stage of the interaction it has been found that innovations the top of the stage and then comes the business collaborating in the communication process. Service delivery is the last aspect that is analyzed in the triangle of the FCP. In the fashion and communication promotion, this triangle can be useful and this plays a key role in the innovation of the technology (Saltz, 2010). Even in case of the aspects like that of the promotional techniques innovation is the aspect that attraction of the customers. The industry that has been, used in the present case includes tattoos and selfie. These two methods could be, used to create the promotion. The role of the buyer in the present case may include knowledge and the service that is required.

Reflection of the feedback

Strengths of tattoos

In case of tattoos, the most important thing that is used is the culture and the fashion that it has followed. It may be, said in the present regard that there are certain culture that has been imbibed and inculcated in case of the culture that has been retained. The strength is that the copying of the celebrities and the modern culture was, made the promotion of the tattoos. The thoughts could be, administered in the best process (Walker et al. 2009).

Strength of selfie

The strength of selfie is that with the advanced techniques that are, used these days there may be a number of promotional techniques that could be used. Selfies can be, seen by a number of people round the world with just a click. It is the promotion of the clothes and the ideas that could be shown.


The cartogram that could be used is that tattoos mostly used by the people of the western countries. In such cases, it is important to note that the culture and the perception play a key role. The other people based on the thematic differentiation may be the natives of Africa who use the tattoos. In case of the selfie the thematic map is that all the countries in the world are mostly part of it. There is no such vital differentiation that can be drawn.

Projected ideas

These ideas could be, catered to use the method of promotion is order to get the tattoos and the selfie. These are the products or the processes that could be used in getting the basic desire of the customers.

Consumer profile

The profile of the consumer is not always someone who comes from an affluent background. This is the case in both the cases. The selfie and the tattoos that are used may be the ones that are related to customers who are interested. These days most of the phones have access of the selfies. There is no major issue with the customers.

Plan of research

The plan of the research is to try to take the variables and relate them with the research topic. Apart from this the major methods that has been, used is to carry the information and then study the aspects relating to the problem that the customers face. The communication and the fashion statement are pivotal.

Part 2

Marketing model and theories of tattoos

In the recent scenario round the world, it has been, found that there has been a number of relevance that has been, found in the aspect of tattooing. In the present case, it has been, found that the consumer culture and the behavior attached to the same changed drastically. The postmodern self of individuals in integrally related to the consumer behavior model. The buying behavior is relating to the postmodern ideas that deal with the ideas that may be, derived from the impulsive behavior of the customers (Bailey and Seock, 2010). The identity of any person is related to the behavior or the perception that they have towards a product. In case of the tattoos, the cultural aspect may be, derived in the buying process and the decisions that are, attached to the same. The behaviors are dependent on two types like that of the personal use and that of the one that is for personal use. The fashion communication and the promotion is such ole in a pivotal role. It has been, found that there are certain aspects in the customer behavior model, which includes the purpose of the product, the free choice that may be, related to the product, the behavior that influences behind the choice of the products and the need of the products in terms of the process of production (Buttle and East, 2010).

The major aspects that are, related to the process of the choice of the tattoos include the factors like that of the marketing stimuli that is the product, price, place and the promotion (Boyle, 2010). The other stimulus that may be included in the process includes the economic aspect, technological, political and the cultural. This leads to the characteristics of the buyers and the process of the decision-making. This finally leads to the responses like the choice of the product along with the choice of the store for buying and estimating along with the amount that is to be bore.

In the postmodern perspective, it may be, said that the most important attribute is that tattoos have become a style stamen. Bye and Sohn (2010) opine based on the locality and the international fashion statement it may be, said that there are number of aspects that have been faced by the consumers. The buying process has been an integral part of the present want and the fashion demand of the customers. The cultural factors that have been, used include the sub culture methods that are ingrained in the life of a person. However, to gain a social status there might be some methods of consumer that is to be at par with the society. This social perspective is then, related to the reference group and the family tradition. However, Bye (2010) argues roles and the status that is, exhibited by the customers play another key role in the process. In case of the tattoos, the reference group is the most effective method to promote. The other factors that are related to any of the customer behavior includes the age of the customer the occupation that they are in, the circumstances and the economic that they have. Self-concept is the most important aspect in the present case (Gonzailez, 2010). The psychological aspect that leads to a decision like using tattoos include the motivation, perception, learning beliefs and the attitudes that is projected by the consumers.

