Decide what goods a retail store will sell, and how they will be marketed.
A Fashion Marketer’s job is to market and sell clothing, which requires understanding both the aesthetics and the emotions that drive fashion. After all, when it comes to fashion, it’s not just how you look but also how you feel that counts. The right dress can make you feel beautiful, for instance, while the right pair of pants can fill you with confidence. Even a new pair of shoes can put a special spring in your step.
As a Fashion Marketer, you design and execute your marketing plans for fashion houses, department stores, magazines, and distributors. To promote apparel, you create and place advertisements, organize fashion shows, and negotiate editorial coverage in magazines. You also coordinate trade show exhibits, execute social media campaigns, and develop pricing strategies.
That’s the easy part. The hard part of your job as a Fashion Marketer is reaching your target audience — making sure you advertise the right fashions to the right people in the right media.
If you have two different dresses, for instance, it’s up to you to decide who’s most likely to buy them. You might sell one dress at a store for working women, for example, and advertise it in a magazine that skews older. You might sell the other dress, meanwhile, at a store for teen girls, and advertise it on Facebook.
Of course, your job isn’t just marketing clothes to consumers; it’s marketing them to Fashion Designers, too. Through trend watching and market research, you’re tasked with answering the question, “What do consumers want?” so that Fashion Designers can design it and you can market it.