Page 130 - Social Sciences Humanities - The Ontario Curriculum Grades 9 to 12 - 2013

Grade 11, College Preparation
C1. Consumer Behaviour and Fashion Marketing: demonstrate an understanding of consumer behaviour and marketing strategies, including specific social marketing promotions, associated with the fashion industry;
C2. Fibres, Fabrics, and the Environment: demonstrate an understanding of fibres, fabrics, and finishes, and of the environmental impact associated with their production and use.
C1. Consumer Behaviour and Fashion Marketing
THE ONTARIO CURRICULUM, GRADES 9–12 | Social Sciences and Humanities
SPECIFIC EXPECTATIONS
By the end of this course, students will:
C1.1 explain the elements of marketing in
the fashion industry (i.e., product, placement, price, promotion)
Teacher prompt: “What are some of the factors that marketers consider when deciding on the price of a fashion item? Why does a low price not necessarily lead to higher sales?”
C1.2 explain strategies that fashion marketers use to create a sense of need among consumers, and describe the effects of these strategies
(e.g., manufacturing demand for clothing that has “cool” labels/logos; convincing consumers to replace garments that are out of style rather than worn out; creating a market for positional goods, whose value
is based on exclusivity, and knock-offs of these items)
Teacher prompts: “What type of running shoes do you wear? Why?” “What is meant by the term positional goods in the context of fashion? What impact do such goods have?” “When you view fashion advertisements, how can you determine which markets are being targeted and which groups are being excluded?”
C1.3 explain how marketing in the fashion indus­ try can affect consumer behaviour (e.g., impulse buying, accessorizing, combination buying, buying items endorsed by celebrities)
Teacher prompts: “Why do store window dis­ plays feature fully accessorized mannequins?” “Have you ever bought more items than you intended or needed because a store was having a sale? Have you ever made an impulse purchase of an item displayed near the cash register? What does this behaviour indicate about the effectiveness of these marketing strategies?”
C1.4 describe strategies that consumers can use to make informed and responsible fashion purchases (e.g., checking textile labels, comparison shopping, checking warranties/guarantees, wardrobe assessment, checking return policies, investigating the working conditions under which the garment was produced and sold)
Teacher prompts: “What types of fashion items are covered by warranties/guarantees? Why is it important to be aware of such guarantees when shopping for such items?” “What constitutes a socially responsible fashion choice?” “To what extent do fair-trade products guarantee ethical working conditions?”
C. MARKETING,ENVIRONMENTAL RESPONSIBILITY, AND CONSUMER BEHAVIOUR
OVERALL EXPECTATIONS
By the end of this course, students will:
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