Download week 9 Chapter 6 Fashion Promotion_printing

* Chapter 6:
Fashion Promotion
AD 3118 Fashion Marketing & Brand Management
A.Kwanta Sirivajjanangkul
Albert Laurence School of Communication Arts
Department of Advertising
2014
* Chapter Outline
*  Promotional Mix
*  Fashion Advertising
*  Sales Promotion
*  Fashion PR and publicity
Promotional Mix
AD3118 for 2/2014 by A. Kwanta S.
* 
*  the promotional mix refers to the combination of promotional
tools used by a company to promote products and services and
communicate their message to consumers.
*  the four standard elements of the mix are
1. 
2. 
3. 
4. 
Advertising
Sales promotion
Public relations
Personal selling
*  essentials promotional tools to fashion marketing are
1. 
2. 
3. 
4. 
5. 
Fashion press
Seasonal runway shows
Window displays
Visual merchandising
signage
* 
*  the press plays an important role in fashion
promotion
*  fashion magazines are vital cogs in the
machinery of fashion promotion in terms of
advertising and editorial
*  the report designer shows at London, Paris,
New York, and Milan fashion week
1. 
Premier new season collections in their
editorial
2. 
3. 
4. 
Give details of key fashion trends
Profile hot looks for the season
Report on trends in art and culture
* 
*  the press obsession with
celebrity
*  weekly celebrity gossip
magazines keep readers updated
with the latest celebrity news,
fashion trends, and must have
items available in-store
*  national newspaper also cover
celebrities, the designer runway
shows, and report on seasonal
and day to day developments
within the industry
* 
*  fashion shows are integral part of the industry and provide
significant PR and publicity for designers
*  the major international designer runway shows take place twice a
year during London, Paris, Milan, and New York Fashion Week
when design houses, designers, luxury fashion brands show their
ready-to-wear collections for the forthcoming season.
*  A runway show at London Fashion Week can cost upward of
$50,000 and only a selection of designers will be invited to join
the schedule,
*  but for those who show it is an important opportunity to
*  garner press coverage
*  raise awareness
*  build the reputation of the brand
* 
*  the fashion press and buyers, as well as select number of
celebrities, flock to these four prestigious fashion capitals to view
the spectacle.
*  The press will report on the latest fashion ideas and start
gathering inspiration for fashion stories and photo shoots
*  buyers will begin planning their buy for the coming season.
*  Retailers might choose to put on a fashion show as part of their
PR campaign or press day, or they might choose to hold an in-store
event and fashion show for customers as part of their marketing
and promotion strategy.
*  Fashion shows are often the favored choice of those organizing
charity fundraiser events, especially if high-profile retailers,
designers, and models lend their support, which helps publicity
and potential ticket sales.
* 
*  windows provide a fantastic canvas and major marketing
opportunity for retailers.
*  inspirational and eye-catching windows act as a powerful magnet,
drawing customers in and enticing them to visit the store.
*  Displays can be used to express the brand identity, attract press
attention, or to provide information on products, prices, and
promotions.
*  ZARA does not advertise much like other brand, but preferring
design expansive and stylish window display.
*  windows can be used to promote special seasonal events, the
holiday season and Christmas usually being the most important.
* 
*  Visual merchandising : VM is used to create internal displays, put
key looks together, and outfit-build.
*  it should be used to highlight specific looks and products that
store owners or buyers wish to promote, and it is important that
visual merchandisers are ware of products scheduled to be
promoted in the press.
*  signage can be used within the store to guide customers and
identify departments, zones, or specific collections.
* Externally, signage can be used to indicate which brands and
labels are carried.
Fashion Advertising
AD3118 for 2/2014 by A. Kwanta S.
* 
*  Advertising is a non-personal form of promotion; in other words it
communicates ideas using image, film, or written information
conveyed to an audience via mass media or the internet.
*  the principle objectives of advertising are to raise awareness,
inform, and persuade
* The ultimate aim is to generate sales, but under the surface
advertising endeavors to:
1. 
2. 
3. 
4. 
5. 
