Advanced Fashion Standard 8 Promotion Created by Kris

Advanced Fashion: Standard 8 Promotion Created by: Kris Caldwell Timpanogos High School

Fashion Promotion n Purposes of Fashion Promotion: n n n Inform: Create awareness Persuade: Convince customers of benefits of the product Remind: Reinforces where products are available

Promotion Levels n Consumer Promotion: n n n Trade Promotion: n n 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 n By a store to it’s customers Usually on a local level Centered around seasons and traditional buying patterns.

Fashion Promotion n Part of the Marketing Mix: Place, Product, Price, Promotion n n 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 n Promotion goals and objectives: n n 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 n Should relate to goals and objectives

Promotion Planning , cont. n Timing of Activities n n Media Mix n n n Newspaper, radio, etc Assignments of responsibility n n 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: n n n 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 n Cooperative Advertising: advertising done jointly by a manufacturer and a retailer with the cost shared n

Terms to know: n n n 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 n Newspaper n Advantages: Low cost for large coverage n Geographic selectivity n Products can be shown n n Disadvantages: Wasted circulation-not targeted n Short life-papers thrown out n Limited or poor color reproduction n

Advertising: Advantages and Disadvantages n Magazines n Advantages: Longer life span of message n Excellent quality of color and detail n More targeted readership n n Disadvantages: Limited demonstration value n Space is expensive n More professional preparation needed n

Advertising: Advantages and Disadvantages n Outdoor n Advantages: Can select geographic location n Repetitive viewing from audience n Minimal cost per viewing n n Disadvantages: Only a short, general message n Some wasted audience coverage n Considered offensive by some people n

Advertising: Advantages and Disadvantages n Direct Mail n Advantages: Control of what is sent n Precise selectivity of receivers n Results can be evaluated n n Disadvantages: High cost per receiver n Hard to get mailing lists n Consumer resistance-junk mail thrown out n

Advertising: Advantages and Disadvantages n Radio n Advantages: Universally used medium n Short preparation and lead time n Fairly low cost n n Disadvantages: No opportunity for visual impact n Message is fleeting, short life n Some wasted coverage n

Advertising: Advantages and Disadvantages n Television n Advantages: Very popular consumer medium n Can reach large audiences n Has sight, sound, motion n n Disadvantages: High cost of time and production n Message is fleeting n Longer lead time needed n

Advertising: Advantages and Disadvantages n Video: n Advantages: Attracts attention near merchandise n Has entertainment carryover n Can be replayed many times n n Disadvantages: Not effective advertising n Need special expertise to produce n

Advertising: Advantages and Disadvantages n Web Sites n Advantages: Interactive n Current to reflect newest trends n Instant worldwide market access n n Disadvantages: Audience limited to computer users n People can “click off” if not easy and understandbale n