Assignment Example | Topics and Well Written Essays - 500 words - 192

Assignment Example Thus, designers such as Dior Homme, Raf Simons and Thom Browne started the slim-fit trend to accommodate this shift in clothing culture. Brand also played a huge role in shifting clothing customer preference. As the shift to slim-fit clothing was started by high-end fashion designers, consumers felt compelled to follow this changing trend due to the prestige and loyalty they owed to the brand. With this saw the rise in sales of slim-fit clothing in America. Being market leaders in the fashion world, other designers followed suit as competition is an essential component in coming up with a products marketing plan (Perruault, 154). Retailers and clothing wholesalers were soon in competition in marketing this new fashion trend and saw the slim-fit style being replicated across all men’s clothing, from suits to polo shirts. The result of this style shift was products being snugger to big-bodied men. Big-bodied men ended up being alienated. The consequence of this was the creation of a whole new market segment. Designers, retailers and wholesalers could produce slim-fitting products that are marketed to muscled or big-bodied consumers. Market decision making is largely influenced by the product. A marketing plan would try and differentiate a product in order to reach a larger segment of the market. Retailers such as Ralph Lauren with their Polo brand offers custom fit polo shirts which are roomier amid their array of slim-fit polo shirts. Most retailers are currently trying to produce clothing that is slim-fitting but roomy. The market movement by large retailers and wholesalers indicates the potential growth in sales they can experience in marketing slim-fit clothing to big-bodied consumers. The  efforts of these retailers to offer slim-fit clothing options may be hampered by efforts of high-end designers such as Calvin Klein. The fashion icon has in recent years tried to bring voluminous clothes back in fashion. This