Marketing YOUR Product Obj. 4.02 Understand the 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. Marketing

MARKETING 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.

Invitations Digital invitations & mailed invitations are also sent to journalist & manufacturers best customers.

Promotional Items 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”

After Market Week. . . 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. 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.

Advertising is The . . . . 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.

Manufacture’s use both trade & consumer media to reach both markets. Outdoor: Billboards, painted walls, buses, bus shelters, taxis & phone Kiosks Radio, TV, Internet & event Sponsorship

Image Advertising Captures the spirit of the brand and builds brand identity. Tries to get consumer to buy into a life- style, first on a psychological, emotional, or aspirational level & then on a product level. Searches to manipulate consumers feelings. Uses controversy, humor, celebrities, sex or shock to get attention. Cost fashion companies millions of dollars in advertising yearly

Celebrities 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.

Item Advertising Manufacturers choose one item from a collection to be in an ad. Manufacturers usually see direct sales response.

Cooperative Advertising Manufacturers cooperate 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.

Other Marketing Aids Manufacturers often provide retailers with aids that they can use in their advertising, publicity, and public relations. They might use one or more of the following aids. Personal Appearances In-Store Clinics Videos

Image Book Mini catalog that shows a sampling of a collection. Look Book For customers and or sales associates to learn about the product and how pieces work together. Hangtags 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.

More Aids Statement Enclosures Small mailing pieces, similar to pages in a catalog. Radio Scripts & TV Commercials Stores can “tag” media spots & run them in their local area. Designer Trunk Show 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.