Oct. 07, 2024
Apparel
One of the most difficult businesses to break into in New York these days is fashion. The competition between clothing lines is fierce. The dream of owning a women&#;s clothing manufacturer in New York allures many an artistic hand to take a shot at the game of numbers and marketing strategy. Like a knowledge of the history of fashion, a head for business can be developed. This article will address four helpful considerations to help you understand manufacturing, branding, and company practice as an independent clothier.
In the world of business, any approach to a major investment should start with a business plan. This includes the fashion industry and readymade garments manufacturers. To create a successful clothing line, you must dedicate large amounts of time, money, creativity, and hard work. As a union between the creative arts and an economic venture, it would be wise to create a business plan that details your methods of operation and serves as an executive summary for future reference. This allows you and third parties to define your company&#;s initial goals and future product plans. A business plan can serve as a reference for the individuals within the company. You can list your current and past products, as well as the strategies you&#;ve used to enter the market. This summary can help you keep track of which strategies optimized sales. As your company grows, you can add to and expand your business model.
In addition, you must take care of your money matters. These arrangements in a business enterprise can soon become chaotic if they&#;re not handled well at the start. Decisions for banking, taxes, and legal and property registration may do better with the help of a lawyer or specialist to save you hassle.
Once your product is on the ground, you must ascertain your business&#; strategy. Customers remember a product line for its quality. Small businesses may consider outsourcing their custom clothing manufacturers for New York as well as in-house production. This early stage in the start-up often requires most of the investment. You can pull from your own capital or often borrow via loans. Capital used at this point will include advertising and promotional activities.
Sales are most often gained through effective marketing. By building up a business through effective branding strategies, you can expand and create an online presence that will generate sales. If a business targets an audience, that audience is likely to gain the attention of the manufacturer&#;s specialized product. Most advertising can be done through the internet. A brick-and-mortar location is important for many shops; however, e-commerce can attract and generate sales opportunities. It&#;s be important to market an item that continues to sell at a steady rate, so invest in and market stock that you know has a constant supply-and-demand. If you&#;re unsure of the appeal of your product in your area, you could market it as a unique piece, which may be an interesting business challenge.
Last Updated: December 5,
The clothes we wear send a message about who we are, what we want, and how we choose to be perceived. According to &#;Effect of Garment Style on the Perception of Personal Traits,&#; a study published in the Clothing and Textiles Research Journal by Soae L. Paek, adults viewed &#;a person wearing conservative or casual clothing styles &#; as more self-controlled and reliable; people clothed in a dressier style conveyed a sense of social unease; and people dressed in a daring style were found to be attractive and individualistic.&#;
Apparel marketing takes advantage of the power that clothing has to transform women into someone else, and capitalizes on their desire to become a more put-together, attractive, carefree version of themselves. By putting on new clothing, women can assume a new identity.
This link between brand and identity is rooted in an understanding of consumer psychology and how customers process advertisements. Professionals in the women&#;s apparel marketing industry spend years designing a brand lifestyle that their clothes represent &#; and some have been more successful than others. Smart apparel marketers will take the time to learn the psychological underpinnings that encourage women to buy clothing.
&#;It is impossible to wear clothes without transmitting social signals. Every costume tells a story, often a very subtle one, about its wearer,&#; wrote Desmond Morris in Manwatching: A field guide to human behavior way back in . The sentiment remains true today. This is why marketing women&#;s apparel is about more than selling women soft fabrics, beautiful colors, and well-tailored designs. It is about selling women the opportunity to express and transform themselves, appear more acceptable to others, and create success through their clothing. As clothing designer Ralph Lauren once said, &#;I don&#;t design clothes. I design dreams.&#;
In his article &#;How to Increase Your Sales Using a Psychological Marketing Strategy,&#; Dr. Gary Austin Witt states that there are four types of psychological hot buttons that motivate customers to buy: needs, wants, desires, and fears. These are the things that women&#;s apparel companies use to appeal to women. Effective clothing marketers don&#;t sell apparel by mentioning their product&#;s features. Instead, they focus on the satisfaction that their clothing can provide.
In , a study conducted by Lauren McDermott (Walden University) and Terry Pettijohn (Coastal Carolina University) had college students look at photographs of an African American or Caucasian female model wearing grey sweatshirts with Kmart, Abercrombie & Fitch (AF), or no logo. As the researchers predicted, participants rated models wearing the AF sweatshirt highest in socioeconomic status while participants rated the models wearing the Kmart sweatshirt lowest in socioeconomic status.
