MANA 298 Study Guide - Ben Sherman, University Of Mauritius, Culture Of The United Kingdom
Document Summary
There are 2 sections in this paper : section a and section b. Ben sherman : use of the marketing mix in the fashion industry. Ben sherman"s name has always been closely linked with the british music scene and with fashion. Its customers are young and at the forefront of style. Ben sherman has developed a balanced marketing mix and the company ensures that its products reach the market segments. A strong brand image ties the product range together. In 2007, the product theme was this sporting life" and the marketing theme was british music and style". Ben sherman uses major fashion shows to launch its collections to the press. Customers are willing to pay more for aspirational" products, such as designer wear. These products or brands show that those who own or wear them have a degree of success in their lives.
