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Advertising Fashion

Advertising Fashion. Advertising the Product. Fashion Advertising: the paid communication between product maker or the seller and the audience or the customer Advertising: non-personal communication with a large group of people that is paid for by the seller. Effective Advertising.

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Advertising Fashion

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  1. Advertising Fashion

  2. Advertising the Product • Fashion Advertising: the paid communication between product maker or the seller and the audience or the customer • Advertising: non-personal communication with a large group of people that is paid for by the seller

  3. Effective Advertising • Increases sales • Increases product awareness • Improves company image • Accomplishes its intended purpose

  4. Targeting a Customer • Demographics (age, sex, race, education levels, income levels, location) • Psychographics (lifestyle, attitudes, values, habits) • Understanding who the customer is and what they do helps target the customer for a product

  5. Brand Building • Establishing an identity or image for a line of apparel • Branding requires: • Consistent advertising • Consistent image • Consistent quality • Consistent price lines

  6. Parts of a Print Ad • Headline • Body Copy • Illustration • Slogan • Trademark • Relevant reason to buy

  7. Relevant Reason to Buy • Persuasive language: advertising must appeal to the target audience and be relevant to the potential customer AND cause action now • Product Features: benefits to the customer that are clearly presented to the targeted customer

  8. Paying for the Ad • Cooperative Advertising: vendor shares the cost of the ad with a retailer paying up to 50% of the cost • Advertising Allowance: a % amount allocated to advertising cost based upon the dollar amount purchased by the retailer

  9. Paying for the Ad • Two major costs: • Production of the ad • Placement of the ad • Factors affecting costs: • Size or length of the ad • Number of consumers exposed to the ad

  10. Types of Media • Print Media • Newspapers, magazines, billboards, outdoor posters • Most frequently used • Placement in the publication affects costs and effectiveness

  11. Types of Media • Broadcast Media • Television, radio • National or regional • Cost directly related to the exposure level of consumers (number of viewers/listeners) • Radio not used in fashion advertising as often due to lack of visual appeal

  12. Types of Media • Direct Mail • Postcards, statement enclosures, catalogs • If targeted to right group, very effective • Cyber Media • Websites, email, online ads • Annemarie Iverson, Seventeen Editor-in-Chief was quoted in WWD as saying, “My readers are on-line eight hours a day.” • Tremendous growth potential

  13. Creating the Ad • Target the customer • Determine best options to reach the audience • Create ad’s message and theme that attracts attention, communicates the desired information, and causes action

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