Primark - Off the Rack documentary

Primark off the rack documentary

For one of my chapters with in my dissertation when i will briefly discuss primark as an example of fast fashion i decided to watch primark off the rack which is a documentary produced by panorama talking about the different parts of primark and how there example of a fast fashion brand.

I decided to make notes on the documentary so i would be able to use some of the points in my writing.

-Primark now say they have been lied to by there suppliers, and they have been let down. But is the whole fast fashion industry based on a lie that we can buy clothes that cheap cheating the people who make them.

-When Primark landed on the high street it was seen as clever, The fashion got behind it Primark is the new Prada.

-Primark has made it okay to buy cheap clothes.

-The chain began in Irish capital Dublin in 1969 there, there called penny’s since then they have grown to 170 stores across the UK and Ireland there mission affordable yet eye catching clothes is driven by there founder Arthur Ryan.

-The fast fashion idea is the fact we can see something on Kate moss see something in a magazine and its in the store with in 6-8 weeks maximum and its what the customer wants and expects.

-Primark is part of the fast very fast fashion crew on the high street. What is happening with Primark is people are going in there not buying one or two items they are buying bag fulls. So what then happens is Primark has to re-stock there shelf’s so it gets faster and faster so there’s more units of product going through that shop then probably any other high street shop there is.

Lamberts Yard - Company Research

LAMBERTS YARD - COMPANY RESEARCH

After having a meeting with Paul Luke the fashion teacher he had told me all about Lamberts Yard and how it would be perfect if i was able to brand one of the clothing brands with in the stores fashion line. 

Lambert’s Yard first opened its doors in Winter 2013 as a pop-up shop and exhibition space. Its mission was to allow access to the previously disused building for the first time in decades and support the strongest independent designers across fashion and lifestyle. As an independent and creatively led project, the concept was rooted in re-imagining a previously unused urban space into something new and exciting, supporting independent brands and designers, and establishing Leeds as an international centre for independent design and manufacture. This ethos has remained through to the final development, which you will see when we open our doors again in a few weeks time.

In November 2014 Lambert’s Yard will reopen permanently, as both a physical and online space. We are a concept store and flexible event space, representing both emerging and established designers across fashion and lifestyle. The design-led space features an ever-changing, curated collection of brands, unavailable elsewhere in the city. In addition, we host a seasonal programme of creative and cultural events and our event space is available for hire.

I decided to go down there myself and speak to the owners..

Unfortunately the man i was told to speak to wasn't there , but i spoke to lady named Rosie i explained why i was interested in doing some promotional work for a brand with in the store and how it would benefit my dissertation. She told me that a lot of the clothing brands with in the store already have been branded but some might be looking to be re-branded. She was really helpful and gave me her email to get in touch.

I decided to contact her asking her if there was anyone she could think of who perhaps is looking for branding also if theres any events to be on in the store i would be happy to brand. I love everything about Lambert Yard and i feel this would be really useful project for myself and for my dissertation.

Dissertation Practical - Ideas/Notes

COP 3  Practical - Ideas/Notes

For my practical I have made a small mind map with some ideas of what i could produce.

• Brand new company ( Start up company)

• Propose use existing clothing range from fashion student to brand?

• Look at existing indent clothing companies leeds/ rebrand/existing store / proposed?

• Lamberts yard brand someones clothing line

• Cari & Carl - Possible opportunity for a rebrand brief

• create my own brand using the most successful branding factors / Design / logo aesthetics/ social media

Vivienne Westwood - Primary Research

VIVIENNE WESTWOOD 

After having my cop tutorials i realised writing about Vivienne Westwood would be a good idea as there are a perfect example of slow fashion so gaining some primary information from someone who worked there would be very useful for my writing. 

A friend of mine gave me j.gallones email address and i sent her a quick email seeing if i could be put through to someone from marketing. I am still waiting to hear back at this stage and i am also preparing a list of questions to email over. I also think it will be beneficial to me to pop into a Vivienne Westwood store to see if i could speak to one of the staff members to see if i can get some information which might help me understand the brand better as a whole.

Zara - Primary Research

Zara - Primary Research

When discussing my dissertation with Danielle Harrison after a cop crit i mentioned how i am writing about the brand Zara. She told me how a family friend used to work in Alicante designing shoes for Zara. She gave me his email address and i wrote a list of questions i wanted to ask him.

How does Zara work out there market?

How does you understand the consumer and who you are designing for? 



Who and what inspires Zara’s brand as a whole?

Does the consumer inspire you to design the things you do?

