Product Identity

A name, term, sign, symbol or design,

seller or group of seller and to

or a combination of these intended to
differentiate them from those of
competitors.
identify
the goods or services of one

Product Identity

Image that a company possesses is the

perception its customers have of it

Competitive environment

Product Identity

Controlling the target segment

Growing trend of vertical integration

Product Identity
The value of a brand, based on the

extend to which it has

High brand loyalty
Name awareness,
Perceived
quality,
relationships.

Fashion Image

A companys fashion image is based

on its merchandise, promotion and

environment

Fashion Image

Product life cycle or fashion cycle

describes not only the adoption level of

consumers, but also of the brands

Stages in the Adoption Process

1. Awareness: Consumer becomes aware of the
2.
3.
4.

5.

new product, but lacks information about it.

Interest: Consumer seeks information about
new product.
Evaluation: Consumer considers whether
trying the new product makes sense.
Trial: Consumer tries new product on a small
scale to improve his or her estimate of its
value.
Adoption: Consumer decides to make full and
regular use of the new product.

The Adoption Process

This ad encourages
trial by offering a
coupon.

Product Adopter
Categories
When an organization introduces a new

product, people do not begin the adoption

process at the same time, nor do they move
through it at the same speed.
Adopters are divided into five categories.

Product Adopter
Categories
Product Adopter Categories
2.5% Innovators
16% Laggards

34% Late Majority

13.5% Early Adopters

34% Early Majority

Product Adopter
Categories
Group #1 - Innovators
Innovators are the first adopters of new

products.
They are venturesome they try new ideas
at some risk.

Product Adopter
Categories
Group #2 Early Adopters
Early adopters are guided by respect.
They are opinion leaders in their communities

and adopt new ideas early but carefully.

Product Adopter
Categories
Group #3 Early Majority
Early majority are deliberate.
Although they rarely are leaders, they adopt

new ideas before the average person.

Product Adopter
Categories
Group #4 Late Majority
Late majority are skeptical.
They adopt an innovation only after a

majority of people have tried it.

Product Adopter
Categories
Group #5 - Laggards
Laggards are tradition bound.
They are suspicious of changes and adopt the

innovation only when it has become

something of a tradition itself.

Change of Identity

Change of image, offerings, or location

Events occurring around influence the

changes

Change of Identity

Difficult to change the perception of

customers

Maintaining or expanding the present

Product Differentiation

To differentiate a company from the other

No two retailers or manufacturers are

alike, for factors like price, quality, physical

Product Differentiation

Positioning refers to the image of a

same consumer business is called

company relative to its competition in the
competition
market-place

Product Differentiation

According to the theories presented by

Knee and Walters, product differentiation

can happen in two ways..

Product Differentiation

First, the brand attempts to changes

the attitude of its customers towards it.

Second, the brand can present itself to

People Involved in PD

Marketing team

Analysis the current trend in fashion

and factors which will effect the
sales

People Involved in PD

Designers

Plays around with new textures,

colors, silhouettes, and fabrics based

People Involved in PD

Merchandisers

They develop range of garments

which are in sync with production

People Involved in PD

Supply chain

Supervises the product range in

context of material procurement

People Involved in PD

Garment technicians

Defines the details of types of

stitches, seams, fusing, thread, and

Global sourcing
Global sourcing is a strategic
sourcing strategy that effectively
broadens the scope of the
procurement process to include
companies that operate in other
countries. Strategic sourcing is the
internal business process used to
manage the bidding and vendor
selector process. Procurement is
also known as purchasing and
refers to the laws surrounding fair
and equitable bidding
opportunities.

Skilled services such as

purchasing, engineering,
information technology
professionals and consultants
are a growing area of global
sourcing. The level of skill and
knowledge held by these
professional allows them to
provide high quality services to
their employers