Emerging markets

BRIC -
Brazil
Russia
India
China


MINT -
Mexico
Indonesia
Nigeria
Turkey


TIMP -
Turkey
Indonesia
Mexico
Philippines

These are the up and coming countries in the economy, therefore we need to aim promotion towards them. In the next 10 years it is highly possible these countries will have the most money, therefore they have more money to spend and its easier to make them part with their money. If we promote to these people they will have the money to spend and then anyone who we don't aim our promotion to as much will still get the back lash as they will want to be like the rich countries so they will automatically copy.

MARKET LEVELS

Haute Couture -

To have the 'haute couture' name there are some rules, the business itself must belong to the syndical chamber for haute couture in paris. This is regulated by the french department of industry and the business itself must be a french company. The companies must present two collections per year including 35 separate outfits for day and evening wear. They also have to employ at least 15 members!

Back in the 'golden age' after world war II, around 15,000 women wore couture, now around 2,000 women in the entire world buy couture. Although it is a very small market the companies make their money by selling perfumes, makeup, etc for an affordable price. Their selling the haute couture dream to somebody who dreams of it!

Some couture names -

Diffusion -

This is when a brand collaborates, for example marc for marc jacobs and the brand which are in debenhams. They are not expensive as the normal brand however people buy it cause it makes them feel they can afford expensive brands as it has the name on.

High street -

These are your brands such as river island, topshop, miss selfridge etc...

Economy -

Economy brands are things such as primark, H&M etc.

Fashion clustering

London is a very big place, it is also fashion central! I went out to get to know the city...

THE FUTURE

Hijack app -

The hijack app was brought out by meat pack which is a very trendy store in Guatemala. Its a store for sneaker heads and has a very cool up to date target market. They needed to find a way of promoting to keep these people interested so they introduced the hijack app. With this app you had to have your locator on so they knew where you where then they would randomly give you a discount from 100% and the percentage you got off would go down by 1% every second it took you to get to the store. It was like a game with a reward and it made you buy shoes every time it happened, why would you waste discount! This is an amazing way of promoting.

Politics in fashion

Men in fashion

'You don't meet many straight men in fashion other than the accountant' - Julie King

It is seen that if you are in fashion or even interested in fashion that you must be gay. 'The maccaroni man' which comes from italy and means fashionable man, in 1772 there was a homosexual scandal about it. Now homosexuals can also be referred to as 'the maccaronis'. This is incredibly untrue and is now less spoken about in some areas especially on some social media depending on the person and their overall look. However it is still a big thing and the views of many who aren't that interest in fashion are still strong. Having style has nothing to do with your sexuality nor does grooming and looking after yourself. Many young men in the less mainstream world use their style as a platform and are looked up to because of it, whereas a couple years back they 100% would have had many people questioning their sexuality.

Men such as Kanye West, ASAP rocky and David Beckham are looked up to by many boys and men. This knocks off the whole 'fashion is for gay men' situation because these men have a lot power and beautiful women, so a large amount of men want to be like that and a lot of women want to have a man like them! 

Kanye West - the perfect family man.

This guy is married to Kim Kardashian, sister of up and coming fashion model Kendall Jenner. He has styled Kim, build a new wardrobe for her and their child North West (Nori) is hands down the coolest child since Will Smith and David Beckhams spouses.

David Beckham ex footballer - Married to ex spice girls member Victoria Beckham.

She is now a fashion designer and their chid Romeo (aged 12) has recently modeled for Burberry while their oldest (aged 15) has 'apparently' been signed for professional football.

David Beckham

Romeo Beckham for Burberry 

Romeo Beckham for Burberry

Brooklyn Beckham football success

Victoria Beckham - wife

Victoria Beckham - wife

David and his wife Victoria 

The Beckham family

Victoria and daughter Harper

Harper Beckham at fashion week (daughter)

Asap rocky rapper and fashion icon

He pretty much defines 'cool' to many boys from a young age to the age of 30, its difficult not to like him. His on and off girlfriend Chanel Iman is a model and also widely known, he started off as a rapper and he now stars in a lot of fashion promotion campaigns as well as being a style icon.

Asap rocky for i-D magazine

asap rocky 

asap rocky and cara for DKNY

Asap rocky and model girlfriend

Asap rocky in Hood by air

Asap rocky

Asap and girlfriend in vogue america

asap and girlfriend in vogue america

Fashion sells you more than just clothes it sells you a lifestyle. Your style depends on your lifestyle, so when promoting they need to promote a lifestyle to use, by using men like this to promote their items it makes people want to buy them. They self consciously feel that if they buy this item they are following the footsteps of this life, their more like that person and their making the choices this person makes. Asap is incredibly cool, if a teenage - a guy aged 29 sees him in promotional material there is a high chance they will pay interest. He could wear underpants on his head and i'm sure someone would copy his style. David Beckham has the perfect life, rich, successful footballer, has women dropping at his feet, has the heart of a beautiful successful woman, has the perfect children... must I go on? Then Kanye West, he goes home to Kim K, I do not need to continue.

The future of promotion

Going native

The future of promotion is a lot to do with being native, apparently people want to know where the products they are purchasing originally come from.