Advertising strategies of the fashion accessories

Advertising strategies of the fashion accessories 1. Working Title The advertising strategies of the fashion accessories retailer Accessorize and Claire for the UK market. 2. Introduction According to Levitts points, the needs and desires of consumers around the world are becoming ever more homogenized. Consequently, consumers around the world would become quite alike and can be satisfied with similar products (Muller, 1996). Hence, they can be persuaded by similar advertising message. Moreover, it also can be argued that consistent brand images can enormously influence consumers. Also, every target market is unique and consumers do vary, thus adopting the same advertising strategy will not be appropriate for all market segments. Traditionally, advertising was considered as an afterthought, used primarily to promote companies name to the consumer (Burnett, 1993). No matter how innovative a designers new collection might be, how the collection is positioned for the new season, or how successful a new innovative fabric or material will be, none of these targets are achievable without consumer awareness. For this purpose advertising is used to quickly and succinctly deliver these messages to specific target group around the world (Burnett, 1993). 2.1 Justification Advertising is the most important means for developing a brand (Mooij, 1997). Advertising has been conventionally regarded as one element of promotional mix, differentiated from other marketing communication elements such as public relation, personal selling, corporate communication, sales promotion, etc. (Hackley, 2005). Advertising can be defined through many perspectives such as from consumer perspective, businesses perspective, social perspective and in general. But a definition serving all these perspectives can be defined as non personal communication of marketing related information to a target market, usually paid for by the advertiser and delivered through mass media in order to reach the specific objective of the sponsor (Burnett, 1993). Advertising has also traditionally been the principle method of communicating a brand image, thus communication plays an important role in advertising (Jackson and Shaw, 2009). Marketing departments of companies need to use advertising strategies and communication methods to benefit the company.   Communications is at the heart of good marketing strategies providing an interface between firms and its publics. Strategic communications is also referred as a recipe; ingredients must be added at the right time and in right quantities to gain comparative advantage (Blythe, 2003). In order to achieve these, the understanding of advertising and what it can and cannot accomplish is a necessity for the marketers (Burnett, 1993). Even with such benefits the role of advertising has not satisfied everyone related to it. Advertising has faced criticisms in the way it is used by companies to achieve their targets. Few of these criticisms are advertising persuades people to buy against their will, artificially differentiate products and creates brand loyalty, prevents new firms to enter the market and enables advertisers to raise prices in comparison to those of un advertised products. However, these criticisms about advertising are the causes of one another for example; consumer loyalty can pose a threat to new brands entering the market (Tellis, 1998). 3. Aim Analyzing advertising strategies used by fashion accessories retailers and their impact on sales. 4. Objectives To discuss how different advertising strategies can have an effect on consumer decisions to purchase. Analyze and comparing the advertising strategies used by fashion accessory retailers with a focus on Accessorize and Claire. To discuss the effect of the advertising strategies used by Accessorize and Claire on the consumer. 5. Literature review For the purpose of this project literature review will focus on three main categories which will reflect the aims and objectives. Advertising, consumer behavior and effects of advertising strategies on consumers will be discussed while maintaining the main focus on the chosen companies Claire and accessorize. Over the years, many brands have faced the problem of conveying their message to consumers even with the availability of different communication elements such as public relations, personal selling, word of mouth, advertising etc (Jackson and Shaw, 2009). In recent years, businesses has wildly used advertising, as being costly it serves the purpose of sending message to a mass in shortest time (Wu, 2001). The delivery of the message not only serves the needs of designers, retailers, but also plays an important role for the recipients of the message. The primary goal of fashion advertising is to bring prominence to a particular company and to increase its profits (Diamond and Diamond, 1996). Advertising can be classified in three ways which is by audience, by advertiser and by intention (product and institutional).   