1. Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez Market Situation A. WSJ articles 1. Market Problem B. Companies in focus 1. Target, Victoria’s Secret, Topshop, Lepore, and retail stores ( Saks, Macy’s, J.C. Penney Co.) Promotional tools from Exhibit 9.3 A. Advertising - gets the message or product across to a large audience 1. Internet, magazine, product & company brochures, billboards 2. Focusing on Customers emotional appeal & rational appeal 3. Specific Mediums and in-store networks B. Sales Promotion - promotes product trial 1. Target - coupons, prizes or other incentives 2. Victoria’s Secret - Samples 3. Topshop - example of giveaways C. Direct Marketing - can target a more specific audience 1. E-mail, printed & online catalogs 2. Focusing on emotional appeal 3. Specific language

2. Fashion and Promotion November 17th, 2008 By: Elizabeth Luongo and Ashley Ramirez Objective Increase sales, successfully implement new products, and create useful WOM (word-of-mouth) communication and WOM (word-of-mouse) online Exhibit 9.4 The Media Mix Market Scale  Target Audience Characteristics  Media choices  Message Content Local DemographicsInternet RegionalGeographicMagazine NationalPsychographicsDirect mail GlobalBehavioralBillboards In-store networks

3. By: Elizabeth Luongo By: Elizabeth Luongo& Ashley Ramirez

4. Companies in Focus:  Target  Victoria’s Secret  Topshop  Lepore  Retail stores (Saks, Macy’s, J.C. Penney Co)

5. Advertising- gets the message or product across to a large audience [example: internet, magazine, product & company brochures, & billboards]  Focusing on customers emotional appeal & rational appeal  Specific Mediums & in-store networks

6. Sales Promotion- promotes product trial & stimulates immediate purchase, or gives rewards for repeat purchases  Target- coupons, prizes, & other incentives  Victoria’s Secret- samples of the fragrance collections & body scents  Topshop- giveaways to first # of customers

7. Some retailers are even beginning to produce the “inconvenient bag” which is an eco-friendly bag to promote retail stores & save plastic -fashionable? -bar codes of how many times the bag is being used -good promotion? -maybe a discount everytime you bring the bag back to the retailer?

8. Direct Marketing- can target a more specific audience, encourage direct response [example: email, printed & online catalogs] -Focusing on emotional appeal -Specific Language

9. Increase sales, successfully implement new products, & create useful WOM [word of mouth] communication & WOM [word of mouse] online Exhibit 9.4The Media Mix Market Scale -> Target Audience Characteristics -> Media Choices -> Message Content Local Regional National Global Demographics Geographic Psychographics Behavioral Media Habits Internet Magazine Direct Mail Billboards In-Store networks