High-end fashion manufacturing in the UK - product, process and vision: Recommendations for a Designer and Fashion Manufacturer Alliance and a Designer Innovation and Sampling Centre

The Centre for Fashion Enterprise (CFE) was commissioned by the Department of Culture, Media and Sport (DCMS) to undertake a feasibility study to explore fully the market need for a new high-end production hub. This was in direct response to the need highlighted in the DCMS report, Creative Britain - New Talents For The New Economy, published in 2008. This study has confirmed that there is a need. However the need is for a sampling and innovation facility rather than a production hub. Designers reported a shortage of high quality sampling capacity in the UK, as well as difficulties in getting small quantities produced. Additionally, they do not know where or how to source appropriate manufacturing in the UK, Europe or globally, at the quality the market requires

Harnessing the power of advertising to prevent childhood obesity

Background: Social marketing integrates communication campaigns with behavioural and environmental change strategies. Childhood obesity programs could benefit significantly from social marketing but communication campaigns on this issue tend to be stand-alone. Methods: A large-scale multi-setting child obesity prevention program was implemented in the Hunter New England (HNE) region of New South Wales (NSW), Australia from 2005-2010. The program included a series of communication campaigns promoting the program and its key messages: drinking water; getting physically active and; eating more vegetables and fruit. Pre-post telephone surveys (n = 9) were undertaken to evaluate awareness of the campaigns among parents of children aged 2-15 years using repeat cross-sections of randomly selected cohorts. A total of 1,367 parents (HNE = 748, NSW = 619) participated. Results: At each survey post baseline, HNE parents were significantly more likely to have seen, read or heard about the program and its messages in the media than parents in the remainder of the state (p < 0.001). Further, there was a significant increase in awareness of the program and each of its messages over time in HNE compared to no change over time in NSW (p < 0.001). Awareness was significantly higher (p < 0.05) in HNE compared to NSW after each specific campaign (except the vegetable one) and significantly higher awareness levels were sustained for each campaign until the end of the program. At the end of the program participants without a tertiary education were significantly more likely (p = 0.04) to be aware of the brand campaign (31%) than those with (20%) but there were no other statistically significant socio-demographic differences in awareness. Conclusions: The Good for Kids communication campaigns increased and maintained awareness of childhood obesity prevention messages. Moreover, messages were delivered equitably to diverse socio-demographic groups within the region

Building the Brightrock Brand through Change

Subject area This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework. Study level/applicability This case is appropriate for an undergraduate or graduate-level programme in marketing management. Case overview Suzanne Stevens was part of a group of four former senior employees of a large life insurance firm that decided to establish a new and innovative South African insurance company, BrightRock. They identified a gap in a large and highly competitive (albeit generic and opaque) insurance market and developed a distinctive positioning within the market. There was low consumer understanding of the technical aspects of life insurance products, and no existing life insurance product provided an individualized offering. Stevens developed the company’s brand and marketing strategy by drawing on reputation drivers, traditional advertising and a content marketing approach. BrightRock focused on change moments in consumers’ lives, including getting married, having children or getting a new job, and changed the standard insurance product model by launching an individualized flexible product that could adapt with the consumer through their various life stages. The case study documents the first three years of BrightRock’s operations, with a strong focus on brand and product development, distribution and communication. The case dilemma involves choices Stevens faced at the beginning of 2015 about marketing investments across paid, earned and owned media. Expected learning outcomes This study enables to critique the development of a services brand; integrate paid, owned and earned media to increase communication effectiveness and efficiency; and critique a content marketing strategy. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing. </jats:sec

Achieving the new graduate dream: building sustainable business success at a small scale

