Advanced Fashion: Standard 8
Promotion
Created by: Kris Caldwell
Timpanogos High School
Fashion Promotion
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Purposes of Fashion Promotion:
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Inform: Create awareness
Persuade: Convince customers of benefits
of the product
Remind: Reinforces where products are
available
Promotion Levels
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Consumer Promotion:
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Trade Promotion:
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Directly to consumers
On a national level
By textile and manufacturing firms
Preselling to consumers (so they ask for it)
Aimed within the industry
Stresses performance of the product
Can involve conventions and trade shows
Retail Promotion
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By a store to it’s customers
Usually on a local level
Centered around seasons and traditional buying patterns.
Fashion Promotion
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Part of the Marketing Mix: Place,
Product, Price, Promotion
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Promotional mix: the combination of all
types of persuasive communication used
by an organization to market itself and
influence sales.
Promotion mix for fashion companies:
advertising, public relations and publicity,
visual merchandising, and special events
Promotion Planning
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Promotion goals and objectives:
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Used to evaluate the effectiveness of the
promotion
Could include selling certain merchandise, larger
sales in general, or increased market share
Message or theme
Specific Activities
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Should relate to goals and objectives
Promotion Planning , cont.
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Timing of Activities
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Media Mix
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Newspaper, radio, etc
Assignments of responsibility
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How many messages to run
How often to run them
Length of time (weeks, month)
Specifies people and departments to create and
carry out each aspect of the promotion
Budget and Expenditures
Evaluation Methods
Terms to know:
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Publicity any non-paid message that
communicates information about a company’s
merchandise, services, and activities
Public Relations a promotional technique that
uses any form of communication to create a positive
image for a business
Advertising a paid message that a business sends
about its fashion products or ideas
Terms to know:
Institutional Advertising: image or
corporate advertising designed to sell
public awareness and the reputation of
an organization as a whole, rather than
selling specific products
 Cooperative Advertising: advertising
done jointly by a manufacturer and a
retailer with the cost shared
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Terms to know:
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National Advertising: ads sponsored by
companies that sell products on a nationwide
basis to create general demand for products
Regional Advertising: ads within an area of
adjoining states or a confined section of the
country
Local Advertising: ads sponsored by local
merchants that provide details about where
to find products and their prices and
quantities available
Advertising: Advantages and
Disadvantages
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Newspaper
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Advantages:
Low cost for large coverage
 Geographic selectivity
 Products can be shown
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Disadvantages:
Wasted circulation-not targeted
 Short life-papers thrown out
 Limited or poor color reproduction
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Advertising: Advantages and
Disadvantages
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Magazines
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Advantages:
Longer life span of message
 Excellent quality of color and detail
 More targeted readership
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Disadvantages:
Limited demonstration value
 Space is expensive
 More professional preparation needed
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Advertising: Advantages and
Disadvantages
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Outdoor
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Advantages:
Can select geographic location
 Repetitive viewing from audience
 Minimal cost per viewing
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Disadvantages:
Only a short, general message
 Some wasted audience coverage
 Considered offensive by some people
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Advertising: Advantages and
Disadvantages
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Direct Mail
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Advantages:
Control of what is sent
 Precise selectivity of receivers
 Results can be evaluated
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Disadvantages:
High cost per receiver
 Hard to get mailing lists
 Consumer resistance-junk mail thrown out
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Advertising: Advantages and
Disadvantages
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Radio
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Advantages:
Universally used medium
 Short preparation and lead time
 Fairly low cost
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Disadvantages:
No opportunity for visual impact
 Message is fleeting, short life
 Some wasted coverage
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Advertising: Advantages and
Disadvantages
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Television
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Advantages:
Very popular consumer medium
 Can reach large audiences
 Has sight, sound, motion
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Disadvantages:
High cost of time and production
 Message is fleeting
 Longer lead time needed
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Advertising: Advantages and
Disadvantages
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Video:
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Advantages:
Attracts attention near merchandise
 Has entertainment carryover
 Can be replayed many times
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Disadvantages:
Not effective advertising
 Need special expertise to produce
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Advertising: Advantages and
Disadvantages
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Web Sites
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Advantages:
Interactive
 Current to reflect newest trends
 Instant worldwide market access
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Disadvantages:
Audience limited to computer users
 People can “click off” if not easy and
understandbale
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