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Στρατηγικές Προβολής Και Επικοινωνίας Στο Fashion Marketing

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Στρατηγικές Προβολής Και Επικοινωνίας Στο Fashion Marketing Στρατηγικέσ προβολήσ και επικοινωνίασ ςτο fashion marketing: Οι περιπτώςεισ δέκα διάςημων οίκων μόδασ ςε Ευρώπη και Νέα Υόρκη. 28/9/2016 Ρανεπιςτιμιο Αιγαίου: Τμιμα διοίκθςθσ επιχειριςεων, Χίοσ Καλλιόπθ Χαψιά Αρικμόσ μθτρϊου: 2112012258 Υπεφκυνθ κακθγιτρια: Σαλαμοφρα Μαρία Πίνακας περιεχομένων Ρίνακασ περιεχομζνων ................................................................................................................ 1 ΕΛΣΑΓΩΓΘ ..................................................................................................................................... 2 1. Θ ΕΝΝΟΛΑ ΤΟΥ ΜΑ΢ΚΕΤΛΝΓΚ ................................................................................................... 3 2. Τ΢ΟΡΟΛ ΕΡΛΚΟΛΝΩΝΛΑΣ ........................................................................................................... 7 3. ΕΛΣΑΓΩΓΘ ΣΤΛΣ ΣΤ΢ΑΤΘΓΛΚΕΣ Ρ΢ΟΒΟΛΘΣ ΚΑΛ ΕΡΛΚΟΛΝΩΝΛΑΣ ............................................... 11 4. Θ ΕΝΝΟΛΑ ΤΟΥ ΜΑ΢ΚΕΤΛΝΓΚ ΜΟΔΑΣ (FASHION MARKETING) ............................................. 15 4.1 Θ ΕΝΝΟΛΑ ΤΘΣ ΜΟΔΑΣ ........................................................................................................ 17 4.2 ΛΣΤΟ΢ΛΚΘ ΑΝΑΔ΢ΟΜΘ ΣΤΟΥΣ ΔΕΚΑ ΔΛΑΣΘΜΟΥΣ ΟΛΚΟΥΣ ΜΟΔΑΣ ..................................... 18 4.2.1 Chanel .......................................................................................................................... 18 4.2.2 Christian Dior SE ........................................................................................................... 20 4.2.3 Prada ............................................................................................................................ 24 4.2.4 Versace ......................................................................................................................... 26 4.2.5 Burberry ........................................................................................................................ 28 4.2.6 Louis Vuitton ................................................................................................................. 30 4.2.7 Fendi ............................................................................................................................. 