Fashion graduates are increasingly electing to direct their professionalambitions towards small business entrepreneurship rather than traditional corporatemodes of practice. These fashion entrepreneurs must engage with business developmentand management, skills that are normally not required of designers within the corporatebusiness model. How can the fashion entrepreneur of the future be prepared? Whatknowledge and skills are required for becoming a fashion entrepreneur? Is there a disconnect between what graduating fashion entrepreneurs think they need to know, andthe practices that will actually best prepare them for starting and maintaining a fashiondesign start-up business? The authors summarize fashion entrepreneurship in New YorkCity, discuss the logistics of the globalized mass-market, and the current challenges infashion design pedagogy with regard to preparation for this global fashion context. Theauthors then highlight the counter-trend of the small-scale local venture. Finally theypropose broad strategies directed toward the fashion entrepreneur who wishes to create asustainable small-scale fashion business venture in New YorkLos graduados en diseño de indumentaria se inclinan cada vez más por dirigirsus ambiciones profesionales hacia los pequeños emprendimientos empresariales en lugarde dedicarse a las tradicionales opciones de práctica corporativa. Estos empresarios de lamoda deben comprometerse con el desarrollo empresarial y de gestión, habilidades quenormalmente no requiere de diseñadores dentro del modelo de negocio de las empresas.¿Cómo debería prepararse el empresario de la moda del futuro? ¿Qué conocimientos yhabilidades se requieren para convertirse en un empresario de la moda? ¿Existe una desconexión entre lo que los emprendedores graduados en moda creen que necesitan saber y lasprácticas que en realidad mejor los prepara para iniciar y mantener una empresa de diseñode moda? Los autores abordan el entrepreneurismo de la moda en Nueva York, discuten lalogística de los mercados masivos globalizados y los desafíos actuales de la pedagogía deldiseño de moda en relación a la preparación para incorporarse en el contexto mundial dela moda. Luego los autores destacan la tendencia contraria que se da en las empresas localesde pequeña escala. Finalmente se proponen estrategias generales dirigidas hacia el empresario de la moda que desea crear un negocio sostenible en pequeña escala en Nueva York.Os graduados em design de indumentária inclinam-se cada vez mais pordirigir suas ambições profissionais aos pequenos empreendedores empresariais em lugarde dedicar-se às tradicionais opções de prática corporativa. Estes empresários da modadevem comprometer-se com o desenvolvimento empresarial e de gestão, habilidades quenormalmente não requer de designers dentro do modelo de negócio das empresas. Comodeveria preparar-se o empresário da moda do futuro? Que conhecimentos e habilidadesse requerem para converter-se num empresário da moda? Existe uma desconexão entre oque os empreendedores graduados em moda acreditam que necessitam saber e as práticasque em verdade melhor os prepara para iniciar e manter uma empresa de design de moda?Os autores abordam o entrepreneurismo da moda em Nova York, discutem a logísticados mercados massivos globalizados e os desafios atuais da pedagogia do design de modaem relação à preparação para incorporar-se no contexto mundial da moda. Depois, osautores destacam a tendência contrária que se da nas empresas locais de pequena escala.Finalmente, se propõem estratégias gerais dirigidas ao empresário da moda que desejacriar um negócio sostenível em pequena escala em Nova York

Exploring the Comparative Communications Effectiveness of Advertising and Public Relations: A Replication and Extension of Prior Experiments

The comparative effectiveness of public relations compared to advertising has long been controversial. This study reviews a pilot and initial experimental study of the effect of public relations versus advertising and replicates and extends the research as the second part of a continuing body of research dedicated to comparing the communications effectiveness of these communications methods. The results once again failed to establish an advantage of advertising over public relations. Discussion focused on extending the research to different settings and message control

The Applicability of Marketing to the Tourism and Travel Retailer.

Marketing, both as a business philosophy and a set of activities, is widely applicable to the tourism and travel retailer (the travel agent). The level of marketing's application to the travel agent does not appear to depend on the size or independence of the agent. The level of acceptance of marketing does, however, depend on internal factors, such as the nature of the owner/manager, and external factors, such as the state of the economy. The research carried out in the thesis shows that, in general, marketing is not widely accepted and applied by travel agents. Travel agents exhibit symptoms of low marketing orientation as well as behaving in a passive manner as regards their role in the industry. Although the thesis analyses how marketing can be, and is, applied, it is apparent that individual travel agents seem to be impeded in fully applying marketing to their business. These barriers are examined in the thesis with the aim of explaining the difference between the applicability and actual level of application of marketing amongst travel agents. The findings of the thesis have implications for the travel industry. The range of marketing activities that may be applied to the travel agent, show him what is possible and what barriers may exist to impede his attempts to become more marketing oriented. Furthermore the agent - principal relationship greatly depends on the actual and potential scope of the travel agent's marketing. This agent - principal relationship, and the agent - client relationship are affected by the marketing approach adopted by the individual travel agent. The thesis sheds light on the behaviour of different types of travel agents and suggests that small/independent agents are equally able to apply marketing as other types of agents. Marketing, as an emerging business area, is applicable to the service sector, as well as the retailing and small business areas of which the travel agent is often a good example. Having indicated the applicability, the way lies open for the application of marketing by tourism and travel retailers