Do you think that the style of clothing reflects the brand? 



What influence does a Zara designer have on how the brand develops and changes? 



How does Zara differ from other high street brands?

Do you personally think that the branding for Zara as a whole makes the brand more successful?

How does Zara work out there market?

Zara has established itself as a fashion fashion high street brand that can get clothing from design to store in as little as 6 weeks. Quicker than most retailers. So I suppose their business is directed at a fashion conscious customer primarily. They don't really do market research as such and they don't do printed advertising. I guess people just know what Zara is and the customer comes to them. They're confident they provide a range of clothing from basics at cheap price points to more extreme fashion styles that attract a broad customer base. Price is key to their success. Generally people will buy if it's cheap, the customer is very price aware.

How do you understand the consumer and who you are designing for ?

Zara retails in the majority of the countries worldwide and each country will get the majority of the range. Zara has a team of commercial managers responsible for each of the countries they sell to. They will produce styles that are country specific ie fur boots for Russia as it's colder. We didn't design with a customer in mind generally. It's all about getting the trends from the catwalk into store quick and at a good price.

Who and what inspires Zara's brand as a whole?

The catwalk. It's all about the designer trends from Burberry to Prada. They do a lot of blog research and research trips to different countries.

Does the consumer inspire you to design the things you do?

Yes in some ways as we get figures every week saying which styles are selling well. Generally though it's about what's new, the stock turnaround is fast.

Do you think that the style of clothing reflects the brand?

I think Zara has created its own brand identity over the years as it has evolved. The style of clothing is very european, and it doesn't always appeal to the UK customer. People know Zara as a Spanish brand, so I think the clothing reflects the brand well.

What influence does a Zara designer have on how the brand develops and changes?
The designers create the ranges so in terms of developing, it doesn't happen without the designer. It's the start of the cycle. We change the development of the brand by being aware of trends and customer buying attitudes. A top selling style can sell over 100,000 pairs a season, so there is big money to be made from good designs.

How does Zara differ from other high street brands?

It's fast. Very fast. They react to trend very quickly. They get it in store as soon as possible. They have more seasonal drops into store than the other retailers. They have a very strong supply chain and make garments up in house. The shoes are made in Spain mainly before they are copied in factories such as China and India so the speed of development is quick.

Do you personally think that the branding for Zara as a whole makes the brand more successful?

I think the stores and the website look strong, which are the two main sources where the company brands itself to the customer. The website is sleek and the products looks very high end. The stores replicate high end designer stores with the finishings. The product looks expensive, but of course it is relatively cheap.

I have been so lucky to have got the opportunity to speak first hand to someone who actually worked for Zara. Gaining more primary research for brands I'm focussing my writing around makes me more excited to write about them. Zara is one of the most fast fashion brands on the high street and all this information helps me back up my points through out my writing. 

Primary Research - Topshop Buyer

PRIMARY RESEARCH - INFORMAL QUESTIONS

I was lucky enough to speak with a Topshop buyer called Khairan Majid ,  i decided i would give her an email asking her some questions. She was really helpful and she replied promptly. I had also found her on linked in so i will continue to keep in contact with her throughout my dissertation if i need more primary research.

How do you work out your market?

As the high streets leading fashion retailer, we need to have a strong brand identity but we also need to move with the times and make sure we’re constantly educating & inspiring our customer base whilst enticing new customers. This involves ensuring there’s a constant offer for the ‘loyal’ customer as well as making sure we’re competitive with what’s going on with the rest of the high street as new competitors are popping up more frequently than ever.
How do you understand the consumer and who your buying for?

We develop trends each season that are focused around the Catwalk shows/street style/blog inspiration etc, whilst looking at department history to build a strategy to ensure we’re identifying opportunities to help us decipher exactly what our customer base wants across the UK & Internationally.

Does the consumer inspire you to choose the things you buy?

Yes they do in terms of department history. However it is vital that being the ‘high streets leading fashion retailer’ we continue to inspire our customer and give them the confidence to express themselves & explore the constant, exciting new things happening with fashion.

Do you think that the style of clothing reflects the brand?

Yes definitely. We provide a varied range, from festival dressing to Premium suiting & that is reflective of the brand. We are constantly elevating ourselves and that is shown through the product & how we represent ourselves through marketing campaigns etc, most recently collaborating with Cara Delavigne.

What influence does a Topshop buyer have on how the brand develops and changes?

Buyers have a huge influence. The buying side identifying what the commercial ‘key drivers’ are and also work very closely with design to develop the seasonal trends.

