Transcript Fashion Advertising

Fashion Promotion Through
Advertising and the Press
Objectives:
Explain the purposes for, and levels of, fashion
promotion
Describe fashion promotion planning, follow-through,
budgeting, and ethics
Summarize the purposes for, and types of, fashion
advertising
Describe advertising agencies and freelancers
Summarize advertising strategy and media
Explain how to develop effective print advertisements
Identify parts of print advertisements
Define public relations and publicity
Give examples of the fashion press
Fashion Promotion
Promotion mix in
fashion includes
advertising, public
relations, publicity,
visual merchandising,
and special events
Mix based on
characteristics of
products and the
market
Advertising
Mix
Fashion Cycle Promotion
PEAK
Store persuades consumers that theirs is the best
RISE
Motivate consumer to increase
desire for fashion
INTRODUCTION
Introduce trends and create
interest in new fashions
DECLINE
Gain consumer loyalty with
reduced prices
OBSOLESCENCE
Stores emphasize price
with large markdowns
Purposes of Fashion
Promotion
Inform
Persuade
Remind
Consumers gain
information about what
they want, why they
want it, and when and
where to buy it
Encourages additional
purchases
Promotion Levels
Distribution
chain
Promotion
happens
through all
levels of
production
and
distribution
Textiles
Trade
Promotion
Apparel
Retail
Promotion
Retail
Consumer
Promotion
Consumers
Promotion Program
6-Month Plan
Promotion goals and objectives for
selling certain merchandise; depends
on

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
How long company has been established
Size, location, image, and philosophy
Nature of the competition
Message or theme
Specific activities
Timing of the activities
Media mix to be used
Assignments of responsibility
Budget
Evaluation methods
Putting the Promotion
Plan into Action
Six-month plan


Calendars chart each
promotion activity
month-by-month
Show planning,
budgeting, and
preparation needed
before each event
Stores may involve the
following:


Promotion directors
Ad agencies or
consultants
Calculating Promotion
Expenses
Usually 5%-8% of firm’s
anticipated annual sales
Use previous year’s
expenditures as a base
and then add percent
based on sales trends
Sometimes based on
what competitors spend
(hard to obtain this
information)
Allocating Promotion
Budgets
Top-down

Senior management
develops promotion budget
allocations
Bottom-up

Merchandising employees
develop a promotion plan and
estimate budget needed to
carry out plan
Affordability

Allocating what company
feels they can afford
Ethics in Promotion
Deceptive promotion
occurs when information
presented misleads
Deceptive prices
 Retailers put higher prices
on items before marking
them down
Deceptive products
 Making false or misleading
claims about products
Deceptive sales
 Bait and switch
Types of Advertising
Product

Designed to sell specific
merchandise or services
Institutional

Designed to sell the
image or reputation of an
organization
National

Companies that sell
products nationwide
Regional and Local

Retailers in same area
Cooperative Advertising
The sharing of
advertising and its costs
by two or more
organizations
Producers of brand-name
goods may help retailers
with local advertising and
costs
Manufacturers may place
restrictions on retailers to
qualify for co-op money
Pros and Cons to Coop
Additional product
exposure
Share ad costs
Producer prestige
Retail prestige
Manufacturers get
retailer feedback
Local ads get better
placement and cost
May tempt retailers to
buy wrong products
Lots of record keeping
Retailers may
overcharge manufacturer
Effects stores with set ad
contracts
Competition
Extra work for buyer and
ad departments
Advertising Services
and Strategies
Advertising agencies
provide advertising
expertise
Help in planning an
advertising platform
that



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Defines target market
Summarizes product
features that will please
Sets general theme
Coordinates
advertising pieces
Advertising Media Forms
Newspapers
Magazines
Outdoor (billboards)
Direct mail
Product packaging
Radio
Television
Video and DVD
Web sites
Effective Print Ads
Motivate consumer to buy
Eye-catching
Communicate clearly to
target audience
Components of print ads

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Headline
Copy and illustrations
Logo and/or slogan
White space
Layout: How elements of
ad are put together
Public Relations
Activities planned to build
good relations with
customers, stockholders,
government, community
groups, and labor
Publicity: Unpaid media
coverage about an
organization
Press releases: Written
“news” to media that they
may or may not use
Functions of the Fashion
Press
Communicate fashion information
to consumers
Publish advertisements
Shop worldwide markets for
newsworthy styles
Perform market research
Influence manufacturers to create
new items
Provide industry information
Provide point of sale ads to
retailers
Fashion shows and seminars
Do You Know . . .
Have you ever been
tricked by a deceptive
price or product
promotion practice? A
deceptive sales
practice?
How would you design a
press kit for a new jean
called “Easy Rider?”
What information would
it contain?