Firstly, this post will examine how the product element of the 4P's differs between high upmarket retail clothing companies like Dolce & Gabanna in comparison to shops such as Primark and H&M, who are known to be low budget costing stores.
The product element refers to the customers needs – what do they want? It analyses what kind of product a customer wants, so then the organisation has a better understanding of the type of product and its functions, in which they need to create and market to help target the right consumers. A firm has to ask themselves a few of the following questions before making sure they have the perfect product – What kind of person is this particular product (clothing in this case) aimed at? How does this particular product put this business at a different and superior position from other competitors? And how does this product meet the consumers requirements?
Each product has a 'product life cycle', as every organisation knows a product won't last in the market forever, therefore it is used to show the different stages a product goes through.
The picture below shows the 4 different stages:
Dolce & Gabbana
Dolce & Gabbana are renowned for being an expensive marketable brand which originated in Italy (1985) and is known worldwide. They are an example of a famous premium retail clothing brand, which are known for its luxury, vibrant and unique clothing with new styles for every season of the year.
Although Dolce & Gabbana are well-known for the clothing they sell, their product line is not limited to just clothing. In order to be distinct from other brands they produce and sell a variety of products outwith clothing including:
- Fragrances
- Beauty products
- Jewellery
- Watches
- Sunglasses
They are an innovative brand whose clothing lines have a Mediterranean style which appear elegant and classic. Their clothing is associated with wealth and success, as well as elegancy and sophistication.
The brand name 'Dolce&Gabbana' is important, as it is associated with luxury and elegancy, as well as a being known as a worldwide brand which offers high quality and unique clothing lines.
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| 2014 fashion show. |
The video below shows a Dolce&Gabbana women's fashion show and is an example of a method this brand use in order to display their retail clothing, also exhibiting their type of marketing strategy approach in meeting the product element of the 4P's. Dolce&Gabbana have created this fashion show in order to display their Summer 2017 clothing line and as you can see, they have tried to think out of the box and bring a different approach to their clothing lines, by marketing that their clothing isn't just a item but an item which tells a story. They have tried to bring in a tropical theme to their clothing line which makes them stand out and differ themselves from other upmarket brands.
PRIMARK
When we look at the marketing strategy from a different perspective i.e from low budget retail clothing companies such as Primark, you will notice they have a different marketing strategy from a more upmarket brand such as Dolce&Gabbana.
In terms of the product element of the marketing mix, although Primark offer a variety of different products other than clothing, they are not as high of a standard and quality as your premium brands. However, their marketing strategy in terms of the product element differs from your premium brands and it is to offer affordable and modern clothing for both men and women of all ages.
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| Spring collection |
Primark is described as "holding the number one spot in terms of clothing by volume." (WGSN) They try to meet the customers needs by selling modern and up to date fashion at the largest quantity and lowest prices.
Below is an example of Primark's new 'road to Morroco trend' – This video shows the casual everyday clothing in which primark market, inspired by travelling.
