Chapter 9

Customer profile

I am designing 2 final garments for my Final Major Project which will shown at the end of year fashion show. Before designing, I have created a customer profile so the brand focuses on my customer's needs and hopefully fulfill their needs. I have designed my collection around my customer profile aged 24 years old and upwards. 

My customer profile is structured for my target audience and her name is Priscilla. She is 35 years old and graduated from London College fashion studying BA Hons Fashion Buying. She is now working for as a stylist for Burberry in London. She has bought her own flat and also loves going on a sunny beach holidays.She has alot of disposable income and loves to splurge on herself, she shops alot in the high designers shops around London.

I have chosen this target market as I would like to be designing for a high quality purposes. The quality and effort that has been put into garment should be valued at a high price because of all the hard work, preparations and planning that went towards it. This would be made to fit a client so it would be one of a kind which the value should increase. 

Evaluation

In the duration of studying Fashion Marketing, I personally enjoyed learning the basics of marketing. I was introduced into new job possibilities that I thought never existed in the industry. One of my favourite unit of marketing was looking at the marketing environmental effects. I enjoyed researching and learning new laws in fashion industry especially when it came to the legal matter. I have also learnt research needs to be dug a little deeper to avoid plagiarism and a big chaos about moral issues. Overall, I developed and gained more knowledge about the industry before studying this unit. This has laid a foundation brick which will help in future. 

Chapter 8

Fashion Marketing Environment

Ethics

In the Fashion industry, laws are set by the government to be followed by so the workers are paid fairly and treated well and rights of consumers. Lately, there is a big issue about the this legal matter, as one of the biggest company Sports Direct has been in news lately about these topics. Dispatches Channel 4 has investigated Sports Direct, the truth behind the discounted shops. I found the documentary which I attached below:

After this has been aired, even politician such as Edward Miliband raised awareness in the his labour party speech that he would banish the 0 hours contract as it is a 'Victorian style practices in a 21st century which is wrong". He would change these into permanent contracts for workers who work the same hours each week. This ensure the employees for a job security and the conditions would be much better if there is a contract.

On dispatches, another point that has been highlighted was misleading a consumer is morally wrong and it is against the law to misconception a consumer's thinking before purchasing a product. Sport Direct deliberately swaps there price tag that shows RRP price and the discounted price. There was an example on a hidden camera that a New product of Nike trainers has been launched on the same day a woman wanted to purchase them, however in her surprise it was already on sale. There is a written law that a new product should be on the shelf within 28 days before changing and discounting the price. In my opinion, Sport Direct are originally selling the products on a discounted prices however labelling them with the original RRP with a massive cross and replacing it with a huge discount. Consumers would think that they are getting a bargain. Also, the psychology of retail consumer behaviour, people are more likely to spend on products that are unnecessary because they are cheap.

Law

There are recent news about Versace ripping off a London designer called Kesh. Kesh designed a shirt for American Apparel back in 2013 which Cara Delevingne and Jourdan Dunn both worn after the release of 'Face le New'. She sold her t shirts for £50 on American Apparel.  In March 2015, Versace is seen with a similar styles, silhouettes and colour palette on the selfridges website asking price £440 for a t shirt. Kesh plans to legally pursue this issue as this is plagiarism.

In my opinion, I think she had every right to sue Versace, even though it is a well know fashion brand.  This is because an artist design should not be ignored and uncredited for, especially all that work and research and development for making that shirt for nothing. 

Chapter 7

High end street Vs Designer