Fashion Promotion

1. Fashion Promotion HNB 4MI

2. Fashion Advertising • Advertising involves: • Planning • Writing • Producing • Scheduling Its purpose is to inform, remind, and persuade the consumer. Typically advertising is the most recognized and visible element of a promotional campaign and thus absorbs the largest part of a promotional budget.

3. AIDA • The acronym AIDA is used to describe advertising: • Attention + Interest + Desire + Action

4. Types of Advertising Media Advertising media is typically grouped into the following four categories: • Print media • Broadcast media • Online media • Specialty media

5. Print Media • Print media is divided into two categories; • In-home media and out-of-home media • In-home media includes newspapers and magazines, direct mailings such as newsletters, brochures, letters, catalogues, circulars, and invitations to events, as well as directory advertising which includes association publications and telephone books. • All forms of billboards, free standing signs, posters, banners, transit advertising etc. are considered out-of-home media.

6. Broadcast Media • Television and radio are forms of broadcast media. • Advertising uses this form of media to target a specific audience in relation to the station and channel, as well as the programming.

7. Online Media • This form of advertising puts advertising on the Internet in the form of banner ads and popup ads. • E-mail advertising to potential and existing customers is another form of advertising. • Web sites developed by fashion companies and magazines also incorporate advertising into their pages.

8. Specialty Media • This form of media includes items such as pens, magnets, sticky notes, manicure sets, T-shirts, hats, calendars, note pads etc. that imprint on the product the company's name, logo, telephone number, or address etc.

9. Advertising Classifications • Regardless of industry market segment, there are two distinct categories of advertisements used to capture the customer's attention; promotional advertising and institutional advertising.  • Promotional advertisingis used to sell specific products. • Institutional advertising on the other hand is focused on projecting a specific image, favourable impression, goodwill, and announcing a special event. This form of advertising focuses on image rather than product. • Typically, companies at every segment of the industry use both advertising formats.

10. Image Advertising • Both designers and manufacturers use image advertising to try to capture the “spirit of the product and build brand identity” (Fings, 2002, pg. 269). • In this form of advertising the actual product is secondary to building brand identity. • In other words the focus of this advertising is to have the consumer buy into a lifestyle.

11. Cooperative advertising • Manufacturers share advertising costs with both textile producers and retailers to make consumers more aware of products, especially brand names. • Such sharing of advertising costs is called cooperative advertising. • For example, a textile producer may wish to motivate a designer to use their fabrics in a collection and thus assist with advertising costs. • Advertising costs are shared in cooperative advertising because each participant benefits from the arrangement.

12. Special Events and Sales Promotion • Special events and sales promotions are organized at every market segment of the industry. • Special events and sales promotion may be a one-day event or a major affair that may last for several weeks. • Fashion shows, designer trunk shows, designer and celebrity appearances, demonstrations, in-store clinics and personal improvement sessions, charitable celebrations, theme parades, special sales, contests, product sample give-a-ways, and rewarding purchasers with premiums are some examples of special events and sales promotions used in the industry.

13. Fashion SHows • These shows run during fashion week and market weeks they are not the only shows known in the industry. • The fibre industry also produces fashion shows. For example, DuPont's annual Lycra® spandex show is a major event to which designers are invited. • Retailers may also organize fashion shows to engage and motivate customers. • Often these shows are organized jointly with apparel manufacturers and producers. • Some fashion magazines sponsor fashion shows for retailers, designers, manufacturers, fibre producers, and the media in an effort to build relationships and thus sell advertising space in their publication (Diamond & Diamond, 1997, pg. 469 - 473).

14. Designer Trunk Shows • Trunk shows are a special event that many designers and upscale manufacturers and producers use to promote their collections and lines. • A designer's or manufacturer's entire collection is brought to a retail establishment for at least one day for customer viewing. • Typically the designer or a company representative accompanies the collection to respond to customer questions. • Customers may order special-order items or have some styles customized for their special needs during a trunk show (Diamond & Diamond, 1997, pg. 469 - 473).

15. Celebrity appearances • Many designers and celebrities make personal appearances at retail establishments. • It is hoped that their charismatic personalities will draw customers and translate into sales throughout the establishment.