Fresco - Interview

FRESCO INTERVIEW

When were you first established?

Established June 2014.

What aesthetics did you have in mind when designing the brand?

Aim of the brand was to create affordable customised limited edition lines of street wear to keep customers individual and provide something within the consumers budget whilst creating garments not on the high street.

What social media platforms does your brand use to promote itself?

We use Facebook, Instagram, twitter, currently creating a Pinterest
Which platform have you found to be the most successful and why?

Instagram and twitter are more successful as a higher volume of people order through these and call to buy after seeing pictures.Twitter tends to reach further and contact customers that aren't local who would of never bought before had they not seen a friend RT etc
How do you work out your market?

I base my market on the footfall within the store along with customer feedback and the success of the social networks.

How do you understand the customer and their needs?

I try to understand the customers needs by doing surveys and questionnaires in store. i release sample designs and ask followers and customers what they would like to see in production and on the rails.

Does the consumer inspire or influence the things you design & stock in your store?

Customers have a huge impact on what i design, i constantly ask shoppers for feed back and there has been a number of times were a customer has suggested i do the same design but in a different colour which I have then since had manufactured.

Do you think the consumer has helped make your brand more successful?

Consumers have definitely helped my brand grow as the customers are the ones who are walking advertisement for me. The success of my wall of fame in store and such a positive reaction to a new store has really helped me grow. Customers are happy to tell their friends about us and spread the word.
Do you think that the style of clothing reflects the brand?

The style reflects the brand as Fresco means fresh and cool in spanish and italian and the clothes are very much that.
Who is your specific target audience for the brand?

Target audience is students and young professionals. target audience is aged 16-28. However i have customers as young as 12 and as old as 50

In your opinion does your brand appeal to other audiences?

I try do a variety of colours and styles so I do feel the brand appeals to people who are outside my target audience, which even surprises me.Being in such a diverse building I get a lot of older customers, couples, families tourists etc who all buy which is great!!

What sets you apart from other independent brands?

Im different to other brands because I release such limited quantitates of customised street wear so your not likely to see everyone out wearing it.I get restocked weekly and constantly have a quick turn around on stock. The price is very reasonable and t-shirts start from just £15.

Primary Research - Independent brands Leeds

Primary Research - Independent Brands

After doing some secondary research about independent clothing brands within leeds. I decided to go into the city and have a look at some of the stores and speak to the staff to see if they were able to answer some of my informal interview questions.

MAD ELIZABETH VINTAGE

MKI

MKI was my favourite independent brand out of the ones i looked at in the Corn Exchange. I felt i was really well branded and the minimal aesthetics of the brand reflected the clothing and the store ephemera.

FRESCO

I went into Fresco with my questions and the girl told me they would email me over the answers as the manager wasnt there. This brand has only been in the corn exchange for a few months so i think the answers i receive back will be really beneficial to see how well this brand has done as a startup brand.

BEST LEEDS

Best leeds is one of the most popular independent brands within leeds.They sell vintage and reworked clothes. 

Local Companys Leeds - Informal Interview Questions

Informal Interview Questions

After researching into some independent local brands in leeds i decided to give some of them a call and request a informal chat to ask them some questions. 

I wanted to make a list of questions that were most relevant to my dissertation for primary research. Throughout my research and dissertation i want to be learning about how consumers and branding helps making independent brands successful and how this happens. 

I have come up with 12 questions to ask the managers from some of the stores i have researched i feel the questions will give me a starting point and help me compare and contrast different stores.

• When were you first established?

• What social media platforms does your brand use to promote itself ?

• Which platform have you found to the most successful and why?

• How do you work out your market?

• How do you understand the customer and their needs?

• Does the consumer inspire or influence the things you design & stock in your store?

• Do you think the consumer has helped make your brand more successful?

• Do you think that the style of clothing reflects the brand?

• Who is your specific target audience for the brand?

• In your opinion does your brand appeal to other audiences? 

• What aesthetics did you have in mind when designing the brand?

• What sets you apart from other independent brands?

Independent Local Companys Leeds

LOCAL COMPANYS LEEDS

THE HIP STORE


Established in 1987, The Hip Store Leeds stock classic and contemporay brands globally sourced.

http://www.thehipstore.co.uk/

DescriptionWelcome to the official Hip Store Facebook page. The Hip Store was established in 1987 stocking exclusive and desirable brands from across the globe. The Hip Store is one of the UK’s leading independent fashion stores, catering for a wide range of customer, both culturally and diverse.

