Fashion Promotion
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Transcript Fashion Promotion
Advanced Fashion: Standard 8
Promotion
Created by: Kris Caldwell
Timpanogos High School
Fashion Promotion
Purposes of Fashion Promotion:
Inform: Create awareness
Persuade: Convince customers of benefits
of the product
Remind: Reinforces where products are
available
Promotion Levels
Consumer Promotion:
Trade Promotion:
Directly to consumers
On a national level
By textile and manufacturing firms
Preselling to consumers (so they ask for it)
Aimed within the industry
Stresses performance of the product
Can involve conventions and trade shows
Retail Promotion
By a store to it’s customers
Usually on a local level
Centered around seasons and traditional buying patterns.
Fashion Promotion
Part of the Marketing Mix: Place,
Product, Price, Promotion
Promotional mix: the combination of all
types of persuasive communication used
by an organization to market itself and
influence sales.
Promotion mix for fashion companies:
advertising, public relations and publicity,
visual merchandising, and special events
Promotion Planning
Promotion goals and objectives:
Used to evaluate the effectiveness of the
promotion
Could include selling certain merchandise, larger
sales in general, or increased market share
Message or theme
Specific Activities
Should relate to goals and objectives
Promotion Planning , cont.
Timing of Activities
Media Mix
Newspaper, radio, etc
Assignments of responsibility
How many messages to run
How often to run them
Length of time (weeks, month)
Specifies people and departments to create and
carry out each aspect of the promotion
Budget and Expenditures
Evaluation Methods
Terms to know:
Publicity any non-paid message that
communicates information about a company’s
merchandise, services, and activities
Public Relations a promotional technique that
uses any form of communication to create a positive
image for a business
Advertising a paid message that a business sends
about its fashion products or ideas
Terms to know:
Institutional Advertising: image or
corporate advertising designed to sell
public awareness and the reputation of
an organization as a whole, rather than
selling specific products
Cooperative Advertising: advertising
done jointly by a manufacturer and a
retailer with the cost shared
Terms to know:
National Advertising: ads sponsored by
companies that sell products on a nationwide
basis to create general demand for products
Regional Advertising: ads within an area of
adjoining states or a confined section of the
country
Local Advertising: ads sponsored by local
merchants that provide details about where
to find products and their prices and
quantities available
Advertising: Advantages and
Disadvantages
Newspaper
Advantages:
Low cost for large coverage
Geographic selectivity
Products can be shown
Disadvantages:
Wasted circulation-not targeted
Short life-papers thrown out
Limited or poor color reproduction
Advertising: Advantages and
Disadvantages
Magazines
Advantages:
Longer life span of message
Excellent quality of color and detail
More targeted readership
Disadvantages:
Limited demonstration value
Space is expensive
More professional preparation needed
Advertising: Advantages and
Disadvantages
Outdoor
Advantages:
Can select geographic location
Repetitive viewing from audience
Minimal cost per viewing
Disadvantages:
Only a short, general message
Some wasted audience coverage
Considered offensive by some people
Advertising: Advantages and
Disadvantages
Direct Mail
Advantages:
Control of what is sent
Precise selectivity of receivers
Results can be evaluated
Disadvantages:
High cost per receiver
Hard to get mailing lists
Consumer resistance-junk mail thrown out
Advertising: Advantages and
Disadvantages
Radio
Advantages:
Universally used medium
Short preparation and lead time
Fairly low cost
Disadvantages:
No opportunity for visual impact
Message is fleeting, short life
Some wasted coverage
Advertising: Advantages and
Disadvantages
Television
Advantages:
Very popular consumer medium
Can reach large audiences
Has sight, sound, motion
Disadvantages:
High cost of time and production
Message is fleeting
Longer lead time needed
Advertising: Advantages and
Disadvantages
Video:
Advantages:
Attracts attention near merchandise
Has entertainment carryover
Can be replayed many times
Disadvantages:
Not effective advertising
Need special expertise to produce
Advertising: Advantages and
Disadvantages
Web Sites
Advantages:
Interactive
Current to reflect newest trends
Instant worldwide market access
Disadvantages:
Audience limited to computer users
People can “click off” if not easy and
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