34 4.2.8 DKNY ............................................................................................................................. 35 4.2.9 Calvin Klein ................................................................................................................... 36 4.2.10 Tommy Hilfiger Corporation ....................................................................................... 38 4.3 Θ Δ΢ΑΣΤΘ΢ΛΟΡΟΛΘΣΘ ΤΩΝ ΟΛΚΩΝ ΜΟΔΑΣ ΑΝΑ ΤΟΡΟΚΕΣΛΑ ΚΑΛ TARGET GROUP ............ 40 4.4 ΤΟ Ρ΢ΟΩΚΘΤΛΚΠ ΜΜΓΜΑ ΤΩΝ ΟΛΚΩΝ ΜΟΔΑΣ ................................................................... 43 4.5 Θ ΔΛΑΦΘΜΛΣΤΛΚΘ ΕΚΣΤ΢ΑΤΕΛΑ ΤΩΝ ΟΛΚΩΝ ΜΟΔΑΣ ........................................................... 51 4.6 ΑΡΟΤΕΛΕΣΜΑΤΑ Ρ΢ΟΩΚΘΣΘΣ ΚΑΛ ΕΡΛΚΟΛΝΩΝΛΑΣ ............................................................ 76 ΕΡΛΛΟΓΟΣ .................................................................................................................................. 78 ΒΛΒΛΛΟΓ΢ΑΦΛΚΕΣ ΑΝΑΦΟ΢ΕΣ .................................................................................................... 80 1 ΕΙ΢ΑΓΩΓΗ Το αντικείμενο αυτισ τθσ πτυχιακισ εργαςίασ είναι θ λειτουργία του μάρκετινγκ και των προωκθτικϊν ενεργειϊν ςτο χϊρο τθσ μόδασ, και πιο ςυγκεκριμζνα ςε δζκα οίκουσ μόδασ ςτθν Ευρϊπθ και τθ Νζα Υόρκθ. Κφριοσ ςτόχοσ αυτισ τθσ εργαςίασ είναι θ παρουςίαςθ των τρόπων με τουσ οποίουσ καταφζρνει ζνασ οίκοσ μόδασ, τόςο γενικά όςο και ειδικά, να προωκθκεί ςτθν αγορά, να προςελκφςει δυνθτικοφσ πελάτεσ και να διατθριςει τουσ υπάρχοντεσ. Για να μπορζςουμε όμωσ να κατανοιςουμε τουσ ςτόχουσ των ςυγκεκριμζνων επιχειριςεων, κάνουμε κάποιεσ ειςαγωγζσ ςε μερικά ςκζλθ που κα μασ απαςχολιςουν. Δθλαδι, αρχικά προςπακοφμε να κατανοιςουμε τον οριςμό, τουσ ςτόχουσ και το ρόλο του μάρκετινγκ για μια επιχείρθςθ και αργότερα να ειςαχκοφμε ςτισ ςτρατθγικζσ προβολισ και επικοινωνίασ, δθλαδι ςτο προωκθτικό μίγμα και τθ διαφιμιςθ. Επιπροςκζτωσ, αναφερόμαςτε ςτθ γενικι ιδζα τθσ μόδασ και ςτο ρόλο που κατζχει το μάρκετινγκ γι’ αυτιν, ϊςτε να μπορζςουμε ςτθ ςυνζχεια να κατανοιςουμε τον τρόπο με τον οποίο λειτουργεί κάκε οίκοσ μόδασ. Οι οίκοι μόδασ ςτουσ οποίουσ κα αναφερκοφμε, είναι δζκα και πιο ςυγκεκριμζνα είναι οι Coco Chanel, Dior, Prada, Versace, Burberry, Louis Vuitton, Calvin Klein, Fendi, DKNY και Tommy Hilfiger. Ρρόκειται για τεράςτιεσ επιχειριςεισ και διάςθμα ονόματα, τόςο για τον κλάδο τθσ μόδασ, όςο και για ολόκλθρο τον επιχειρθςιακό τομζα. Ζχουν τεράςτιεσ απολαβζσ και ζςοδα