Source: McDermott, L. A., & Pettijohn II, T. F. (). The influence of clothing fashion and race on the perceived socioeconomic status and person perception of college students. Psychology & Society, 4(2), 64-75.
Effective apparel marketing show scenes that the average woman recognizes &#; only better. In women&#;s apparel advertisements, life is easier, happier, and more fulfilling than it is in reality.
Source: Mullarkey, G. W. (). The influence of brands in the fashion purchasing process.
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Most retailers populate their fantasy lifestyles with models that the average woman would love to look like &#; tall and thin, with perfect skin and shiny hair. However, new research shows that this isn&#;t actually the most effective way to sell clothes.
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In , Ben Barry of Cambridge University surveyed 3,000 women across the U.S., U.K., and Canada, and found that women are much more likely to buy clothes when the models look like them. &#;The vast majority of women significantly increase purchase intentions when they see a model that reflects their age, size, and race. If you speak to consumers on the street about my research, nobody is surprised &#; consumers are light years ahead of the fashion industry in that they want to see diversity,&#; said Barry. Additionally, his research showed the following results:
This research shows that although women do want to buy into the dream that apparel marketing creates, they also want it to be an attainable dream. They want to be able to picture themselves actually living in their new clothes, not just posing. Smart apparel marketers can use this psychological research to carefully choose a selection of diverse, happy, natural-looking models that women will respond to.
**Source: University of Cambridge Judge Business School: News and Media. (). Does my bottom line look big in this?
As psychologists continue to understand more and more about how humans process information and make decisions based upon this information, their work will continue to affect the art of women&#;s apparel marketing. For more information on how psychology and marketing intersect, explore consumer psychology in other industries.
Research from the University of Minnesota&#;s Carlson School of Management finds that women at peak fertility (during the handful of days each month when they are ovulating) are unconsciously drawn to purchase sexy, revealing clothing.
Interestingly enough, this phenomenon occurs not to impress men, but to outdo rival attractive women. &#;If you look more desirable than the competition, you are more likely to stand out,&#; says Kristina Durante.
This research provides a look into how consumer behavior is influenced by hormonal factors. The researchers believe that since ovulatory effects greatly influence women&#;s buying behavior, the findings may have practical implications for marketers. For example, marketers could hire attractive women to peruse their racks and encourage feelings of competition in fertile women, since it appears that women are spurred to buy sexy clothing when they become aware of other attractive women locally (their competition).
Source: Kristina M. Durante, Vladas Griskevicius, Sarah E. Hill, Carin Perilloux, and Norman P. Li. (). Ovulation, female competition, and product choice: Hormonal influences on consumer behavior. Journal of Consumer Research, 37(6), 921-934.
Women&#;s apparel marketing is based in a psychological understanding of how to make women look and feel their best. To gain a bigger picture of what these consumers want, advertisers turn to some of the following professionals:
Art Director
Art directors create and communicate design concepts and marketing approaches. They oversee employees engaged in art work, layout design, and copywriting for visual communications media, such as magazines advertisements. They use their knowledge of the psychology of imagery, color, and music to create marketing materials that really speak to customers. Learn more information about art directors.
Consumer Insight Manager
A consumer insight manager is responsible for conducting quantitative research (such as surveys), and qualitative research (like focus groups), that dive into the psychology of marketing and what affects potential buyers. The candidate will work with brand teams to develop marketing strategies and insights that will identify and shape market entry and branding. Learn more about consumer insight managers here.
For years, research has shown that women are more likely to buy pieces that have smaller sizes printed on the tags &#; even if they&#;re the exact same amount of material as a piece with a larger size on the tag.
Over the decades, the criteria used to determine clothing sizes has experienced gradual and significant growth. According to a study published in the journal Clothing and Textiles by Jane Workman and Elizabeth Lentz, a size 8 was the equivalent of a size 10. Since , sizing trends have continued on the same trajectory. Some clothing designers even pushed all their clothing down a size and added 00 to their lines for petite women.
What does this trend mean for the recent body-acceptance mantra that Marilyn Monroe was a size 14? According to her dressmaker and modern sizing, this is untrue. In fact, the curvy starlet&#;s measurements land her squarely as a size 8 in today&#;s off-the-rack sizing.
Sources: Workman, J. E., & Lentz, E. S. (). Measurement specifications for manufacturers&#; prototype bodies. Clothing and Textiles Research Journal , 18(4), 251-259.
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