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

Page 6: Conclusion

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 in its own right, the right balance of the four elements is critical. A business must clearly understand its target market - the customers at which it is aiming its product range - to ensure that it has the marketing mix balanced to appeal to this market. 

Ben Sherman's continuing global growth and high profile in music and fashion demonstrates that, as far as the marketing mix is concerned, it has got the balance right.

Ben Sherman | Using the marketing mix in the fashion industry

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