Transcript Promoting Fashion

Chapter 12
Promoting Fashion
Promoting Fashion
Visual Merchandising and Display
Fashion Advertising and Promotion
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Promoting Fashion
Chapter Objectives
Explain the purpose of visual merchandising in
the fashion industry.
Describe the display areas of a store.
Identify the design elements of displays.
Explain the four components of the promotional
mix.
Describe a fashion promotion plan.
Discuss how designers and manufacturers use
branding and licensing.
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Promoting Fashion
Visual Merchandising
for Customers
Visual merchandising has
existed since retail vendors
began selling to
customers.
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Promoting Fashion
Visual Merchandising
Today
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Promoting Fashion
Creating Visual
Merchandising
The four types of display areas are:
Storefront
Store
layout
Store
interior
Target
specific
customers
Interior
displays
The goal of effective visual merchandising is to sell goods by
promoting the store image and creating a positive shopping
experience for the customers.
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Promoting Fashion
The Storefront
Storefront visual merchandising features include:
Signs
Marquees
Entrances
Window
displays
Gives the first impression of a store.
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Store Front
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Promoting Fashion
The Store Layout
The store layout is the arrangement of floor space in order
to promote sales of fashion products.
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Promoting Fashion
The Store Interior
Merchandising techniques used in the store
interior include:
Lighting
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Color
schemes
Store
fixtures
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Promoting Fashion
Interior Displays
Interior or in-store displays are created using:
Space
design
Fixtures
and
hardware
Mannequins
Floor and
wall
coverings
In-store
signage
Creates visual excitement
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Promoting Fashion
Interior Displays
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Promoting Fashion
Design Elements of
Display
Visual display personnel use three design
elements to create displays:
Color
Lighting
Harmony
Balance
Proportion
Rhythm
Emphasis
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Promoting Fashion
Interior Display
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Promoting Fashion
Fashion Display Themes
Visual merchandisers use the display elements
when developing their fashion merchandising
themes.
A theme gives a store focus and provides a
consistent look within the store and within a group
of stores.
Themes are planned well in advance.
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Fashion Display Themes
Recent or
upcoming
events
Cultural
activities
Types of Themes
Historical
events
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Current
fashion
trends
Seasonal
color
palettes
Store
promotions
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Promoting Fashion
Fashion Display Themes
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Promoting Fashion
Fixtures
Display cases, counters,
shelving, racks, benches,
and tables are examples of
fixtures.
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fixtures permanent or
movable furnishings that
are used to hold or
display merchandise
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Promoting Fashion
Fixtures
Some vendors require that stores
present their merchandise on special
fixtures that display the designer
name.
Video
Levi Strauss uses the Internet to
show retail merchants the required
display racks and how many
garments should be place on each
rack.
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Promoting Fashion
Importance of Visual
Merchandising
Clear communication is the key to visual
merchandising success.
Visual merchandising promotes the image and
merchandise of a fashion business, as do
promotion and advertising.
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Promoting Fashion
12.1
1.
What are the four key display areas in a
store?
2.
What are the types of fixtures used in retail
stores?
3.
What are the common themes used in visual
merchandising?
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Promoting Fashion
Promotion and the
Promotion Mix
Promotion is a component
of the marketing mix.
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promotion any form of
communication a
business uses to inform,
persuade, or remind
people about its products
or to enhance its image
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Promoting Fashion
Promotion and the
Promotion Mix
The promotional mix is a
combination of the four
components of promotion.
Each component plays a
critical role in promoting
fashion businesses and
products.
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promotional mix any
combination of the four
components of promotion:
sales promotion, public
relations and publicity,
advertising, and personal
selling
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Promotion and the Promotion Mix
Sales
Promotion
Public
Relations and
Publicity
Promotional
Mix
Personal
Selling
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Advertising
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Promoting Fashion
Sales Promotion
There are two main types of
sales promotion—trade
promotion and consumer
promotion.
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sales promotion any
form of communication a
business uses to inform,
persuade, or remind
people about its products
or to enhance its image
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Promoting Fashion
Sales Promotion
Trade promotion occurs
within the industry.
Consumer promotion is
used by manufacturers and
retailers and is directly
targeted to the consumer.
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Sales Promotion
Fashion shows
Special
appearances
by designers
Trunk shows
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Contests
Examples of
Consumer Sales Promotions
Sales
Premiums
Free services
E-mail offers
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Promoting Fashion
Sales Promotion
Like other promotional
activities, fashion shows
can be targeted to different
audiences.
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fashion shows
special events that are
theatrical with live
models presenting
fashion apparel and
accessories.
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Promoting Fashion
Public Relations and
Publicity
The exposure and goodwill
generated by public
relations is valuable
because it may promote
sales and create a good
image.
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public relations a
promotional technique
that uses any form of
communication to create
a positive image for a
business
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Promoting Fashion
Public Relations and
Publicity
Fashion professionals use
publicity to get their
message out to the public.
Press
releases are
one
form of
publicity.