The promotional techniques that are, used in the preset case are the use of the media. This helps in deriving the necessary drive in the fashion technology. The promotional methods that are used includes the factors like

Media- there are different shows that help in making the perspective that tattoos are fashion choice by most of the celebrities. These shows or the media may help in generating the positive view with the inspiration of using tattoos in the real life (Guarino, 2010).

Peer groups – most of the young people who are part of using or making the tattoos is getting the inspiration from the fellow group. This makes them at par with the group and the ideas that are collectively, generated from the method. Peer groups could be a method that can help in the promotional techniques that is important to create the communication in the young group.

Celebrities- there are many celebrities from the television or sports world who make use of tattoos to show different expression. Granger (2010) refer this in another promotional method that is used y the customers without any proper channeling. In all the above methods, the effectiveness of the use of tattoos is, channeled without the proper promotional and intentional methods.

The ideas that are, related to the use of the tattoos are that is certain group this is taken to be a part of the culture. Apart from this culture, other methods like the television and the media that play an important role. Heine (2010) opine the major method that has been, used in the concept of culture in the imbibed culture that has been, retained by the customers. The basic determinant of the decision of a customer is the social heritage that has been, carried out. In some cases, there is mix of culture that comes from different decent that may play a pivotal role in the decision of a person. The most important aspect that is related to the sub culture o any person deals with the sub groups that makes use of the common experiences in the life and the situation that lead to the decision. The social classes in the present condition help in creating the values, interest and the behavior of the customers (Gwilt, 2006).

The major reasons that has been, accessed is that



Love or passion

These are the major consumer behavior that has been, attached to the making of tattoos to be a part of a person’s life. The promotional techniques are that of the ways that has been, mentioned above, but the major aspect that play a control over the decision is not always culture. It may be, said in this regard that the Maslow’s theory of motivation that makes of the different stages (Burgess and Clark, 2010).

Maslow’s theory of motivation

The lowermost stage that has been, mentioned in the theory entails the basic needs. The safety needs are the ones that come just above the basic needs. The social needs come above the safety needs. The esteem needs is above the social needs and the first stage is the self-actualization method (Hodges and Karpova, 2010). In case of the tattoos, it might be, said that the social need is the most important aspect. This is because of the fact that in order to receive the social needs that a person involves in the process of getting a tattoo done. The connection that is, established in the unintended promotion is the inspiration that a person may draw from being a part of the society. The social needs that is responsible for the drive is being part of the new society. The tattoo has moved from being not so important aspect of fashion to the one that has been of the pivotal aspect of the consumer behavior. The scope of the customer in the present plays a key role and there have been a number of changes that is, crucial in this regard. The third change in the behavior f the customer includes the loosely connected values due to which consumer may be part of a culture (Lunceford, 2010).

The best innovative ideas that could be, used are that tattoos have become one of the style statements that are being, used by most of the people these days. The thought that may be, evoked through tattoos is that there may be memories or there may be a sentimental sense that may be related to the idea of making a tattoo. The research that could be, applied in the present perspective is the drive that makes people makes tattoos and the reason for it (Johnson and Hokanson, 2014).

Promotion and communication required in tattoo

In order to reach the target customers the best method used as a method of marketing is the use of the social media sites. These days most of the people are, linked to Facebook and twitter. These are the best methods used in order to get the best response and to promote tattoos. Other than, this in order to create the business strategies and to make people, get attracted towards tattoo the best thing that could be, used in creating a page on Facebook. This would help in reaching the target customers. A accompany making tattoos can also make use of this method to create the positioning of the company or store in the market. As a method of creating customer loyalty, it is important to create a customer base that could be, made through the market channeling and promotional methods using the social networking sites.

Marketing model and theories of Selfie

The promotion of the method of selfie has been one of the aspects to draw the attention on the social media. There are different types of selfies that may be, clicked as per the requirement. This is to ensure the fact that the customers receive the due amount of respect and the amount of importance in the soil networking. The fashion statement that has been, used in order to get the due recognition is through the aspect of the clicking of the pictures (Jimei et al. 2010). There may be group selfie and there may be single selfie that may propose different types of moods that like funny or an enjoyable moment.

There are different ways in which selfie can help in the marketing process:

Information system of the market- The information that is necessary in creating the awareness is, found in the feedback that a selfie might possess. The uses of the products can be, provided or offered to the customers with the help of the feedback (Talmadge and Taylor, 2010).

Branding- The position of the brand and the major aspects that the brand is offering to show to the customers is shown. The position of the brand in terms of the competition in the market is, shown with the help of the pyramids of the branding.

