Transcript Promotion may be done locally, regionally, nationally

UNIT F
FASHION
PROMOTION
6.01 Identify the
components of the
promotional mix.
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The communication
with customers
about products and
services to create
demand and
encourage
purchases.
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Promotion may be done locally,
regionally, nationally, or
internationally.
The goal of promotion is to
communicate with the largest target
audience possible.
Promotion helps to attract new
customers, increase sales to existing
customers, and stimulate brand
name recognition.
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Promotion should be designed to:
Create an awareness and understanding
of companies and/or products and to
introduce new products, inform consumers
or changing prices, and explain new
services.
Convince consumers about the benefits
or using certain products or patronizing
particular businesses.
Remind consumers where to purchase
certain products, to encourage purchases,
and to stimulate additional purchases.
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Promotion is one of the four major
elements of the marketing mix.
Product
Place
Price
Promotion
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Promotional
activities affect
how customers
view a company.
Deceptive or
misleading
promotion
practices can
harm a business.
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The combination of all types of
communication used by a business to
inform, persuade, or remind consumers
about a company and/or its products.
Promotional Mix Elements:
 Advertising
 Personal selling
 Publicity
 Public relations
 Sales promotion
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Any PAID form of
NONPERSONAL presentation
of ideas, goods, or services made
by an IDENTIFIED SPONSOR.
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PERSONALIZED, TWO-WAY
COMMUNICATION with a
customer in the process of
exchanging merchandise for money
or credit.
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Major form of promotion
Very expensive because it requires individuals
to make contact with potential customers
Designed to complete the sale once a
customer has been attracted to a business by
advertising, visual merchandising,
publicity/public relations, or special events
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NEWSWORTHY INFORMATION
about a company, product, or person
placed in the media AT NO
CHARGE with the purpose of
creating a desired image.
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Free
Carried by mass media. Mass media are
those instruments of communication designed
to reach the mass of the people.
Must be newsworthy to earn media space
and time
Must be timely, have local interest, and
appeal to medium’s audience
Seems more credible to consumers than
advertising
Company has little control over content of
message or how it is presented to the public
Can have a good or bad result
Helps make styles, manufacturers, retailers,
trends, or designers better known to the public
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A written news story sent as
publicity to a newspaper or
magazine.
Used to create public
awareness of store openings,
civic events at store locations, or
announce employee promotions
Used to create a positive
image and awareness about a
company, designer, or product
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Promotional information
packages that contain press
releases and photographs.
Help create awareness of
products or designers’ latest
fashions and apparel items
Serve as free advertising for
the business if pictures are
published by the media
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Activities designed to build
positive relations with the
customers, employees, and the
community.
Participation in community
programs
Effective PR can help build a
positive image for a company, but
cannot cover up bad news.
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Attractive and appealing physical
display of merchandise combined
with effective store layout and décor.
Entices customers to
enter the store
Enhances store image
Effectively presents the
merchandise that the store
has to offer
Shows customers how to
wear and accessorize
merchandise
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Promotional activities designed to
increase customer traffic, sell goods,
and improve company image.
Fashion shows
Trunk shows
Special sales
Celebrity appearances
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Coordinating the Promotional
Mix Elements
Most businesses rely on more
than one form of promotion to
achieve promotional goals.
The promotional mix is based
on product characteristics and the
existing market for the product.
The promotional mix changes
over time, just as products and
consumers change.
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Coordinating the Promotional
Mix Elements (cont.)
Each promotional activity
should be designed to complement
the other types of promotion being
used by the business.
National advertising should be
coordinated with local
promotional activities.
Sales staff should be informed of
promotional activities taking
place.
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Promotional Approaches
During the Fashion Cycle
Introduction. Promotion is used
to introduce trends and create
interest in new merchandise.
Rise. Promotion is used to
motivate customers and increase
desire for merchandise.
Peak. Promotion is used to
persuade consumers that the
business’s version of a product is
best and why.
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Promotional Approaches
During the Fashion Cycle
Decline. Promotion is
designed to gain customers’
loyalty with reduced prices and
reinforce their choice.
Obsolescence. Promotion is
used to emphasize large
markdowns.
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