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Using the marketing mix in the fashion industry
A Ben Sherman case study

Page 1: Introduction

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Ben Sherman is a globally recognised lifestyle brand. It has grown from its business beginnings in quality shirts in Brighton in 1963 and is now sold in 35 countries around the world. It has expanded into the USA, Europe, and Australasia. In 2004, Ben Sherman was acquired by the American-based company, Oxford Industries. This group is an international apparel design, sourcing and marketing...
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Page 2: Product

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Ben Sherman has to decide whether to: create a product and then market it to target customers (product-orientated) or find out what the market wants and then provide it (market-orientated) To achieve both, the company produces a wide product range that appeals to all its target market segments. The range includes casual clothes, formal wear, denim, footwear and lifestyle accessories, such...
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Page 3: Price

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Ben Sherman has to assess which markets its products are aimed at and set a price to match. There are a number of pricing strategies that a business can use for its products including: cost based pricing where the selling price is set to cover the cost of manufacture. market orientated pricing. Market orientated pricing covers several different approaches: market penetration, where a new...
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Page 4: Place

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This refers both to the places where Ben Sherman products may be bought and to the channels of distribution used to deliver the products to these places. Place is not always a physical building such as a retail outlet or shop, but includes any means by which the product is made available to the customer. A business has to balance getting enough of its products to its target customers against...
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Page 5: Promotion

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The purpose of promotion is to obtain and retain customers. It covers: 'above-the-line', which is using independent media to reach a wide audience easily, but over which the company may have limited control, for example, magazine advertising. This reaches a mass audience but can be hard to measure its impact. 'below-the-line', which uses media over which the business has control, for...
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Page 6: Conclusion

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Ben Sherman is a brand that appeals to the youth market. Its responsiveness to changing tastes in fashion and music throughout the last fifty years has provided it with a unique heritage of quality, personality and style. This has made Ben Sherman into a great British icon, reflecting British culture as it does business across the world. Whilst each element of the marketing mix is important...
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