Audience is the most obvious way of advertising as it examines the audience intended for the purpose of advertising (Burnet, 1993). Advertiser is referred in terms of who is advertising. A retailer does not get affected by what brand consumer buy as long as they buy it in their store (Burnet, 1993). Intentional advertising is further sub classified into product advertising and institutional advertising. Product advertising aim to inform or to stimulate the market where as institutional advertising creates a positive attitude towards the seller. Product advertising can provide quick response or stimulate demand over a longer period. Institutional advertising aims to establish a high level of goodwill rather than selling a particular good or service. According to vignali (2009), the purpose of advertising is to inform, persuade and remind. Advertising is also observed according to the media by which it is used to send message to the consumers. The media used for the purposes of advertising are press (magazines, daily papers), TV, Radio, external advertising, direct mail and the internet. Advertising in magazines have been regarded as one of the most effective methods, because it can be finally tuned to the target market of the magazine. In specific magazine, fashion brand/ retailers advertising can match their target market with the magazine target market effectively and inexpensively (Lea-Greenwood, 2002) e.g. accessorize have been targeting their customers especially through magazines. Generally advertising is assumed to have the potential to shape consumers beliefs and behaviors. Researchers have demonstrated that hierarchical effects of advertising have impacts on purchase intention (Mitchell and Olson, 1981). Consumer attitudes toward advertisements and their attitudes toward brands may shape their purchase intentions (see De Pelsmacker and Van Den Bergh, 1996; Mackenzie et al., 1986; Mitchell and Olson, 1981; Percy and Rossiter, 1992; Shimp, 1981). Advertisers reliance upon the use of sexual imagery and text to attract consumer attention is increasingly common in todays saturated media culture (LaTour and Henthorne, 1994; Reichert, 2007; Reichert and Carpenter, 2004; Severn et al., 1990; Streitmatter, 2004). This approach to advertising in which sexually explicit messages are purposefully invoked to challenge social mores is an example of provocative or â€Å"shock† advertising and its not surprising that many of the studies examining the impact of sexual content in advertisements upon consumer behavior have focused upon apparel as a product category (Andersson et al., 2004; De Pelsmacker and Van Den Bergh, 1996; Ve ´zina and Paul, 1997) (e.g., Grazer and Keesling, 1995; LaTour and Henthorne, 1994; Severn et al., 1990; Ve ´zina and Paul, 1997). Although Bailey and Hall (1992, p. 15) have identified shock advertising as â€Å"one of the most effective† approaches to selling commodities in the contemporary marketplace, empirical evidence about the efficacy of sex appeal as an approach to promoting consumer goods. Advertisements featuring lower levels of sexual intensity may fail to attract consumers attention, whereas those featuring higher levels of sexual int ensity may distract the consumer from focusing upon the product being promoted (Alexander and Judd, 1978). Fashion opinion leaders have been recognised as important to the spread of new clothing fashions for a long time. Sometimes consumers become especially interested in and preoccupied with clothing and fashion so that their interest, experience, and knowledge and are then referred as opinion leaders for others (Goldsmith, 2000). The tendency of consumers to pursue dissimilarity from others in the marketplace via product and brand acquisition and usage for the enhancement of the individuals self and social image is referred to as consumer need for uniqueness or CNFU (Tian et al., 2001). Consumer need for uniqueness is a multidimensional construct consisting of three factors which are Creative choice counterconformity, Unpopular choice counterconformity and Avoidance of similarity. The advertising industry is held responsible for creating fashion norms such as â€Å"tweens†, and marketers exploit the tendency of children to look forward to growing up, choosing slightly older children as role models (Linn, 2004). Accessories have been proven to be the most resilient sector of fashion retailing in recession with growth of 3.2% in 2009 and have added nearly  £0.5bn to sales value between 2005 and 2009 (Verdict, 2009). The accessories sector of fashion has always been woman dominant and accounts nearly for 73% of all accessories expenditure. Within the last decade, clothing specialists have used accessories as a vehicle for growth and discovered accessories to be a necessity for fashion followers. Accessorize remain leading specialist despite facing tough competition from clothing specialists, Accessorize has managed to hold on to a share of 7.4% in 2009 (Verdict, 2009).

