Glossary of Fashion Marketing by Minal Malik

AIDA

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Attention, Interest, Desire, Action: a model used in advertising or promotion to turn people into prospective customers.

Bounce rate

2023-07-15 12:56:36 UTC

The number of people who leave a website after only visiting the landing page.

Brand extension

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New products developed to be marketed under an existing brand name e.g. Coke Vanilla, Apple Watch etc. (also called brand stretching).

Omnichannel Marketing

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Kapferer Brand Identity Prism

mmalik0920221 — 2023-07-16 22:26:59 UTC

The prism diagram is a useful visualisation for identifying a brand's core characteristics, as well as how they relate to one another.

Corporate Social Responsibility (CSR)

mmalik0920221 — 2023-07-16 22:29:59 UTC

A commitment by business to behave in an ethical, social and environmentally responsible way, and to have a positive impact on the local and global environment.

Differentiation

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Marketing Mix - 7 P's

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Extended marketing mix:

Product

Price

Promotion

Place

People

Processes

Physical Evidence

Urde - Brand Identity Matrix

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Brand Architecture

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Brand Architecture

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Ansoff Matrix

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Ansoff, H. I. (1957). Strategies for Diversification. Harvard Business Review. (Vol. 35 Issue 5, Sep/Oct). p113-124.

Customer Profile

mmalik0920221 — 2024-01-29 13:42:49 UTC

A customer profile contains key information about a brand's ideal customer. It is a strategy guide to creating personalised experiences. Each profile should contain customer pain points, interests, buying patterns, demographic data, motivations, interaction history and more

Segmentation

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Customer Segmentation

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Digital Marketing Tools

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Engagement Rate

mmalik0920221 — 2024-01-31 01:46:14 UTC

Social media metric used to describe the amount of interaction - Likes, shares, comments - a piece of content receives.

Return on Investment (ROI)

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Measuring the efficiency and profitability of an investment.

UX

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User Experience

UGC

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User-generated content is original, brand-specific content created by customers and published on social media or other channels. UGC comes in many forms, including images, videos, reviews, a testimonial, or even a podcast.

Gantt chart

mmalik0920221 — 2024-01-31 14:30:13 UTC

A Gantt chart is a bar chart that illustrates a project schedule.

Consumer Behaviour

2024-01-31 14:39:22 UTC

The study of individuals, groups, or organisations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour.

Positioning Map

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