Four 'S' of Fashion : Fashion Mix for Success

Written by: Somesh Singh

The term "marketing mix" coined in 1953 by Neil Borden was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients". A prominent marketer, E. Jerome McCarthy, proposed a Four P classification in 1960, which has seen wide use. Similarly, it has been debated by many prominent designers and artists on what creates a "perfect fashion product". Fashion & Beauty is as old as human civilization and a part of the three basic needs of human beings. The beauty and adornment has been adopted through many interpretations amongst different societies and cultures.

The 'Tunic', for example, has been interpreted as Shirt, Kurta, Camisole, Chemise across cultures based on their requirements. Most fashion products of the 20th Century created phenomenal success if they had a perfect mix of Four 'S' of Fashion (Surfaces, Silhouettes, Styles and Seams). As a part of the fashion design process, the success of the fashion products depends upon the right mix of 4S for any market conditions in correct order & proportion.


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