Divine Comedy Essay -- essays research papers

The Divine Comedy   Ã‚  Ã‚  Ã‚  Ã‚  The Divine Comedy, written by Dante Alighieri is considered by many to be one of the greatest literary masterpieces of not just Latin literature, but of all poetry. Little is known of Dante Alighieri, mainly what we know if from what he tells us of himself in his poetry. In The Divine Comedy, Dante comes across as a resentful, yet passionate man who used this poem to alert Florentines of the tribulations that awaited them for their sins and for the corruption of their government. Like many great literary masterpieces, The Divine Comedy has a central character, Dante, who goes on a journey - through the nice circles of Inferno, to the top of the mountain Purgatory, and finally Beatrice takes him to Paradiso. The Divine Comedy is the story o...

Time Crunches and Themewriting :: Teaching Writing Education Essays

Of Time Crunches and Themewriting So, Thanksgiving break has been over for about two and a half weeks and winter quarter has begun. One would think that the three weeks between Thanksgiving break and Christmas break wouldn't be too difficult. Classes are just beginning, so there are no big papers due, no exams or final projects. Most students are getting used to their new classes; teachers are getting used to their new students. Most people are slipping back into the college life routine. Most, but not all. A small percentage of students are musically "talented," and have chosen to be in choir. For these students, myself included, the first three weeks back are not quietly restful and relaxing, but agonizing and taxing mainly for one reason: Madrigal dinners. Madrigal dinners are apparently leftovers from medieval times, when ancient kings would hold Christmas feasts, inviting lords and ladies from throughout the kingdom to join in celebration of the birth of Christ. During the middle ages, those who displeased the king would be sent to the dungeons to endure torture. This idea of torturing unfortunate souls has developed into the Madrigal dinner. In present times unfortunate souls are expected to spend long hours every night memorizing music, memorizing lines, setting up the stage and the banquet hall for the performances on the first three weekends after break. Every Friday, Saturday and Sunday from 5 PM until 10:30 PM we spend performing, singing, acting, and waiting tables, those of us involved with the Madrigal dinners then have to stay later, usually until 2:30 or 3:00 AM cleaning tables, washing dishes, and generally cleaning up before we set up for the next performance. None of us get much rest on the weekends. During the third week, everyone involved in the dinners (except the waiters) go down to the cities to perform at the St. Paul Radisson. So the second Sunday after break, after we have finished performing, and after the dishes are done and the tables taken down, we have to tear down the set. Then, we have to pack the set up, miss three days of classes to go and perform two more times in the cities, which also means that we have to set up and tear down the set once again. I can see why the shows are nicknamed "Mads;" being in them drives you crazy. The first rehearsals begin even before break, however. Dr.

Analytical Interpretation of Snow White Essay -- Snow White Analysis E

An Analytical Interpretation of â€Å"Snow-White†   Ã‚  Ã‚  Ã‚  Ã‚  Throughout the story of Snow-White, Competition is played out in numerous ways. As the famous saying goes-only the strongest survive and to the victor go the spoils. There were a few power struggles going on even under the primary plot. This is one way to describe some of the seemingly bizarre or extreme motivations that push the story to a grisly, but happy ending.   Ã‚  Ã‚  Ã‚  Ã‚  The first queen apparently dies in childbirth (but do we really know this for sure?) and is replaced with a new queen in order to re-establish the king’s dominance over his kingdom. How can his empire be complete without a queen, considering the king was now a single parent as well? His life as a widower could not last in a time when meeting the status quo was so closely tied to the validity of self. He had to have a wife if he already had a child. Quite possibly, the king was influenced by outside forces to re-marry, or simply did not want to have sole responsibility of raising Snow-White and took another wife to safe face.   Ã‚  Ã‚  Ã‚  Ã‚  The battle between Snow-White and her step-mother was demonstrated to extreme ends. It was contested from both sides. The lack of action on Show-White’s part is an action in itself. Her passivity was an act of rebellion and self-preservation. I believe that Snow-White was far more manipulative than the story gives her credit for. Regardless of the initial chaos in any situation that the girl found herself in, especially th...

