Fashion Product Importance: Jackson, T & Shaw, D (2008) Mastering Fashion Marketing, Palgrave, London:

I am looking into putting a survey together for primary research on a report for gap and when doing so will use the following as my point of reference:

“The fashion product is the most important part of a fashion marketing mix as it is:

– what consumers buy;

– the most common way for people to convey how fashionable they are;

– a brand statement of quality;

– the principal output of a fashion design process;

– the focus for the other marketing mix elements;

– the tangible representation of a brand,” (:87)

After viewing what GAP in Shepherd’s Bush Westfield had on offer today I can most certainly see the product focus was on colour to cater for all, with a big red sign stating: Womenswear, Menswear, Childrenswear.


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