BEST LEEDS

It all started back in 2007, a way in to the retail sector on a budget. Fashion was our passion, love of sixties, seventies and eighties clothing, a direction! And a little bit of ego...
Brand

Second hand vintage clothing is a very interesting & popular market, however very quickly a few things became apparent.

Vintage clothing is a curiosity shoppers market, what we were doing was ethically sound we were clothing recyclers. But once all the great one off pieces were gone , including the good sizes, we were left with what? A lot of oversized but quality well made garments.

The challange was how were we going to appeal to the high street, we had to deliver the goods on equal terms. Wearable, desirable, aspirational....  Lets re-tailor them to fit and compete with today's fashion.

Reworked

Other individuals and small independents were already creating reworking clothing. But we wanted to create a reworked brand.The direction was to create a synchronicity between us and our customer.
It happens the moment you enter one of our shops. Energy, music, people, variety, hospitality and friendliness, something you won't forget. Can't wait to share with your friends and visit again.

Suppliers

This takes time, and is one of the keys to success in this industry, just like any other.

Trust and personal relationships have to be developed and experience is a necessity.

We source from California, New York, Italy and the UK with an emphasis on working with suppliers who understand our business and sustain a constant supply.

Sustainability

We have taken these wonderful clothes some with a history and a story to tell, re-tailored reworked and put them back out there sometimes as long as 40 years later, for the fashion innovators of tomorrow to wear and talk about.

It says a lot about how well these clothes were made in the first place, and gives Best a healthy carbon footprint into the future.

"Life is one big road with lots of signs. So when you riding through the ruts, don't complicate the mind. Flee from hate, mischief and jealousy. Don't bury your thoughts, put your vision to reality. Wake up and Live" Bob Marley

http://wear.best/about-us/

Corn Exchange:

DIRTY GIRL

www.dirtygirlstore.co.uk/

‘Dirty Girl Male Boutique’ is an urban street-wear boutique for men which opened in Leeds Corn Exchange in Autumn 2011, selling t-shirts, jumpers, shirts and jackets from independent designers from all over the UK.

Owners and creators Nicole Leech and Nickolas Macinklay saw a gap in the market in Leeds for street wear and have brought a host of UK independent designers from the urban smart street wear scene into the city. Labels including Hantu Collective, Rum Knuckles, Giaroye, Grind London and King Apparel and Nico Ni for male silver jewellery.

MKI


The Mki Miyuki-Zoku Store Opened Its Doors In May Of 2010.Founded By Creative Director Vik Tailor, The Idea Was To Bring A Truly Groundbreaking Concept Store To The Heart Of Leeds, Introducing New Labels; New Styles And A New Look And Ethos To The City. Set To Be A Hub For The Knowledgeable Fashion Consumer, In An Environment That Was Simultaneously Creative And Relaxed.

Today Mki Has Now Gained Mass Reputation As A Fashion Store, Brand, Creative Space, And Web-Store. With The Main Emphasis Being On The Mki Own Label, The Store Also Takes Pride In Working Together With; And Stocking; The Likes Of Comme Des Garcons And Saint James.

The Idea Behind The Brand Is To Offer Designer Products And Quality Garments From A Designer Perspective, At A Much More Modest Price Point. The Collections Are Made To Be Accessible Both In Wear-Ability And Affordability.The Store And Brand Is Fuelled By The Passion Of The Team Behind It. From The Designers And Staff, To The Production Team And Manufacturers. Everyone Involved Is Dedicated To Bringing Quality Product To The Table, Alongside Passionate Front Of House Service.


The Name:

Mki

Miyuki - Zoku

[Mee-You-Kee]

The First Japanese To Adopt Elements Of The Ivy League Look Were A Youth Tribe Called The Miyuki-Zoku, Who Suddenly Appeared In The Summer Of 1964. The Group’s Name Came From Their Storefront Loitering On Miyuki Street In The Upscale Ginza Shopping Neighborhood (The Suffix “Zoku” Means Subculture Or Social Group). The Miyuki-Zoku Were Mostly In Their Late Teens, A Mix Of Guys And Girls, Likely Numbering Around 700 At The Trend’s Peak.

FRESCO

Designer Kate Worthington has opened her first Fresco Clothing, offering customised, limited edition street-wear – from t-shirts and beanies, to boxers and socks – for both men and women. Kate says of her decision to set up shop in Leeds Corn Exchange:

“The Corn Exchange is such a recognised landmark within the city centre. Its great location and vibrant atmosphere will hopefully contribute to what will be a very successful business. It’s a really exciting time to be part of the Corn Exchange, as a number of other independent retailers within the city centre have also just moved in, giving customers many more reasons to shop here.”