και ζνασ από τουσ βαςικότερουσ παράγοντεσ γι αυτό, εάν όχι ο βαςικότεροσ, είναι ο τρόποσ που προωκοφνται και διαφθμίηονται. Γι’ αυτό, μετά από μια αναφορά ςτον κακζνα τουσ ξεχωριςτά, κα μελετιςουμε τουσ τρόπουσ προϊκθςθσ και επικοινωνίασ, τόςο γενικά, όςο και ειδικά. Επιπλζον, κα ςχολιάςουμε τθν αγορά - ςτόχο, και τθν τοποκεςία ςτθν οποία δραςτθριοποιοφνται, για να μπορζςουμε να κατανοιςουμε για ποιο λόγο επιλζγονται οι ςυγκεκριμζνοι τρόποι προϊκθςθσ και διαφιμιςθσ. Τζλοσ, κα μελετιςουμε τα αποτελζςματα των ςτρατθγικϊν προβολισ και επικοινωνίασ και κα εξάγουμε κάποια ςυμπεράςματα. Επομζνωσ, ςκοπόσ μασ ςε αυτιν τθν εργαςία, είναι να εντρυφιςουμε όςο το δυνατόν καλφτερα και λεπτομερζςτερα ςτον ςυνδυαςμό τθσ μόδασ και του μάρκετινγκ, ςτο πωσ αυτά λειτουργοφν μεταξφ τουσ και αλλθλεπιδροφν, αλλά και να δοφμε παραδείγματα τα οποία κα μποροφςαν να κεωρθκοφν αντιπροςωπευτικά για το κζμα που μελετάμε. 2 1. Η ΕΝΝΟΙΑ ΣΟΤ ΜΑΡΚΕΣΙΝΓΚ «Σφμφωνα με τον Ρζτρο Γ. Μάλλιαρθ (2001, ς.37), ΜΚΤ είναι το ςυνολικό ςφςτθμα επιχειρθςιακϊν δραςτθριοτιτων ςχεδιαςμζνο ζτςι, ϊςτε να προγραμματίηει, να τιμολογεί, να προβάλλει και να διανζμει προϊόντα και υπθρεςίεσ που ικανοποιοφν ανάγκεσ ςε παρόντεσ και δυνθτικοφσ πελάτεσ». Επίςθσ, «ςφμφωνα με τον Philip Kotler και τον Kevin Lane Keller (2006, ς. 6) το ΜΚΤ αςχολείται με τον εντοπιςμό και τθν ικανοποίθςθ των ανκρϊπων και των κοινωνικϊν αναγκϊν και εκφράηουν ωσ ζναν από τουσ ςυντομότερουσ οριςμοφσ του ΜΚΤ είναι θ ικανοποίθςθ αναγκϊν με επικερδι τρόπο». «Οι William Perreault και Joseph P. Cannon (2012, ς. 5) ανζφεραν ότι το μάρκετινγκ επθρεάηει ςχεδόν κάκε πτυχι τθσ κακθμερινισ μασ ηωισ. Θ πλθκϊρα αγακϊν και υπθρεςιϊν γφρω μασ, τα καταςτιματα από τα οποία ψωνίηουμε, αλλά και τα τθλεοπτικά και ραδιοφωνικά προγράμματα που αγαπάμε υπάρχουν λόγω του μάρκετινγκ. Κατά τθν προςφορά όλων αυτϊν των επιλογϊν, το μάρκετινγκ παρακινεί τουσ οργανιςμοφσ να εςτιάςουν ςτθν ικανοποίθςθ του πελάτθ». Ζτςι, τα περιςςότερα πράγματα που επικυμοφν ι χρειάηονται οι πελάτεσ είναι διακζςιμα και παρουςιάηονται μζςα από τθ λειτουργία του μάρκετινγκ. «Στθριηόμενοι ςτουσ ςυγγραφείσ που ιδθ αναφζραμε (William Perreault και Joseph P. Cannon 2012, ς. 6), μάρκετινγκ είναι θ εκτζλεςθ ενεργειϊν, οι οποίεσ επιδιϊκουν τθν επίτευξθ των ςτόχων ενόσ οργανιςμοφ, προβλζποντασ τισ ανάγκεσ των αγοραςτϊν ι πελατϊν και κατευκφνοντασ τα κατάλλθλα αγακά και υπθρεςίεσ που κα τισ ικανοποιιςουν από τον παραγωγό ςτον αγοραςτι ι ςτον πελάτθ». «Επιπλζον αναφζρεται