BUSINESS STRATEGY AND MARKETING INTEGRATION IN THE TEXTILE INDUSTRY: AN ANALYTICAL APPROACH

Abstract

The fashion and textile industry contributes to changes in national and global economies through the purchasing of clothing. Business strategy is necessary for every successful fashion brand. Allowing entrepreneur to think through all aspect of their fashion business with the help of business plan and business strategy, they understand how to deal with any additional obstacles and ensure it has the potential to be a viable business. To interpret the decision within the company must be used marketing research for analyzing the values, wants, needs and behaviors of customers. With the range of techniques and a business philosophy using fashion marketing upon the customer or potential buyer of clothing and related product/ services in order to meet the long-term goals of the organization.  It is a major argument that fashion marketing is different from many other areas of the marketing sector. The change is intrinsic and that is the very nature in fashion, giving different emphasis to marketing activities. Also, the role of design in both leading and reflecting consumer demand results in variety of approaches to fashion marketing. Branding, marketing mix, process and skills are important in getting to the target market to see that one fashion brand is the only brand that can provide the right solution to their needs to build royalty and repeat sales. The main channels in marketing intermediaries that help to gets the goods from the manufacturer to the consumer are : retailers, agents, distributors, wholesalers, advertising agencies and marketing research agencies.