Fashion Marketing and the 3Ps Strategic Approach

  The 4Ps of marketing is one of strategies that has been widely adopted in the business world since the 1960s. According to 4Ps theory for marketing, the strategic tools are product, price, place, and promotion. Since then, some companies have been pursuing the 5Ps marketing mix including ‘people’ as a new strategic alternative.

  In addition, the spread of discussions such as the 7Ps marketing mix has continued as well. And, in the end, new strategies such as the 20Ps marketing mix have been proposed. +

  The marketing mix of 20Ps includes not only 4Ps, but also new strategic elements such as people, planning, persuasion, publicity, passion. As to the rest, the 20Ps marketing mix includes important elements such as push-pull, packaging, profit, power, partnership, productivity, positioning, perception, positivism, professionalism, personality as well. 

  Many of these strategic tools will help any fashion company achieve its marketing performance.

  On this generalized marketing theory and its practice, we would like to discuss a strategic alternative such as the marketing mix of 3Ps. Depending on the importance of the elements of the various marketing strategy, we intend to prioritize that the first is product, the second is product, and the third is product. That’s the logic basis of 3Ps marketing mix.

  “First of all is a make or break 3Ps marketing mix.” 

  For any company, the quality management of products is an important strategic tool in the marketing mix. Be it a fashion product, the marketing mix majorly depends on the product for other aspects like promotions, place and price, and so on.

  In fashion marketing, a product is not only producing a commodity, but also the overall benefits that the product can provide. The quality management of fashion products is also a strategy to manage design, brand, symbol, guarantee, and image, etc.

  “Style is the only thing you can’t buy. It’s not in a shopping bag, a label, or a price tag. It’s something reflected from our soul to the outside world. That’s an emotion.” ++


-Some of the popular Dongdaemun fashion items we exported last week, seoulclick.com-


  As Israeli fashion designer, Alber Elbaz said, more than anything else, the emotional value of the fashion product will have a huge impact on the strategic performance of the marketing mix. 

  Needless to say, the emotional value of a fashion product is based on the economic value of the product. That is why quality control of the product is important. In fashion marketing, quality control for products is practiced right from the initial stage of sourcing raw materials to the stage of a final finished garment. 

  As we have often mentioned, SeoulClick is a trading company that purchase by proxy for Dongdaemun fashion clothing, other fashion products, fabrics and parts for buyers from all over the world. The small but strong company is investing a lot of human and physical resources to inspect Dongdaemun fashion products and control of its quality, rather than such simple trade business.

  That is why the export of fashion products and their marketing performance must have high reliability in the quality of the product, as well as the product, speed and price, etc.

  The inspection system for which the service is supplied by the company, is checked to ensure that there is no color variation, weaving defect, fabric defect, printing defect, holes, poor stitching, bad smell, dying defect and stains etc. in the Dongdaemun fashion products.

  “Price is what you pay. Value is what you get.”

  We understand one of these Warren Buffett's top ten rules for success. Indeed, we all place importance on the inspection of fashion products and their quality control. 

  The following advice from Erin Huffsteler also tells us how important quality management is in fashion marketing.


“Quality clothes are an investment. If you take care of them, they’ll hold up for years to come.” +++

+ David Pearson, The 20Ps of Marketing, Kindle eBooks 

++ Erin Huffstetler, “How to Spot Quality Clothing,” liveabout.com

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Bong Sul (Advisor, SeoulClick)

 Read more: Bong (Bong Sik) Sul, Dongdaemun Style, ebook.kstudy.com, Seoul, 2019.

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