1. Fashion Promotion Through Advertising and the Press

2. Objectives: Explain the purposes for, and levels of, fashion promotion
Describe fashion promotion planning, follow-through, budgeting, and ethics
Summarize the purposes for, and types of, fashion advertising
Describe advertising agencies and freelancers
Summarize advertising strategy and media
Explain how to develop effective print advertisements
Identify parts of print advertisements
Define public relations and publicity
Give examples of the fashion press

3. Fashion Promotion
Promotion mix in fashion includes advertising, public relations, publicity, visual merchandising, and special events
Mix based on characteristics of products and the market
Advertising Mix

4. Fashion Cycle Promotion
PEAK
Store persuades consumers that theirs is the best
RISE
DECLINE
Motivate consumer to increase desire for fashion
Gain consumer loyalty with reduced prices
INTRODUCTION
OBSOLESCENCE
Introduce trends and create interest in new fashions
Stores emphasize price with large markdowns

5. Purposes of Fashion Promotion
Inform
Persuade
Remind
Consumers gain information about what they want, why they want it, and when and where to buy it
Encourages additional purchases

6. Promotion Levels Distribution chain
Promotion happens through all levels of production and distribution
Textiles
Trade Promotion
Apparel
Retail Promotion
Retail
Consumer Promotion
Consumers

7. Promotion Program 6-Month Plan
Promotion goals and objectives for selling certain merchandise; depends on
How long company has been established
Size, location, image, and philosophy
Nature of the competition
Message or theme
Specific activities
Timing of the activities
Media mix to be used
Assignments of responsibility
Budget
Evaluation methods

8. Putting the Promotion Plan into Action
Six-month plan
Calendars chart each promotion activity month-by-month
Show planning, budgeting, and preparation needed before each event
Stores may involve the following:
Promotion directors
Ad agencies or consultants

9. Calculating Promotion Expenses
Usually 5%-8% of firm’s anticipated annual sales
Use previous year’s expenditures as a base and then add percent based on sales trends
Sometimes based on what competitors spend (hard to obtain this information)

10. Allocating Promotion Budgets
Top-down
Senior management develops promotion budget allocations
Bottom-up
Merchandising employees develop a promotion plan and estimate budget needed to carry out plan
Affordability
Allocating what company feels they can afford

11. Ethics in Promotion
Deceptive promotion occurs when information presented misleads
Deceptive prices
Retailers put higher prices on items before marking them down
Deceptive products
Making false or misleading claims about products
Deceptive sales
Bait and switch

12. Types of Advertising Product Institutional National Regional and Local
Designed to sell specific merchandise or services
Institutional
Designed to sell the image or reputation of an organization
National
Companies that sell products nationwide
Regional and Local
Retailers in same area

13. Cooperative Advertising
The sharing of advertising and its costs by two or more organizations
Producers of brand-name goods may help retailers with local advertising and costs
Manufacturers may place restrictions on retailers to qualify for co-op money

14. Pros and Cons to Coop PROS CONS
May tempt retailers to buy wrong products
Lots of record keeping
Retailers may overcharge manufacturer
Effects stores with set ad contracts
Competition
Extra work for buyer and ad departments
Additional product exposure
Share ad costs
Producer prestige
Retail prestige
Manufacturers get retailer feedback
Local ads get better placement and cost

15. Advertising Services and Strategies
Advertising agencies provide advertising expertise
Help in planning an advertising platform that
Defines target market
Summarizes product features that will please
Sets general theme
Coordinates advertising pieces

16. Advertising Media Forms
Newspapers
Magazines
Outdoor (billboards)
Direct mail
Product packaging
Radio
Television
Video and DVD
Web sites

17. Effective Print Ads Motivate consumer to buy Eye-catching
Communicate clearly to target audience
Components of print ads
Headline
Copy and illustrations
Logo and/or slogan
White space
Layout: How elements of ad are put together

18. Public Relations
Activities planned to build good relations with customers, stockholders, government, community groups, and labor
Publicity: Unpaid media coverage about an organization
Press releases: Written “news” to media that they may or may not use

19. Functions of the Fashion Press
Communicate fashion information to consumers
Publish advertisements
Shop worldwide markets for newsworthy styles
Perform market research
Influence manufacturers to create new items
Provide industry information
Provide point of sale ads to retailers
Fashion shows and seminars

20. Do You Know . . .
Have you ever been tricked by a deceptive price or product promotion practice? A deceptive sales practice?
How would you design a press kit for a new jean called “Easy Rider?” What information would it contain?