1. Promotion and the Promotional Mix
Promotion  any form of communication a business uses to inform, persuade, or remind people about its products or to enhance its image.

2. Promotional Mix and Fashion
The promotional mix is any combination of the four components of promotion:
Sales Promotion
Public Relations and Publicity
Advertising
Personal Selling

3. Sales Promotion
Sales Promotion  a short-term incentive used to interest customers in buying products.
Two main types of sales promotion
Trade Promotion
Consumer Promotion

4. Trade Promotion Trade Promotion occurs within the industry.
A business directs this promotion to the next segment of the distribution chain.
Fiber and fabric companies promote their textiles to apparel designers and manufacturers.
Apparel manufacturers promote their styles and lines to retailers.

5. Consumer Promotion
Consumer Promotion is used by manufacturers and retailers and is directly targeted to the consumer.

6. Examples of Consumer Promotion
Fashion Shows
Special Appearances by designers
Truck Shows
Contests
Sales
Premiums
Free Samples
Free Services
Coupons
Offers

7. Public Relations and Publicity
Public Relations  is a promotional technique that uses any form of communication to create a positive image for the business.
PR Activities may include hosting various events or raising funds for charities

8. Public Relations and Publicity
Publicity  Any non-paid message that communicates information about a company’s merchandise, services, and activities.
Includes: designers promoting their latest lines to retailers announcing store openings. One method involves press releases, which are written as news stories sent out to newspapers and magazines.

9. Advertising
Advertising  a paid message that a business sends about its fashion products or ideas.
The purpose of advertising is to inform, remind, and persuade.
AIDA = Attention, Interest, Desire, and Action

10. Promotional and Institutional Advertising
Two main categories of advertising
Promotional
Institutional
Promotional Advertising in the fashion industry is designed to increase sales, introduce new products, explain product features and benefits, and support selling efforts.
Institutional Advertising is designed to create a favorable impression and goodwill for a fashion business.

11. Types of Advertising Media
Media can be grouped into four categories:
Print Media
Broadcast Media
Online Media
Specialty Media

12. Print Media Magazines Newspapers Directory Advertising Direct Mail
Long shelf life. High pass-along readership.
Involve extensive preparation and have long lead times.
Newspapers
Ad cost is lower and the lead time is shorter.
Not as well targeted as magazines.
Directory Advertising
Advertisements in the Yellow Pages or White Pages or fashion directories.
Direct Mail
Catalogs, newsletters, mailers, and bill enclosures.
Effective way to reach a specific segment of the population.
Outdoor Advertising
Billboards, transit ads, free-standing signs, and posters.

13. Broadcast Media Television Radio
Use a powerful combination of sound, color, and live-action effects to present a message.
Radio
Reach about 96% of people who are 12 years old and over.
Difficult to present a fashion message without visuals.

14. Online Media
Pop-up ads
Banner ads
Facebook / Twitter Ads

15. Specialty Media
Magnets
Calendars
Pens

16. Planning Fashion Promotion
A fashion business must plan carefully to effectively promote its product and image to customers.
A fashion promotion plan is the detailed, written guide a business develops that states which promotional components will be used to reach specific goals in a designated period of time.

17. Promotional Plan Outlines the: Organization Budget Preparation
Details of promotional event

18. Fashion Promotion Plan
Plan Component
Example
1. Promotional goals and objectives
To promote junior sportswear during August and September to meet company sales goals
2. Message or theme
Back-to-School
3. Specific activities and Timeline when these should take place
Contest with $500 back-to-school wardrobe prize (August)
In-store, back-to-school fashion show narrated by popular radio DJ (September)
Visual merchandising, with displays (August – September)
4. Type of media to be used
Newspaper Advertising in local paper
Free publicity on radio, due to station’s involvement.
5. Individual responsibilities
Buyer to coordinate with store and fashion merchandisers
6. Spending budget
Cost of contest, fashion show, advertising, display materials, and additional personnel
7. Evaluation and follow-up
Will measure sales of junior sportswear during promotional period.

19. Planning Schedules
Retail fashion marketers usually develop their promotional plans in six-month increments.
Time periods are February – July and August – January.

20. Promotional Budgets
The promotional budget can be a percentage of the business’s net sales.
The percentage is usually between 5 and 10%.

21. Fashion Branding and Licensing
A consistent promotional message must be used to develop a brand image.
A brand is a name, design, or symbol that identifies a business or organization and its products.