The Fashion Chanel

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| Fashion Case Report | | | | | | The Fashion Chanel (TFC) is a successful Cable TV Network that prides itself in being the only network that provides viewers an opportunity to enjoy fashion news/programs 24 hours a day, 7 days a week. In the past years TFC has flourished and enjoyed constant revenue and profit growth, however this success is threatened due to other Networks investing in certain fashion-specific shows that eat into TFC’s viewer totals. TFC is a 24/7 network, thus has a “broad” (Fashion for Everyone) approach towards marketing has been the theme thus far, a theme that has worked up on till now which poses the question as to if segmentation is the change that is needed to post better numbers against competitors. As a Network solely based on fashion TFC is having problems attracting a more profitable demographic (18-34 age range). TFC’s current competition(CNN and Lifetime) however seems to be profiting very well from catering to a certain demographic which in turns leads to better advertisement deals that TFC currently has. Since TFC is a 24/7 network a “broad” (Fashion for Everyone) approach towards marketing has been the theme thus far, a theme that has worked up on till now which poses the question as to if segmentation is the change that is needed to post better numbers against competitors. The Problem here is not that TFC’s profits are being threatened; it is that the market is changing and TFC is being slowly left behind. Being a 24/7 Fashion Only Network, it is not necessarily as desirable as say ESPN, hence it is critical to target the right viewers thus offering advertisers an attractive mix of viewers when compared with what competitors are offering. Research has shown that TFC viewers were predominantly women between the ages 35 and 54. The demographic that CNN and Lifetime were attracting were women between the ages

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