The Fashion Channel

The Fashion Channel (Case Study)

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Primary types of consumer and market data

The primary consumer and market data presented by Stahl (2007, p. 6) contains a selected unique groups of TV viewers. This includes the fashionistas, situationalists, planners, basics, and shoppers. The data review describes the understanding of the consumer’s preference, behavior, and attitude towards the fashion-based economy. The summary aims at bringing into the limelight the effect of the comparative market campaigns through the TV channel. The consumer data presents objective and systematic identification, analysis, collection, as well as dissemination of information with concern to the fashion marketing behavior of TV viewers.

The basic cluster consists mostly of male customers who have less interest in fashion and were less likely to engage in viewing TFC. The target on women in the company’s aim for a changed scheme would be wise and based on the age bracket of 18-34, which the company did not consider much. In my view, women can be the best choice of focus as they fall under the segments of fashionistas, situationalist, planners and shoppers. A focus on a crucial marketing and advertising campaign and programming best for attracting the women category, the company would be focused on expecting a rise in the awareness and viewing of the channel as well as an increase in the deliver ratings to its customers (Stahl, 2007).

This would be possible despite an expected drop in the channel’s sales if the audience mix stayed the same. The channel, hence, should be able to deliver a multichannel strategy and provide audience differentiation to avoid existing fate of losing additional viewers. With continuous competition, the channel would establish the use of a multi-cluster viewer provision to avoid erosion of its low pricing capability. The focus on male viewers alone in identification of the correct scheme by the company would be...