Transcript File
Obj. 4.02
Understand Buyer’s Market
•
Effective Marketing can
often make the
difference between
success and failure for
an apparel company.
•
Designers and
Manufacturers hire PR
firms to handle
extensive arrangements
for Collection and
Market Week openings.
In the Global Apparel
Market
Marketing refers to:
•
•
•
Publicity
Advertising
Activities used to
promulgate brand-name
recognition and generate
sales.
•
A “run of show”
(numbered list of models
to be shown)
is given
out at show to
journalist &
manufacturers best
customers.
•
Digital invitations &
mailed invitations
are also sent to
journalist &
manufacturers best
customers.
•
Promotional items
such as shopping
bags, t-shirts and
umbrellas with the
manufacturer’s name
on them, can serve as
walking
advertisements.
Fashion programs
are an amazing
opportunity for
designers to have
“free” publicity.
Examples are:
• E!
• CNN
• MTV’s “House of
Style”
A dossier or press
kit is prepared and
sent to each
journalist either by
e-mail or a mailed
CD.
Kit includes:
Collection Photos
Press release
Biography of designer
•
The Academy Awards
has become the
“world’s” largest
fashion show.
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Competition to dress
the stars is
becoming fierce &
the publicity of
having a star
photographed in a
designer’s collection
is priceless!
Designers often
donate gowns to
celebrities to
wear in public.
Planning, Writing, Producing & Scheduling
of paid announcements designed to attract
potential customer’s attention to the
manufacturer’s merchandise.
Companies such as GAP, NIKE, Ralph
Lauren, & LEVI Strauss & Company
spend the largest amounts
on advertising.
Manufacturer’s use both
trade & consumer media to
reach both markets.
Captures the spirit of
the brand and builds
brand identity.
Searches to
manipulate
consumers feelings.
Tries to get consumer
to buy into a lifestyle, first on a
psychological,
emotional, or
aspirational level &
then on a product
level.
Uses controversy,
humor, celebrities,
sex or shock to get
attention.
Cost fashion
companies millions of
dollars in advertising
yearly
Command huge sums of
money to help shape a
companies image.
Receive free clothes in
the hopes they will wear
them in public.
Ad companies arrange for
celebrities to be
photographed in
clothing.
Swim and
activewear
companies use
athletes for models.
Manufacturers choose
one item from a
collection to be in an
ad.
Manufacturers usually
see direct sales
response.
Manufacturers work together
or become partners
financially with textile
producers and retailers on
advertisements.
This allows the public to
become more aware of the
brand names.
This “cooperation” often
saves the manufacturer up to
50% of their advertising
budget.
Manufacturers
often
provide retailers
with aids that they
can use in their
advertising,
publicity, and public
relations.
Personal
Appearances
In-Store
Videos
They
might use one
or more of the
following aids.
Clinics
Image Book
Look Book
For customers and or sales associates
to learn about the product and how
pieces work together.
Hangtags
Mini catalog that shows a sampling of
a collection.
Tag that helps carry out a designer or
brand image.
Glossy Photographs
Photographs of merchandise provided
to stores to be used for publicity or
advertisements.
Statement Enclosures
Radio Scripts & TV
Commercials
Stores can “tag” media spots & run
them in their local area.
Designer Trunk Show
Small mailing pieces, similar to
pages in a catalog.
Designer brings entire collection to
buyer. Hard work, but a great way
for a new designer to get known.
Display Fixtures
Manufactures provide to stores to
improve visual merchandising.