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* 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 1-22 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 1-24 * * “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 1-27 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 1-29 * * 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 ?