The Fashion Chanel

It all started in the year 1996 for “The Fashion Channel”, that’s when it is established under the entrepreneurship of two. The Fashion Channel has got a reputation for portraying various programs which are related to an iconic term called “Fashion”. TFC is the only network in the market which shows up the fashion related programs throughout the day and every day (24x7). Because of its competing nature, TFC has seen a constant period of profits and also stood as one of the famous networks which attracted 80 million viewers in the United States to subscribe the network. TFC adopted a Broad segmentation that also includes the marketing demographics that contributes to its success which helped experience steady profit growth each year since its origination in 1996.

Recently, however, TFC is been targeted by CNN and Lifetime created competitive programming, by creating programs like 30 and 60-minute fashion shows tend to be similar or better than TFC which grabbed the attention of many viewers. These two networks had certainly given a tuff competition in the hunt for the No.1 position. As Lifetime and CNN providing some quality fashion programs which attracted majority of the viewers, those two networks have turned out to be the threat for TFC. As the time elapsed, the viewer’s tend to decrease because of the low satisfaction which eventually hurt the revenue of TFC.

TFC has always provided its consumers a focus on fashion 24/7, this provides fashion expertise for men and women of all ages with a vision of “Fashion for Everyone.” TFC’s current goal was to maintain its leading status in the market with competitive ratings, advertising, and cable affiliations so looking for means to do so by adjusting its strategy to the growing competition. Fraizer, senior vice president of advertising sale, advised that in order to increase the TFC’s ad revenues either TFC has to decrease its ad pricing by 10% to increase its viewership by improving the quality and contents of the program.

It was then time to formulate a master strategy which could bounce the situation from negative y-axis to the positive y-axis. And it was the time, Dana Wheeler came into the blood of TFC. The main aim of TFC was to formulate a new strategy to bring back the viewers, increase the revenue and simultaneously increase the ratings of the network in the market. A survey of consumers by GFE Associates identifies four group that make up potential viewers: Fashionitas (the fashion devoted, who comprise 18% of those surveyed); Planners and Shoppers (enjoy of fashion, 35%); Situationlists (occasionally interested in fashion specific purpose, 30%) and Basics (generally uninterested in fashion, 20%). Attitudinal research by GFE indicates that male consumers tend to fall into basic group, while 61% of Fashionstas are women. TFC’s broad segmentation marketing