Obj. 4.02
Understand Buyer’s Market

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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.

In the Global Apparel
Market
Marketing refers to:
•
•
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Publicity
Advertising
Activities used to promulgate brand-name recognition and generate sales.

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A “run of show”
(numbered list of models to be shown
) is given out at show to journalist & manufacturers best customers.

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

•
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.
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Examples are:
E!
CNN
MTV’s “House of
Style”



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.
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Competition to dress the stars is becoming fierce & the publicity of having a star photographed in a designer’s collection is priceless
!

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.


Captures the spirit of the brand and builds brand identity.

Tries to get consumer to buy into a lifestyle, 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


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.

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

 Manufacturers work together or become partners 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.

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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.


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.