Critically evaluate the role of marketing in developing strong fashion brands in the 21st century' - Essay Example

“The most effecting marketing plans are those that are simple yet effective and easy to implement” (Daud, 2008). Creation of an effective marketing plan is extremely important for a company because it helps the company create the entire business plan for carrying out the business activities (Perez, 2010). 1.1. Benefits of a Well-Structured Marketing Plan Fashion products manufacturing companies face a lot of challenges if their marketing strategies are not capable of attracting and retaining the customers.

For this purpose, companies need to implement appropriate marketing plans because they put positive impact on the future of the brands. Fashion companies also use monitoring methods to determine the success of the marketing plan. Clow (2009, p.484) asserts, “Evaluation or testing of advertising communications can occur at any stage of the development process”. Some of the most effective monitoring methods include emotional reaction tests, concept testing, and persuasion analysis. An effective marketing plan brings a lot of benefits to the companies.

Traffanstedt (2010) asserts, “The benefits of a marketing strategy are great if you do it right”. . Marketing not only helps the companies achieve higher levels of profits but also helps them establish their brands in any international market. Marketing plays a vital role in making a fashion brand popular and successful. It is due to effective marketing plans that most of the new fashion brands get recognized all over the world in a very short span of time. Capon (2008, p.185) found that marketing plays a critical role in developing a product.

We can take examples of some of the most popular fashion brands such as Polo, Givenchy, Tommy Hilfiger, and Lacoste. These fashion brands are extremely popular among the public due to the effective marketing campaigns carried out by their manufacturing companies. Marketers first identify the target market and then implement the plan. Dahl (2007, p.23) states, “By identifying your primary target market, you can do a better job of narrowing your media buys”. This is the 21st century and the world has become a global village.

Every fashion company is aware of the importance of effective marketing strategies because effective and well-structured marketing strategies play a great role in the success of a fashion brand. Saarte (n.d.) states, “The functions of marketing add value to the product”. Marketing plays a vital role not only in creating the awareness about the newly manufactured fashion products in the pubic but also results in increasing the productivity and profitability of the companies. A fashion brand needs publicity and exposure in order to be successful and marketing is a tool, which companies use to give exposure to their products.

Fashion companies make use of different types of marketing methods in order to advertise their brands. Manohar (n.d.) found