Strategic Fashion Marketing Essay Example | Topics and Well Written Essays - 1250 words

Strategic Fashion Marketing - Essay Example The essay "Strategic Fashion Marketing" talks about the current perspectives on branding and marketing in the fashion industry on the examples of popular fashion companies: Zara, Lacroix, and Prada. With the increasing shift towards consumer perspectives and functionality, one considers a number of successful current brands. One of the most successful brands in recent years has been Zara. Zara has been featured in major retail outlets such as Target, as well as through a variety of distribution channels. Today Zara designs demonstrate a clear emphasis on functionality rather than artistic frills. While Zara is engaged in strong marketing efforts, this research argues that it is the design functionality that drives the success of these marketing campaigns. Perhaps the fashion house that runs the most counter to the position of the primacy of marketing is Lacroix. Design Christian Lacroix, in addition to emerging in the late 20th century, has steadfastly clung to design over marketing standards. Lacroix himself noted, â€Å"I believe I have not given into system whatever they might be. A Lacroix style has been born and even if it doesn’t appeal to everyone, so much the better†. One considers that Lacroix’s designs are applicable to his own artistic voice rather than broader consumer trends. Indeed, his haute couture clothing seemed at times to be directly at odds with the commodification of fashion. This assemblage seems to openly reject contemporary marketing standards instead more fully pursuing design artistry.