1. Interpretation of consumer and market data.
From its inception in 1996 until recently, The Fashion Channel (TFC) enjoyed great success by appealing to as a broad an audience as possible. Overall viewer numbers were the main focus, and so long as TFC had no significant competition in terms of the fashion-specific content it offered, this “something for everyone” approach was a winner.
But competitors such as CNN and Lifetime made note of TFC’s success. They began to offer fashion-specific programming. Consumers now have a choice, and the ratings show that non-loyal consumers are starting to choose alternatives to TFC. Reasons for this can be found in the recent Alpha research study on customer satisfaction, which shows that when it comes to consumer interest, awareness and perceived value, both CNN and Lifetime outscore TFC. TFC’s 2 main revenue streams—cable affiliate fees and advertising—are threatened by the attraction of CNN’s and Lifetime’s fashion programming to an audience formally exclusive to TFC, and the inability of TFC currently to adequately differentiate itself from its competitors.
So who are TFC’s viewers? A detailed demographic breakdown shows a 39%-61% split in favor of women, with 33% of viewers aged 18-34 and 45% aged 35-54. A survey of consumers by GFE Associates identifies four groups that make up potential viewers: Fashionistas (the fashion devoted, who comprise 18% of those surveyed); Planners and Shoppers (enjoyers of fashion, 35%); Situationalists (occasionally interested in fashion for specific purposes, 30%) and Basics (generally uninterested in fashion, 20%). Attitudinal research by GFE indicates that male consumers tend to fall into the Basics group, while 61% of Fashionistas are women. A...
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...towards the network—a viewership that feels engaged with programming that specifically caters towards it, and one that is less likely to drift to the competition.
Adoption of Scenario 3 requires a key shift in consciousness within TFC. The “something for everyone” strategy has served it well for over a decade. Revenues remain high and audience has continued to grow, and this may encourage resistance within the network structure to change. Thus, a policy of detailed consultation and education must be formulated, so everyone within the network understands the threats faced by the development of competition, and the great benefits to TFC of moving in a new, carefully researched direction of marketing to specific segments of its viewers.
Bibliography
Stahl, Wendy. (2007, June 1). The Fashion Channel. Boston, Massachusetts: Harvard Business School Publishing.
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
With African Americans being apart of the fashion industry, they faced many hardships. However, they created a distinctive voice in the history of fashion. Throughout the early twentieth century, Blacks designers influenced the fashion industry in America, having, “a system and structure for maintaining their particular type of fashion.” African American fashion was very popular and caught the attention from the media. Department stores held successful fashion shows, screened fashion movies, and staged fashion pageants. Fortunately, African Americans were allowed to attend these events, yet they were not welcomed. Fast-forward to today, the fashion industry has opened up several doors for African American designers, stylist, and models. However,
Lifetime entertainment has proven to be phenomenally successful with strong ratings and high consumer demand. The networks commitment to its viewers has been recognized over and over again by leading women’s groups and nonprofit organizations.
Throughout time, bright designers, world-known magazines and famous models, where few are only African-Americans, had represented fashion. The fashion industry is one of the most demanding industries ever created. On one hand, designers have to be unique, professionals, consistent and most important, famous, to keep up with the industry. On the other hand, models have to be beautiful, with unique personalities, and most important, skinny. Before the Civil Right Movement, white Americans models and designers represented the fashion industry until famous models such as Naomi Campbell, and Iman Abdulmajid entered the industry. They were the most influential models in the 1980’s and 1990’s with their personal contribution on the industry. Beauty did not only brought goods and happiness; it also brought controversy and discrimination.
The first excuse is economics. The business of TV is ruled by a simple declaration: Get the audience the advertisers want. The consequence is that major networks forgo the mass ...
According to the segmentation in the case Tweeter is a Specialty Store and its most important customers are the Quality/Service Customer (Appendix 3). This group accounts for 70% of Tweeter's clientele. This segment cares about high quali...
During this past decade, advertising companies go out of their way just to get the new scoop or trend children are into, gathering information and distributing it to other companies. Information such as what types of idols they enjoy to wh...
Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing a marketing concept by meeting and exceeding costumer needs then their rivals.
Have you ever looked through a magazine and found it to be really interesting? That is because you are part of its target audience. You are part of a group of people that the magazine is trying to appeal to. There is a reason Sports Illustrated is more of a man’s magazine and Family Circle is more of a woman’s magazine. The people that run that magazine put certain things in those magazines to attract their audience. More commonly, men are interested in sports and anything to do with sports. In Sports Illustrated, the reader would find sports, and that is it. The reader would not find an article titled “How working women balance their careers and home lives.” An article such as that would be found in a magazine like Family Circle, as it is targeted more towards women who have a family. For the purpose of this audience visual analysis, I will be discussing the October 8th, 2012 issue of People magazine. Looking at this issue and reading through the magazine, it is evident that the publishers do have a target audience in mind. This visual analysis will discuss who its target audience is and how the reader can tell. Also, the essay will discuss how the magazine makes the advertisements relevant to its audience.
Accardo, A., 1997. Introduction à une Sociologie Critique. Paris: Le Mascaret. Quoted by Entwistle, J and Rocamora, A, 2006. The Field of Fashion Materialized: A Study of London Fashion Week. London: Sage.
To begin my search, I needed to gain a general sense of fashion week and fashion week’s history, so I kept my search general with Google, “New York Fashion Week”, in hope to fi...
They are planning to integrate their broadcasting company and studio group into a single business. Since they are following in the fashion of many others within the industry, they can project that this change will allow them to better manage their money and it will provide a simpler way for them to make more money. This is because the company's focus will shift to being in only one place. Right now, especially in the field of news broadcasting, there is a push to have more of a positive outlook on changes in social issues. The company will have to address whether or not this fits into their image, at some point in the near future, and make a decision. According to World Economic Forum, as the media and entertainment industry continues to innovate its content (which is based on new technologies and changes in consumption habits), and change formats and business models, it must also balance its economic imperative and social role. So a challenge to the industry, as a whole, is to keep producing transcendent and inventive programs while also remaining up-to-date with popular culture. Finally, Twenty-First Century Fox Incorporated must be sure to be innovative in keeping the company up-to-date as the industry of media and entertainment is constantly changing. The challenges they have include keeping up with changes and advancements in technology, studying and estimating future consumer patterns, adapting to newly emerging business models, and being ready for the entrance of new competitors into their market. To face these issues, they must learn to simplify their operations, understand consumers, provide new and interesting content, and invest in many new business ventures. In fact, the media and entertainment industry is facing more changes now than it has ever before, so it is
in this segment are often brand conscious and enjoy the latest fads and trends. They...
We can’t assume consumers will remain loyal if we don’t adapt and learn and you can’t assume brand strength alone will keep them or attract new consumers. The market will change and new will enter the market. I realized that the 5 D’s (Discovering, Defining, Developing, Doing, and Directing) in the marketing process is a continuous, an ongoing evaluation of the market conditions and the continued adaption. For Digital Channels, that means we must have the best feature rich products and service that our customers value. We can’t assume they will stay with us because they have for years. The moment a company becomes complacent, they become
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