Manufacturing Promotion and Marketing Fashion and Design Merchandising

Manufacturing, Promotion, and Marketing Fashion and Design Merchandising

Fashion Promotion and Retailing �Fill in the blanks about fashion promotion and retailing (worksheet) • • • Retailing Specialty E-tailing Variety stores Anchor Odd lot Stock Loss leader promotion • • • Basic stock Purchase order Scanners (scanning) Open-to-buy Off-price discounters Leased

Channel of Distribution Where can a person buy clothing and fashion items from? Name as many as possible (not individual stores but types)

Textile Producers Apparel Manufacturers Retailers Consumer s Channel of Distribution

Manufacturers vs. Retailers �Sell directly to businesses �Sales Reps interact with retail buyers �Sell large quantities in a few transactions �Negotiate prices (more you buy, less per unit) �Sell directly to public �Associates interact with consumers �Sell small amounts in many transactions �Set price which involves higher unit selling price

Retailing terms �Markup- difference between the store’s cost of goods bought and the retail price of goods �Markdowns- price reductions made in hope of getting rid of certain goods (end of season, moves excess merchandise) �Odd-figure pricing- retail pricing that is a few cents less than the next higher dollar

Types of stores Department stores Mail-order Telecommunicatio n Franchise s Branch stores Retail stores Specialty stores Chain stores Discoun t stores

http: //www. supplychain 247. com/photos/multi_channel_distribution_in_the_a pparel_industry/2

Costing �Different costs are associated with production and selling �Some are fixed costs (cost of labor, equipment, marketing, design costs, building use, grading and pattern making) – up to a certain amount �Some are variable (cost of materials, transportation) �When determining a price, producers must take all of this into consideration �What do retailers need to consider when they set the price of the goods to be sold?

From beginning to end (ws) �Complete the back side of the worksheet and describe how a garment would go through the process.

Promotion Advertising and Publicity

Promotion �Advertising- paid promotional messages by identified sponsor • Visual Merchandisingpresenting goods in an attractive and understandable manner (displays, mannequins, contests) �Publicity- free promotion, nonpaid messages to the public about a company’s merchandise, activities, or services • Video Merchandisinguses videos in retail stores to show new fashion trends, promote merchandise and build customer traffic

Advertisements �Methods are used in tv commercials, radio commercials, billboards, and magazine advertisements �Many approaches are used

Fantasy or Lifestyle

Sensuality

Testimonials

Slice of Life �http: //www. ispot. tv/ad/7 fbr/vicks-dayquil-sick-dayfeaturing-ted-ligety

Humor �http: //m. youtube. com/watch? v=F 3 Vw. Jm 4 Np. J 4

Comparison �https: //www. youtube. com/watch? v=23 LZMSf 2 ljk

Reasons Why �http: //www. ispot. tv/ad/7 Bk. A/cadillac-elr-work-hard

Causes

Your Turn �Find three advertisements (videos or magazines) that use one of these approaches to advertising �You will have to explain how each one uses that approach.

Marketing critique �'Disabled' Mannequins Remind Us That Beautiful Doesn't Mean 'Perfect' (VIDEO) http: //m. huffpost. com/us/entry/4379586/ � 5 Minutes Of What The Media Actually Does To Women http: //www. upworthy. com/5 -minutes-of-what-themedia-actually-does-to-women-8? g=2&c=ufb 1

Branding �What is a brand? �A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. �Purpose of branding �Get your prospects to see you as the only company that can provide a solution to their problems http: //marketing. about. com/cs/brandmktg/a/whatisbranding. htm

Brands �What are some brands that you trust? �Why?

http: //360 east. com/blogfileupload/top_brands_2004. jpg

Hangtags �Detachable signs made of heavy cardboard, affixed with string, staples, pins, etc. , to parts of garment such as buttons, zippers, underarm, seams, belt loops, etc. �What company wants you to know!!! �Performance features, special finishes, reinforced areas, reversibility, adjustability �Contain symbol or logo of company to increase brand recognition

Labels �Durable, permanently attached inside of garment, made of ribbon or cloth so as not to unravel �Could be stamped with indelible ink or fused to fabric �Must contain: �Fiber content and percent (by generic name), country of origin, care instructions required to maintain best quality

Packaging �Often repeated information from labels or hang tag �Includes measurements �May be bag, paper wrapping, box, etc.

Clothing Legislation �Large variety of laws set by the Federal Trade Commission (FTC). �Where fabric came from? �Fur? Flammable? �Page 263�Textile Fiber �Permanent Care

Your Turn �You are going to think about a company name that you would like to call your self- then you are going to make a hangtag for that company. What does it represent?