16. Demonstrations • The purpose of demonstrations is to capture the customer's attention. Through demonstrations, customers learn about the product and how the product is used. • The cosmetic industry typically uses demonstrations to entice customers to try and hence purchase products.

17. In-Store Clinic • Manufacturers have learned that more merchandise is sold when the sales associate and the customer have a thorough working knowledge of the product and how it is used. • Often designers or manufacturer representatives will hold such clinics and use demonstrations, videos, and slide shows to supplement their talk.

18. Personal Improvement Sessions • Retailers may organize seminars that have a proper dress and personal grooming focus. • These events are typically held away from the retail floor and feature a fashion consultant, make-up artist, hairdresser etc. • These sessions tend to make participants purchasers (Diamond & Diamond, 1997, pg. 469 - 473).

19. Product Sampling • This promotional focus requires the giving away of product to a prospective customer. • Cosmetic and fragrance manufacturers typically use this promotional tool most often. • The manufacturer supplies the retail establishment with sample items that are given free to customers with a purchase. • This technique is often used prior to Christmas when retailers are very busy (Diamond & Diamond, 1997, pg. 469 - 473).

20. Premiums • Cosmetic and fragrance manufacturers and retailers may reward purchasers with premiums that are typically free or inexpensive. • Examples of premiums include cosmetic items, cosmetic case, T-shirts, umbrellas, shopping bags etc. • Often these items will include the retailer's name and thus advertise the retailing establishment (Diamond & Diamond, 1997, pg. 469 - 473).

21. Public Relations and Publicity • Public relations may be defined as a “promotional technique that uses any form of communication to create a positive image for the business” • Publicity, a form of public relations, is defined as “any non-paid message that communicates information about a company's merchandise, services, and activities” • Other Promotional Aids: • Image Books: mini catalogues that show a sample of a designer’s collection, also known as a look book • Statement Enclosures: small mailing pieces that resemble a catalogue with photographs or pieces from a collection • DVD/Videos: training videos, or videos sent to clients and buyers • Photographs: or posters of merchandise are typically given to retailers to be used for publicity and advertising purposes.

22. Visual Merchandising • Visual merchandising refers to the integrated look and feel of a manufacturer's or designer's showroom, or retail establishment. • The purpose of visual merchandising is to communicate to the customer, on a daily bases, the company's fashion statement or message. • The ultimate goal of visual merchandising is to sell products by promoting a positive image and shopping experience. In other words, visual merchandising “promotes the image and merchandise of a fashion business” (Ekstrom & Justiss, 2006, pg. 247).

23. The showroom or store environment of an industry business is typically carefully and thoughtfully designed to: • Give a favourable impression • Enhance the customer's experience • Arouse the customer's interest • Put the customer in a positive shopping mood. Within the showroom or retail store the customer will greet visual presentations or displays. The purpose of these displays is to capture the customer's attention and “present the visual and artistic aspects of a product to target a specific group of customers” (Ekstrom &Justiss, 2006, pg. 242).

24. Visual Presentations Within a retail establishment visual presentations or displays are required in the following four areas: • Storefront • Store layout • Store interior • Interior displays

25. Storefront • The storefront is the exterior of the retail establishments and as such influences the customer's first impression. Typically visual merchandising of the storefront includes store sign, store entrance, marquees, and window displays. • Window Displays: Window displays are “the silent sellers for many retailers” especially when store windows line a street (pg. 477). Typically store windows are changed weekly and special attention is given to windows during Christmas, introduction of a designer's collection, sales, and introduction of a new private label. They can also create a mood or theme for the store.

26. Store Layout • Store layout refers to the arrangement of fixtures and displays etc. in relation to the floor space. • Stores should be laid out in a manner that enhances customer movement, allows the customer to see and touch the merchandise, and promote sales. • These layouts are referred to as free-flow, grid, loop, and spine.

27. Store Interior • Aside from the store layout, visual merchandisers use lighting, colour, and fixtures to enhance the customer's experience. • Manufacturers will sometimes provide store fixtures so as to enhance the visual merchandising of a designer's collection.

28. Interior Displays • Much attention is typically given to interior display as they help the customer visualize the wearing of fashion products, as well as enhance the appearance of the store • Because of their cost and purpose, the design of visual presentations must be grounded in the sound use of the elements and principles of design