Facebook: https://www.facebook.com/justwearfresco?fref=ts

Twitter: https://twitter.com/justwearfresco

MAD ELIZABETH VINTAGE

Mad Elizabeth specialise in vintage, reworkeds and handmade clothing and accessories at affordable prices. Step inside our pink paradise and you’ll find beautiful vintage clothing from the 1950′s through to the 1980′s along with stunning accessories and a unique selection of handmade jewellery and pocketwatch necklaces. If you’re looking for something that will make you stand out from the crowd, you’ve come to the right place.

Website: http://marketplace.asos.com/seller/mad-elizabeth/collection
Facebook: www.facebook.com/mad.elizabethvintageTwitter: www.twitter.com/mad_elizabeth
Email: mad_elizabeth@hotmail.co.uk

COP Presentation

COP Presentation

Today i had my Cop Presentation i made sure i explained my starting point and where i was up to. I included my theme Essay plan and possible theorists i could use. I spoke my practical and what i had possibly planned.

Feedback:

• Need to make sure i can get enough primary research

• Find a brand i can rebrand.

• Perhaps find a brand in leeds i can re-brand local company.

• Need to find out about relationships between brands and people.

• Research branding theorists

I feel like listening to other peoples presentations they maybe had more synthesis than i do and i need to make sure i can focus my research so it helps my practical be stronger and relevant to my writing.

Organising your research project - Lecture

Organising your research project

400 hours study for a 40 credit module.
6-9000 word written element, and related practical work.
2.5 hours support on the written element of the module, in addition to support with the practical project.
DEADLINE 15TH JAN, 4pm.
15 WEEKS!

Try to have a substantial draft submitted by Xmas.

Indicative Content

• Students will develop a cohesive research project, with practical and textual outcomes, in response to a proposal developed during the later stages of the Level 5 programme. 

• This module will require the students to organise and undertake a personal programme of in-depth critical research, to collate and present a coherent written argument and related practical investigation based on analysis and evaluation, presented in the form of an extended formal written study and related practice-based research. The chosen subject will be relevant to a student’s main course of study and will be used to support and inform their specialist practice. The extended study involves self motivated research but will be supported by individual tutorials aimed at helping the student to develop the appropriate scope and depth of subject matter required within such a project. 

• The work undertaken will reveal the student’s appreciation and application of research approaches and methodologies. 

Planning the project

• Write down all questions that you want to investigate 

• Consider each on their merits and focus on two (primary & secondary) 

• Write an A4 ‘first thoughts’ sheet for each 

• What is the purpose of the study? Is your question researchable?

• Working title

‘Who?, What? Where? Why? When?'

Project Outline

• Consider timing 

• DEADLINE- 15 WEEKS 

• Consider holidays / work / life 

• Think about your working title and the different component parts that need researching.

• Allocate timings to each 

• Draw up a project outline based on the above 

• Allow generous time for initial reading and writing up 

• Factor in tutorials 

• CONSULT WITH YOUR SUPERVISOR ABOUT THIS

Literature Search

• Reading takes more time than you think

• How much can you actually read in 100 hrs? 

• Start by trying to find out all the key texts on your chosen topic. 

• Focus your reading based on an initial assessment of this survey 

• Find key texts and plan time to read these 

• Find secondary sources / criticisms of key texts (triangulation) 

• Use journals (www.jstor.org)

Referencing

• Start compiling a bibliography at the beginning of the project 

• Reference as you go along 

• Include all details (name, forename, date, place, publisher, page)

Ethics

• If a student’s CoP3 research involves human subjects (1) and/or data not in the public domain (2) then ethical approval must be granted by their supervisor / programme leader. 

• If the researcher is interviewing or observing participants then that counts as ‘involving human subjects’. 'Interviewing' means that you are recording the person's words, by writing, tape or any other means, and using them in your work. 

• ‘Data not in the public domain’ means data (or objects) which are still in copyright, or are in private collections, and for which written permission for use must be obtained.

Approaches to research

•  Quantitative 

•  Qualitative

Action Research

Questionnaires

• Is a questionnaire the best way of investigating your topic?

• If so, begin to word questions and discuss with your supervisor.

• Avoid ambiguity, imprecision or assumption.

• Also avoid double, leading, presuming or offensive questions

• Question Type?