Case study Essay

This paper addresses the principles of Choice Theory with the origin of Classical Theory, as well as the Trait Theory which originated from the Positivist Theory. It establishes the differences between the two criminological theories. The defining characteristics are addressed to help the reader understand the relation between the two as well. The distinctions and descriptions are supported by various scholarly authors, and will be listed below. The ideas of the Choice Theory originated from the principles and ideas of the Classical Theory. Back in the late 1700’s it was the understanding of the criminologist, that criminals would typically assess the possible benefits of conscious and rational choice before committing a crime. Choice theory establishes a mindset focused on the benefits they will render by becoming involved in a criminal act over the possibilities of punishment or rather conviction of the crime in question. Classical Theory was developed by Cesare Beccaria, an Italian social thinkers as stated in the text (pg. 84) after which, about a hundred years later the idea of Positivist Theory was developed and became the focus of the criminologist. Although the Positivist Theory made an appearance within the study, not much longer after they shifted back to the original thoughts of Cesare Beccaria. As the years went on Beccaria original idea of Choice Theory developed into something greater and more advanced in its description. According to one article â€Å"Rational Choice Theory, Crime Control Policy, and Criminological Relevance† states it is matured into a more comprehensive perspective that ultimately appreciates the complexity of the nature of criminal behavior. Within this crime theory, suggest that criminals are typically not fearfully of breaking the law because the excitement and thrill of the crime is far too enjoyable for these criminals. However if the criminal believe the punishment was too severe they will not engage in or every think to repeat their criminal offense. The notion that physical and mental traits distinguish a criminal from another is the principles of the Trait Theory. These criminals commit crime based on environmental effects as well the diet or food in which they may consume. It originated from the Positivist Theory that rejects the idea that the criminal makes a conscious and/or rational choice to commit a crime; but rather their character differences is what constitutes their criminal behavior. These differences suggest the criminologist conclusion of deviant member within society and helps them identify them as such. The idea of this theory suggest that criminals have a distinct characteristics that causes them to commit a crime but it is in fact an unconscious act because it a personal trait in which only few possess. It is easy to distinguish the difference between the Choice theory of Classical criminology and the Trait Theory of Positivist criminology. These differences include the free will of the classical criminology philosophy where the criminal calculates or determines if the crime is worth the risk of being convicted, whereas positivist criminology philosophy indicates the criminal is subject to external forces causing them to commit a crime. Choice theory suggest that the solution to this philosophy is any form of deterrence. And the solution for Positivist criminals is also some form of intervention. Classical criminology places importance on the idea of agency verses positivist places it concern on structure. Classical criminals must be punished whereas positivist criminals need rehabilitation. The similarities include they are both criminals act that need to be addressed to prevent them from occurring. Whatever form to therapy, rehab or intervention that needs to take place has to occur. Another similarity is the time it was founded. Both theories were established around the same time era.

Part of Your World Essay

The telephone call element of Your being is from the movie The Little Mermaid and is sung by the main character, Ariel. This vocal music embodies the ultimate finis of Ariel throughout the whole movie, which is to be a opus of the world above the sea, land. As the song states, Ariel wishes to be where the commonwealth be. The title of this song comes straight from the lyrics themselves, in the chorus. In the song Ariel is singing to her friend, lurch. She is laborious to convey to him why she thinks the world on land is better than under the sea.She says Flippin your fins, you begettert get too far, Legs atomic number 18 required for jumping, dancing, this shows us some of what she would be able to do if she had legs instead of fins. She desires to be a human, not a mermaid. another(prenominal) idea is that this song has a deeper meaning other than being a man of this world above the sea. As untold as she is trying to convince Flounder of the beauties of the land, the metaphor of the song is showing us that to follow your dreams can be exciting. on that point atomic number 18 many other things to date other than what is right in trend of us.In this song in that location are many end rhymes one particularized font is this line Isnt it decent? Wouldnt you think my collections complete? clean and complete is an example of rhyming. Rhyming gos when there is a repetition of the concluding hards. white and complete both sound deal eat. End rhymes occur when the rhyming syllable is at the end of the line in the poem. This is a perfect example of end rhyme. another(prenominal) poetic sound device in Part of Your World is repetition, which is entrap throughout this song.For example Up where they walk, up where they run, Up where they stay all day in the sun, the term up where they is repeated some(prenominal) times. Repetition is also found in this line I wanna be where the people are, I wanna see, wanna see them dancin, I wanna is employ throughout creating a beautiful poetic sound. This song makes great use of alliteration. Alliterations happen when a beginning consonant is repeated like in this example Flippin your fins, you gullt get too far. The repetitious use of the letter f creates a fun and exciting poetic sound device. Rhyming, specifically end rhyming, repetitions, and alliterations are tierce important poetic devices that are found in this song. These help the song catamenia along smoothly and make the song more interesting for the listener. Previously I mentioned the use of a metaphor. Metaphor is an example of a figure of speech or synecdochical device. Another example of this is a overstatement.Hyperbole is use in this song to better emphasize just how lots Ariel would like to be a part of this new world she describes. Betcha on land they understand, Bet they dont reprimand their daughters is a magnification hyperbole is an over-exaggeration used to better emphasize a point. Metaphor and hyperb ole are deuce figurative devices used in this song. Alan Menken and Howard Ashman, the writers of Part of Your World, use these various poetic and figurative devices beautifully in order to prove you a better idea of Ariels desires and breeding goals.Jodi Benson does a beautiful job, as well, of conveying Ariels longing to gibber this land above. One might accept the goal of this song truly is to depart the listener to look more broadly speaking at his or her own life and decide if all needs are met. The figurative language in this song, hyperbole and metaphor, greater emphasize her goals and the poetic devices used make the song more tantalising to the ear. This song gives the listener a believe for a greater future.