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publicity any non-paid
message that
communicates information
about a company’s
merchandise, services, and
activities
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Promoting Fashion
Advertising
The purpose of advertising
is to inform, remind, and
persuade.
advertising a paid
message that a business
sends about its fashion
products or ideas
An advertisement is
designed to attract
attention, develop
interest, create desire,
and produce action.
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Advertising
Attention
A
I
Interest
D
Desire
A
Action
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Promoting Fashion
Advertising
There are two main categories of advertising:
Promotional advertising
– Designed to increase sales, introduce new products,
explain product features and benefits, and support
selling efforts
Institutional advertising
– Designed to create a favorable impression and
goodwill for a fashion business
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Promoting Fashion
Advertising
There are four categories of advertising media:
Print media
– Magazines, newspapers, directory advertising,
direct mail, outdoor advertising
Broadcast media
– Television, radio
Online media
Specialty media
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Promoting Fashion
Planning Fashion
Promotion
A fashion promotion plan
outlines the organization,
budget, preparation, and
details of a promotional
event.
Retail fashion marketers
usually develop their
promotional plans in
six-month increments.
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fashion promotion plan
the detailed, written guide
a business develops that
states which promotional
components will be used
to reach specific goals in
a designated period of
time
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Promoting Fashion
Planning Fashion
Promotion
The promotional budget can be a percentage of
the business’s net sales.
That percentage is usually between 5 and 10
percent.
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Promoting Fashion
Fashion Branding and
Licensing
A consistent promotional
message must be used to
develop a brand image.
brand a name, design,
or symbol (or combination
of them) that identifies a
business or organization
and its products
In fashion, brand building
refers to the creation of an
identity for a fashion
product.
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Promoting Fashion
Fashion Branding and
Licensing
Private label merchandise is
merchandise that is
produced to the exact
specifications of a retailer
and includes the store’s
own trademark or brand
name.
Example: JC Penney’s
Arizona line
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Promoting Fashion
Fashion Branding and
Licensing
Licensing is used when a
designer or manufacturer
decides to let others use its
brand name.
Royalties are
paid to the
licensor in
exchange for
licensing
rights.
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licensing a legal
agreement that gives
manufacturers the
exclusive right to produce
and promote fashion
products that display the
name of the designer
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Promoting Fashion
Promotion and Fashion
Marketing
Fashion marketers choose the promotional mix that will
be most effective in persuading potential customers to
purchase a company’s fashion products.
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Promoting Fashion
On the Wire
A wire
serviceanise-tail
a news
organization
provides
breaking
Operating
business
on an that
electronic
channel—the
news.
These days
wire services
have gone
online
to provide
Web—can
be costly,
due to design,
delivery,
returns,
and
operating
expenses.headlines around the world.
instant
breaking-news
Though
Many larger
dot-com
companies
crashed
The
same current
information
about
news and
eventsininthe
the
1990’s,
small
stores
like Harris
Cyclery
West Newton,
fashion
world
is also
online.
Celebrity
and of
designer
news are
Massachusetts, actually increase sales using a basic Web
broadcast from fashion centers around the globe. Highlights of
site. Today, a third of Harris’s bicycle business rides in on
international
shows and
fashion
events are
sent
the Web tofashion
get hard-to-find
parts
and personal
service.
instantaneously to newsrooms and broadcasters.
Describe an e-business’s home page to your class after
viewing one through marketingseries.glencoe.com.
For more information, go to marketingseries.glencoe.com.
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Promoting Fashion
12.2
1. What are four types of advertising media?
2. What is publicity?
3. What is the difference between trade and
consumer promotion?
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Promoting Fashion
Checking Concepts
4. Some
1.
2.
3.
Stores
The
Features
goal
types
use
of visual
visual
aof
1. Identify one reason that
store layouts
merchandising
storefront
include:
are
to to
is
stores use visual
project
help
signs,
free-flow,
sell
marquees,
angoods
spine,
imagebyto
merchandising.
customers.
promoting
entrances,
loop,
and grid
aand
store’s
2. Explain the goal of
image and
window
layouts.
displays.
creating
a positive shopping
visual merchandising.
experience.
3. Identify the visual
merchandising features
of a storefront.
4. Describe types of store
layouts.
continued
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Promoting Fashion
Checking Concepts
5. List the key design
elements of displays.
6. Identify the four
components of the
promotional mix.
7. Define a fashion
promotion plan.
continued
A fashion
promotion
5. The
6.
7.
Display
promotional
design
plan
is a detailed,
elements
mix
components
include
written
guide
color, lighting,
include
salesa and
business
harmony.develops
promotion,
public
that
statesand
which
relations
promotional
publicity,
components
will be
advertising, and
used
to reach
personal
selling.
specific goals in a
designated period of
time.
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Promoting Fashion
Checking Concepts
Critical Thinking
8. Discuss the concept
and importance of
brand building for
fashion businesses.
8. Brand building refers
to the creation of an
identity or image for a
fashion product.
A brand identifies a
business or
organization and its
products. A company
can license a
successful brand to
other companies and
promote and profit from
its brand.
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