• Think about format / appearance 

• Always pilot your questionnaire 

• Decide on sample size 

• Specify a return deadline (factor this into your project outline) 

• Record responses as soon as complete

Interviews

• Is an interview the best way of investigating your topic? 

• If so, begin to word questions and discuss with your supervisor 

• Structured or unstructured interview? 

• How will you analyse questions? 

• Watch for bias 

• Plan the interview / prepare the room 

• Introduce yourself 

• Tape record the interview (permission required) 

• Agree the accuracy of notes with interviewee 

Observation

• Is observation the best way of investigating your topic? 

• Decide exactly what you need to know? 

• Participant / Non-participant observation 

• Request permission to observe 

• Prepare and plan observation carefully 

• Devise a suitable grid, checklist or chart. 

• Analyse and interpret the data, eliminating bias 

• Thank the people observed 

Critical Diarie / Reflective Log

• Is a questionnaire the best way of investigating your topic?

• Make sure you are clear about the purpose?

Checklist

• Don’t procrastinate 

• Plan research methods carefully 

• Select the most appropriate research methods for the project 

• Document all stages of the process carefully 

• Produce a detailed project outline, with timings, and stick to it 

• Get the most from your supervision 

Research Topics (Research points for a brand).

RESEARCH POINTS FOR A BRAND.

PRODUCT & POSITION

Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data.Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business' or organization's goals, such as increasing sales volume, brand recognition, or reach in advertising.

TARGET MARKET

A target market is a group of customers towards which a business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. The marketing mix variables of product, place (distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace.

Target markets are groups of individuals that are separated by distinguishable and noticeable aspects. Target markets can be separated by the following aspects:

segmentations - addresses (their location climate region)

demographic/socioeconomic segmentation - (gender, age, income, occupation, education, household size, and stage in the family life cycle)

psychographic segmentation - (similar attitudes, values, and lifestyles)

behavioural segmentation - (occasions, degree of loyalty)

product-related segmentation - (relationship to a product)

In addition to these segmentations, market researchers have advocated a needs-based market segmentation approach to identify smaller and better defined target groups. Some approaches to these smaller groups are:

Select the target audience – the customers are grouped based on similar needs and benefits sought by them on purchase of a product.

Identify clusters of similar needs – demographics, lifestyle, usage behaviour and pattern used to differentiate between segments.

Apply a valuation approach – market growth, barriers to entry, market access, switching, etc. are used.
Test the segments – A segment storyboard is to be created to test the attractiveness of each segment’s positioning strategy.


Modify marketing mix – expanding segment positioning strategy to include all aspects of marketing mix.

A principal concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand. Target Marketing allows the marketer or sales team to customize their message to the targeted group of consumers in a focused manner. Research has shown that racial similarity, role congruence, labeling intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects on the target market. Research has generally shown that target marketing strategies are constructed from consumer inferences of similarities between some aspects of the advertisement (e.g., source pictured, language used, lifestyle represented) and characteristics of the consumer (e.g. reality or desire of having the represented style). Consumers are persuaded by the characteristics in the advertisement and those of the consumer.

NETWORK AND PEOPLE

Networking' is a socioeconomic business activity by which groups of like-minded businesspeople recognize, create, or act upon business opportunities. A business network is a type of business social network whose reason for existing is business networking activity. There are several prominent business networking organizations that create models of business networking activity that, when followed, allow the business person to build new business relationships and generate business opportunities at the same time. A professional network service is an implementation of information technology in support of business networking. Many business people contend business networking is a more cost-effective method of generating new business than advertising orpublic relations efforts.

General

Before online business networking, there existed face-to-face networking for business. This was achieved through a number of techniques such as trade show marketing and loyalty programs. Though these techniques have been proven to still be an effective source of income, many companies now focus more on online marketing due to the ability to track every detail of a campaign and justify the spend involved in setting up one of these campaigns.

"Schmoozing" or "rubbing elbows" are expressions used among professional business professionals for introducing and meeting one another in a business context, and establishing business rapport.

Networked business.

Many business use networking as a key factor in their marketing plan. It helps to develop a strong feeling of trust between those involved and play a big part in raising the profile and takings of a company. suppliers and businesses can be seen as networked businesses, and will tend to source the business and their suppliers through their existing relationships and those of the companies they work closely with. A networked businesses tend to be open, random, and supportive, whereas those relying on hierarchical, traditional managed approaches are closed, selective, and controlling. These phrases were first used by businessman Thomas Power, businessman and chairman of Ecademy, an online business network, in 2009.