Product- The potential of a product may be, used to transfer the ideas of the product through a clear selfie. The use of the products could be, clearly shown trough the method of pictures that may uploaded in the selfie.

Price- Sheridan (2010) put forward the price helps in dealing with the value of the product and the changes require the help that is necessary to achieve the objectives of pricing.

Distribution- The distribution process is, essentially based on the platforms that are, used as a method in the social media to channel the product. The most important method that could be, used these days is the mobile phone and the platform of social media (McClaud, 2010).

Promotion- The products could be, used in a number of ways. The buyers usually make use of the selfie to now about the promotion of trust and the version of the customers. These days selfie in used in every aspect of the market starting from the stores to the super market. The image that comes helps in identifying the products and automatically helps in the promotion process.

Celebrity in selfie

Celebrities make use of the selfies these days in order to show their talent or could even due to skin show. Neil and Sager (2010) refer the range of celebrities may include the ones who are from different areas like that of the musical areas sport, television or motion films. In such case, an important method could be, used in order to make use of the promotional techniques. The controlled version of the celebrities is that of the ones that is, delved in the present case of the selfie. The promotional methods may also includes the selfies that can be, used in the clothes or the bags that they use. In case of the fashion world, this may be a promotional technique that is used in order to know more about the perception of the customers (Meng, 2012). This is to draw the attention of the, celebrities along with the products that they might endorse. It is important to note in the present case that there are different mediums like television and social media sites like Facebook and twitter that could be, used in order to know about the perception of the customers.

The most important aspects that could be, used in the context of selfie include:

Selfie and the copyright issues

Social media content in relation to the spectrums of alienability

Current remedies with the issues of selfie

Legal aspect

Social identity model of deindividuation effects (SIDE model)

This theory essentially deals with the attribute of anonymity that could be, used in order to deal with the social media aspect. In the present case, it has been found that the theories of the technology which deals with the deindividuation. This theory was, proposed in order to get the necessary information that could have helped an individual to make the mark in the public. The early ideas that were, proposed in the initial days of the theory explained the self-awareness and accountability. The SIDE model analysis the anonymity that may be used in the present case. The copyright and the retention of the images could be the method that may be, used to know about the concept of selfie. The SIDE theory however makes use of the concrete ideas that a person may have in posting or clicking a selfie. However, the concept deals that there may be methods that may be responsible to keep the silence of the social identities. A person might like to post despite the stereotype that might be exists in society. However, Park and Choi (2010) argues it is to be, noted that the methods has to be overcoming the stereotype. This is the major issue to concealing the aspects that may be regarded with the identity of the person who posts selfie.

The major issue that is, found relating to the ides of selfie includes the one there are certain techniques that may be confusing. In such case the ideas may vary like in case of families the ideas of the selfie is the belongingness. Whereas in case of the celebrities the ones that may show the skin show, the ideas may not be very modest. In such case the promotions is the publicity that could be, used by the celebrities is to gain the identity. It is a method of promotion that may be, used in case of fashion and the communication process. This may be regarding a fashion brand that is trying to place itself in the market and to gain the value in the market. This is also to ensure the fact that the issues relating to the, skin show is to channel the brand and to help in gaining the recognition that they deserve. It is necessary for any of the company that is relating to fashion and technology to use the methods of the popularity in order to gain the position of the brand. It is necessary that the celebrities or the people who are using the selfie make it evident to show and tailor the methods to use the communication methods that are, used in the modern technology to get the desired benefit (Patterson and Schroeder, 2010).

The methods that could be as the strong perspective to create the methods of improvement and proper use of the process of selfie that could be, used to gain the amount of interest in the fashion process. The major methods and the areas of research that could be, used entail the fact that there are methods like selfie and the celebrity indulgence that could be accessed (Schulz, 2010). This would help in understanding two variables like the selfie and fashion and the same related to the celebrities.

Promotion and communication required in selfie

Selfie can be, used as promotional technique through the method of social media marketing. The best method of using the promotion and communication method is through social media marketing. The communication is, established through the sharing of the pictures on the social media sites. These are the best methods that could be, used in order to reach the customers and to help in communicating people round the world through selfie. Celebrities to promote their videos or the endorsements are part of Selfie. Apart from this, the target customers of these people could be, reached through the method of social media. The position of the product or the companies that the people endorse can be, promoted through selfies and the social media sites. Communication through the social media networking is easy and feasible with just few clicks.


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