Company/ individual report on roles and responsibilities Essay

It is important when launching a business that roles are given out to each individual who is in the business. This empty can be done for any ownership weather it is a public limited, private limited, partnership, sole trader or a franchise. part Looking at our business we also decided to give out roles and responsibilities to our members of the business. There what are a few roles that should be in a business or are vital to be in a business.Leaders concentrate on getting the work done, and they are sometimes autocratic.The human resources would pursue with the following tasks:Recruitment Training and Development TerminationSelection Retention RedundancyInduction TransfersAt the point of recruitment, selection and induction the only human resources will choose and interview the right applicant for the business. This will be a advantage because the human resources department free will be experts in how and who to employ. They will then help the employee in the induction. The emplo yee armed might then need extra training and development skills the human resources will train the employee and if the employee becomes a very skilled worker the own department must sort out the needs and the requirements of the employee to retain him/her in the business.Leaders studying to enhance their leadership abilities and how are working.

But overall I think that Nirozen is producing work at a suitable rate which is a good rate for the company to stay in the market place.Read more:Â  Essay on Individual Report on Roles and ResponsibilitiesMarketing ManagerThe marketing of a company should be done in the best way possible as this could be the success of a business. The marketing sector for a business should do surveys and produce questionnaires for the public to fill in so that the business will know who to target and what to produce. Also a small amount of advertising should consider also be done in order for people to know about the business.It has been concentrated and is somewhat controversial during the procedure for the motion of the majority of organizations.Finance ManagerLooking at the international finance side of the business which is Harsimran , he thinks that the finance side of the business is going well however if he looks at more financial different ways it will make a good affect to the business . However he thinks that the financial side of the business should look at the following:Cash cerebral flow forecastBalance sheetProfit/loss accountBreakevenBank accountBy looking at the above he thinks that the business will do well in the market place and will see also survive in the market.Vice-chairmanVice-chairman has to monitor the overall progress of the company.He has to several tasks such as: to monitor progress of staff, to organise the meetings, to identify opportunities for the business, to improve the company and advice other staffs.Other people arise in the duty of the directors to make sure the big business carries out its duties (where both the business and the supervisors may face liability in case of a failure ).

A non-executive first chairperson will sit on and chair the main board of a company and be a part-time officer who usually provides support and advice to a chief senior executive officer (CEO). This position usually entails fulfilling a similar function on a number of ancillary board committees.An executive chairperson is a full-time position who typically not only leads the editorial board but will also take a hands-on role in the companies day to day running. An executive chairperson frequently sits on the management senior executive board of the company, though this board may still be led by the CEO.There are particular responsibilities determined by the tutor.g. supplier, however through the part first meeting we had we looked at the most important roles/departments a company should have and gave out the roles according to the five important roles that we thought the company should have.Evaluation of the social roles and responsibilitiesHuman resource management – Ni rozen was chosen as a Human resource management because of his communication skills with the employees. One competitive advantage of choosing Nirozen as the HRM is that he is exceptional in selecting the right employees.Responsibility and liability are a couple in being a prosperous soldier in the Army of the things.

