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Elements and Performance Criteria

  1. Determine job requirements
  2. Prepare to develop marketing plans
  3. Research and determine marketing options
  4. Develop and finalise marketing plan

Range Statement

This field allows for different work environments and conditions that may affect performance. Essential operating conditions that may be present (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) are included.

Workplace procedures include one or more of the following:

requirements prescribed by legislation, awards, agreements and conditions of employment

SOPs

work instructions

oral, written and visual communication

quality practices, including responsibility for maintenance of own work quality and contribution to quality improvement of team or section output

housekeeping

tasks related to environmental protection, waste disposal, pollution control and recycling

WHS practices

Australian Standards include:

the relevant industry or Australian Standards that are current at the time this unit is being undertaken

Marketing details include one or more of the following:

packaging or distribution requirements

production timelines or requirements

distribution outlets

designer reputation

style characteristics

budget

international regulations

pricing structures

import/export factors

production times

quality assurance factors

Promotional activities include one or more of the following:

gimmicks

point of sale and merchandising

special offers

product branding activities

packaging features, such as labelling

display and presentation

Industry practices include one or more of the following:

formatting and structure

inclusion of pictures and style and design details

promotion of features and benefits

reporting verbally or in writing

oral, written or visual communication

inclusion of marketing objectives

inclusion of adequate detail

Market plan includes one or more of the following:

details for events, such as fashion design launches, fashion parades or shows and exhibitions

target strategies, such as advertising and promotional campaigns

Personnel include one or more of the following:

supervisor

trainer/mentor

designers

patternmakers

production supervisors

clients

Performance Evidence

Evidence required to demonstrate competence in this unit must be relevant to and satisfy the requirements of the elements and performance criteria for at least two products and include:

reading and following work instructions, standard operating procedures (SOPs) and safe work practices

applying relevant standards

researching target market and identifying fashion design needs and expectations

determining marketing objectives and identifying features and benefits of fashion designs according to needs and expectations of the target market

accessing, interpreting and using data from a range of sources

determining appropriate media and appropriate strategies to reach target market

exploring and assessing marketing event options and promotional activities to market the selected fashion design

developing a marketing plan for at least two (2) fashion products and determining if it will be effective in meeting marketing objectives, timing and budget requirements

documenting marketing plan according to industry practices

recording reports on marketing opportunities and strategies and presenting them to appropriate personnel.

Knowledge Evidence

Evidence must be provided that demonstrates knowledge of:

safe work practices and procedures and use of personal protective equipment (PPE)

relevant Australian Standards

marketing details

marketing objectives:

client position

range of fashion products in marketplace

marketing objectives and sales targets

product pricing strategy

position in market

packaging and distribution requirements

marketing practices in the fashion industry

concepts of marketing cycle and product life cycle

marketing tools and media for the fashion industry:

print (e.g. magazines, and regional and metropolitan newspapers)

audio (e.g. radio)

visual (e.g. video, television and DVD)

electronic (e.g. email, websites and social media)

features of media (e.g. edi)torials, advertising, photos and testimonials

marketing events and promotional activities:

launches

fashion parades

exhibitions

shows

demonstrations

press conferences

media events

workplace practices

recording and reporting practices.