ότι (William Perreault και Joseph P. Cannon, 2012, ς. 7) το μάρκετινγκ πρζπει να ξεκινά από τθν ανάγκθ του πελάτθ. Ρροςπακεί να προβλζψει τισ ανάγκεσ των πελατϊν, και ςτθ ςυνζχεια, αυτό κακορίηει τα αγακά και τισ υπθρεςίεσ που χρειάηεται να αναπτυχκοφν. Θ διαδικαςία αυτι περιλαμβάνει αποφάςεισ ςχετικά με τον ςχεδιαςμό του προϊόντοσ και τθσ ςυςκευαςίασ, τθν τιμολογιακι πολιτικι, τθν ειςπρακτικι και πιςτωτικι πολιτικι, τθ μεταφορά και αποκικευςθ αγακϊν, τθν πολιτικι διαφιμιςθσ και πωλιςεων, κακϊσ και κζματα που μπορεί να προκφψουν μετά τθν πϊλθςθ». «Σφμφωνα με τον Ρζτρο Γ. Μάλλιαρθ (2001, ς. 27) το ςθμείο εκκίνθςθσ αλλά και τζρματοσ κάκε επιχειρθματικισ δράςθσ είναι ο αγοραςτισ και πιο ςυγκεκριμζνα οι ανάγκεσ του. Πταν μια επιχείρθςθ λειτουργεί με τον τρόπο αυτό, λζμε ότι ζχει υιοκετιςει τθν ιδεολογία του ΜΚΤ (MKT concept). Θ ιδεολογία αυτι: 1. Στθρίηεται ςτον ζντονο, διαρκι και χωρίσ περιοριςμοφσ προςανατολιςμό των επιχειρθματικϊν δραςτθριοτιτων προσ τον αγοραςτι και τισ ανάγκεσ που ο ίδιοσ επικυμεί να ικανοποιιςει 2. Αναγνωρίηει ότι ο αγοραςτισ είναι ο μόνοσ που ξζρει πωσ και με τι κα ικανοποιιςει τισ ανάγκεσ του 3 3. Υπενκυμίηει ότι μοναδικόσ ςκοπόσ κάκε επιχείρθςθσ είναι θ ικανοποίθςθ των αναγκϊν των πελατϊν, από τθν οποία κα προκφψει ςυναρτθςιακά το κζρδοσ κακϊσ όςο πιο ικανοποιθμζνοι αγοραςτζσ, τόςο περιςςότερα προϊόντα κα αγοράηονται και κα αυξάνεται το κζρδοσ των επιχειριςεων. Θ ικανοποίθςθ αυτι κα επιτευχκεί με τθν ακριβι μετουςίωςθ των αναγκϊν του αγοραςτι ςε προδιαγραφζσ προϊόντων». Το ΜΚΤ περιλαμβάνει τθν ικανοποίθςθ των αναγκϊν και των επικυμιϊν των πελατϊν. Το ζργο οποιαςδιποτε επιχείρθςθσ είναι να παραδίδει αξία ςτον πελάτθ ζναντι κάποιου κζρδουσ. Σε μια πάρα πολφ ανταγωνιςτικι οικονομία, με ολοζνα και πιο ορκολογικοφσ αγοραςτζσ που ζχουν πλθκϊρα επιλογϊν και που γνωρίηουν τισ ανάγκεσ τουσ και πϊσ να τισ ικανοποιιςουν, μια εταιρεία μπορεί να προοδεφει μόνο με τθ βελτίωςθ τθσ διαδικαςίασ παροχισ αξίασ ςτα προϊόντα τθσ και με τθν επιλογι και τθ δθμιουργία ςωςτισ επικοινωνίασ μεταξφ αυτισ και του πελάτθ με ςτόχο το κζρδοσ. Κα μποροφςαμε να αναφερκοφμε και ςτθ ςτρατθγικι μάρκετινγκ για να κατανοιςουμε τθ γενικότερθ λειτουργία του μάρκετινγκ. «Σφμφωνα με τον William Perreault και τον Joseph P. Cannon (2012, ς. 33) ςτρατθγικόσ ςχεδιαςμόσ μάρκετινγκ ςθμαίνει εντοπιςμόσ ελκυςτικϊν ευκαιριϊν και ανάπτυξθ επικερδϊν ςτρατθγικϊν μάρκετινγκ». Ριο ςυγκεκριμζνα, μια ςτρατθγικι
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