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Obj. 4.02
Understand the Buyer’s Market
•
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:
•
•
•
Publicity
Advertising
Activities used to
promulgate brand-name
recognition and generate
sales.
•
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.
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.
•
Competition to dress
the stars is
becoming fierce &
the publicity of
having a star
photographed in a
designer’s collection
is priceless!
Designers often
donate gowns to
celebrities to
wear in public.
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.
Manufacture’s use both
trade & consumer media to
reach both markets.

Captures the spirit of
the brand and builds
brand identity.

Searches to
manipulate
consumers feelings.

Tries to get consumer
to buy into a lifestyle, first on a
psychological,
emotional, or
aspirational level &
then on a product
level.

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 cooperate
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.
 Manufacturers
often
provide retailers
with aids that they
can use in their
advertising,
publicity, and public
relations.
 Personal
Appearances
 In-Store
 Videos
 They
might use one
or more of the
following aids.
Clinics

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.