Reinforce a brand’s image
Communicate a brand’s position in the market
Embed specific meanings into the consumer psyche
Tap into consumer aspirations
Create desire for the brand and its products
* 
*  the aim of celebrity endorsement is that the cachet and sparkle of
the celebrity personality will become directly associated with the
brand and that this will reinforce the brand’s image and position
in the marketplace.
*  DBI ( the Davie Brown Index) developed by Davie Brown
Entertainment (DBE) helps advertising agencies and brand assess
the suitability of a celebrity.
*  the index has 8 criteria which are: appeal, notice, influence,
trust, endorsement, trendsetting, aspiration, awareness.
*  appeal and notice: celebrity’s popularity, appeal, ubiquity within their
specialist field and media
*  influence, trust, endorsement: act as a measure of how strong the
celebrity might be as a spokesperson or icon of the brand
*  trendsetting , aspiration: how consumers might aspire to have
trendsetting lifestyle of the celebrity in question
1-18
* 
1. 
2. 
3. 
4. 
* 
the message
the advertising medium or channel
new advertising channels
*  viral promotions
*  blogs and social networking
timing and exposure
* The target audience
* The reach
* The frequency
* The impact
* The cost
1-21
* 
* Planning advertising
campaigns
1. Set advertising objectives
2. Determine suitable media
platforms
3. Decide who will devise the
campaign
4. Set budget and time frame
5. Confirm content, style,
advertising message
* 
*  measuring advertising
effectiveness
1. To stimulate an increase in
sales
2. To build brand awareness
3.  to introduce a new product
or collection
4. To change consumer image
and perception of a brand
or product
5. To increase customer
loyalty
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Sales Promotion
AD3118 for 2/2014 by A. Kwanta S.
* 
* Sales promotion: below the line marketing, works to
increase demand and boost sales of specific products
or services.
*  the aim of a sales promotion is to make a brand and
its merchandise or services more attractive to
customers by offering additional inducements to
purchase
*  promotion run for limited and very specific time frame
with some certain conditions attached
*  Consumer sales promotion: pull strategies
*  Trade promotion: push strategies
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* 
* 
“to generate an increase in the volume of sales in the short term,
with a positive effect on overall business in the long run”
*  A variety of promotional activities can be used by fashion brands and
retailers, the most common being:
1.  Price reductions
2.  Special offers
*  2 for one price, buy one get one free, buy a tank top and get
one free, buy a necktie half price when purchase a shirt
3.  Limited editions
*  “to know that only a limited number of people will have the
same items”
4.  High-profile designer and retail chain collaborations
*  Collaborations of this nature have become a phenomenon in
fashion retail, massive crowds gather prior to a launch,
storming the store when the doors open
5.  Other collaborations
* 
* 
Puma + Christy Turlington, Y-3 (Adidas)
Designers, celebrities, sport brands
1-25
* 
*  Collaborations allow a brand or a designer to:
*  attract new customers
*  gain credibility in a new market
*  enhance kudos and prestige
*  innovate and develop alternative creative
approaches
*  Generate new business opportunity
*  Share resources
*  reduce the risk of going it alone
*  create buzz and attract press coverage
* *** limited editions and collaborative associations have become
one of the foremost sales promotional tools
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Fashion PR and Publicity
AD3118 for 2/2014 by A. Kwanta S.
* 
*  clip reports
*  details on which publications the coverage appeared, the topic
of the article published, the circulation of the publication
*  column inches
* The amount of column inches printed
*  advertising value equivalent (AVE)
*  AVE compares the cost of the column inches achieved with how
much the equivalent space would have cost as advertising
*  Public opinion or audience sentiment
*  gauge public opinion, audience sentiment relating to a
particular brand or PR campaign
*  complex data collection and analysis using focus group or
surveys
*  Share of voice
* Company’s press result with the main competitors
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* 
*  Basic PR techniques
1.  Product placement
2.  Celebrity seeding or celebrity product placement
3.  Press days
4.  Special events
*  product launches
*  charity events
*  sponsorship events
*  fashion seminars and style clinics
*  fashion shows
*  private shopping evenings
*  designer guest appearances
5.  Personal selling
1-30
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