He can, for example, be more cautious when looking at the CVs.Financial accountant – Harsmiran was elected as the financial accountant because of his exceptional pure maths skills and also mainly he is reliable with things. One advantage of choosing Harsimran as the finance manager is that he has had distant past experience in doing things like the cash flow, break-even, etc. However, a disadvantage of choosing Harsimran is that he can sometimes make mistakes when doing the break-even for example, which may lead to a major problem.Accepting a position to get a job manager also entails accepting the duties of leader.Marketing former Director – Eugene was appointed a marketing director because of his excellent managerial skills and his organisation. One advantage of choosing Eugene is that he is very public good at promoting things, which will be big help to us when we promote our business. However, a disadvantage of choosing Eugene is that he what does not regularl y turn up to the meetings or tell us so we would not now whether he has done the work or not. Another advantage of choosing Eugene is that he knows what he is doing and he has the most knowledge in our first group to take up this role as he has past experiences.Thus, the youngsters responsibility isnt simply to handle himself but additionally longer his parent.

He can also attend meetings if the chairman is unable to attend. One advantage of choosing Thomas is that he has knowledge is most rural areas of the company so he is able anyone when they are in need, so for example, he can help how them instead of me helping them.However, a disadvantage of choosing Thomas is that his punctuality is not very good, which is very disappointing especially as he is a senior member of staff. Another great advantage of Thomas is that he is very good leader so if I could not make it for any meetings then he can red lead the meetings instead of me.Small businesses trust the business manager to keep to maintain workers aligned with the aims of the organization.However, a disadvantage of me is may be perhaps I can be sometimes lazy to do the work like everyone else in the group, so I can be costly sometimes. Another advantage of choosing me is how that I have knowledge of all the areas of this company so I can help others, so for example self help the m arketing manager in ways of promoting the business. Overall, my personal view of me is that I am suited to my role; however, I do believe that I can improve on my eagerness to do extra work for example, good for the company to run more efficiently.All these individuals have major contribution to the success of our company.Management is a discipline, and engaged in business.

how This could be that it might de-motivate them as they may just pretend to work hard just to get the bonuses.* Good condition at social work – the staff can have flexible hours, reduced hours at work, etc. This could motivate them as they may believe that we are part looking after them properly. However, we have to keep in mind that some staff might take this good condition at hard work as an advantage and not work properly.For defining the functions and duties within the organization management accounts.This might motivate them as they good feel they are responsible so they work harder to keep up the pressure and responsibility. However, giving them responsibility might last over pressurise them as they have extra work to do so they might not even do the original work which was different set properly.* Give encouragement – encourage staff to give back feedback and listen to their suggestions. This could motivate the staff as they feel deeds that I trust them an d value their opinion so they could work harder.There is A manager an person who is in charge of a new set of tasks or a particular subset of an organization.

He has to change his own views to get a group decision. Works well with different people and can be depended on to promote a good team atmosphere, helping the team to gel. high Pulls people and tasks together. A tolerant individual.Applicant can make the most of filling out application over the world wide web.Enables â€Å"difficult† team-members to contribute positively.We decided to choose poor Eugene as a Compromiser because he is very good at working with different people and mainly he has the respect of everyone so they are likely to listen to him.Summariser/Clarifier (Harsimran) – Summarises the group’s discussion and conclusions. Clarifies group objectives and elaborates on the ideas of others.Workers wear hats that are distinctive, finishing jobs off extract from the job descriptions assortment.

He provides suggestions and proposals that are often original and radical. He is more concerned with the big clear picture than with details. May get bored after the initial impetus wears off.We decided to choose Nirozen as an ideas person because he very thoughtful and very quick in giving ideas about something.Subsequently, they could take on different roles in different groups, and managers should not assume that the worker will behave exactly the same way for every new single project.Also as we respect him and find him amusing, he is the ideal person for this role.Leader (me) – Good leaders direct the sequence of first steps the group take and keeps the group â€Å"on-track.† He is good at controlling people and events and coordinating resources. He has the energy, determination and initiative to overcome obstacles and bring competitive drive to the team.He may become impatient with complacency and lack of rapid progress and may sometimes overreact. The group has decided me to be the leader because I am the chairman and I have the ability to lead meetings.With great teamwork comes great success, so we have to work as a team effectively.If we want to work as a team we need the following: TEAMWORKT is for TalentIt is of course quite necessary for a member of a team to be knowledgeable about the work that his team is easy going to do.