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Unit F: Fashion Promotion
COMPETENCY:
OBJECTIVE:
6.00
6.02
Recognize the importance of promotion in fashion.
Discuss fashion advertising.
A. Discuss the purposes of fashion advertising.
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Build a company’s image
Promote a product
Announce a sale
Support a cause. Example: Pink ribbon campaign for breast cancer research at Payless Shoes
Stimulate store traffic
Stimulate consumer interest
Provide consumers with useful information
Develop brand/store loyalty
B. Discuss the types of fashion advertising.
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Product advertising: Promotion designed to sell specific merchandise items, lines, or certain services.
a. Most fashion advertisements are product advertisements.
b. Identifies and describes products
c. May mention product price and/or availability
d. May create a sense of urgency for a specific sale or limited time period
Institutional advertising: Promotion designed to sell the reputation of an organization rather than a
specific product; also referred to as image or corporate advertising.
a. Projects the image of the business, often emphasizing fashion leadership, exceptional service, or
community involvement
b. Goal is to build long-term patronage by customers
c. Used to promote the overall excellence of a business and to build goodwill
d. Example: A retailer places an advertisement encouraging others to support AIDS and cancer
research
National, regional, and local advertising
a. National advertising: Advertising sponsored by companies that sell products on a nationwide
basis. Its goal is to create general demand for products. Example: Nike uses network television
and national magazines such as Sports Illustrated, to promote its products.
b. Regional advertising: Advertising by retailers that have many stores in adjoining states or a
confined section of the country. Its goal is to stimulate consumer traffic into any of the stores.
Example: Belk advertises within the southeastern United States and Texas.
c. Local advertising: Advertising sponsored by local businesses.
Cooperative advertising: The sharing of advertising and its costs by two or more organizations.
a. National manufacturers team with retailers to pay for local advertising.
b. Exposure for goods is gained by the manufacturer and the retailer.
c. Each party shares in the total cost of the advertisement.
d. Retail prestige can be earned through association with a well-known manufacturer.
e. The local advertiser must follow guidelines established by the manufacturer.
f. The local retailer can take advantage of pre-prepared print advertisements, in-store displays, and
TV and radio scripts prepared by the manufacturer for local use.
g. Example: A newspaper advertisement promoting Calvin Klein products sold at Lord & Taylor
C. Describe the forms of media used in fashion advertising.
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Newspapers
a. Primary advertising medium for local retailers
b. Fifty-five percent of adults in the United States read a newspaper daily.
c. Allow advertisers to reach most readers daily
d. Geographic selectivity
e. Variety of advertisement sizes and prices available
f. Provides verbal and visual communication to consumers
g. Relatively easy to produce
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Comparatively low cost
Quick turnaround time – may take as little as 48 hours from creation of advertisement to
appearance in the newspaper
j. Dominated by large retailer advertising
k. Wasted circulation because newspapers do not allow retailers to target markets
l. Short life. Newspapers are read hastily and are thrown out frequently.
m. Poor quality print and color reproduction
n. Supplements: Preprinted advertisements, usually in magazine format, that are inserted into
newspapers.
(1) Longer life
(2) Can be zoned for any area of the country
(3) Huge circulation
(4) Relatively low cost when compared to the number of people reached by the advertisement
Magazines
a. Retailers advertise in magazines that have target markets similar to their own.
b. Enable retailers to benefit from national circulation
c. Allow retailers to show accurate color and details
d. Readers keep magazines for extended periods of time.
e. Tend to be believable
f. High cost
g. Long lead time between preparation of advertisement and its publication makes information less
timely.
h. Professional preparation usually needed
Television
a. Consumers are reading less and watching television more for news and other information.
b. Allows regional stores with branches to reach the largest local audience
c. National manufacturers and retailers run costly advertisements designed to build brand loyalty on
major network channels.
d. Local retailers advertise on cable channels with lower advertising rates and target more specific
markets.
e. Enables advertisers to show actual products in color and motion
f. Prime time is between 8 p.m. and 11 p.m.
g. High cost of time and production
h. Message has short life
i. Local TV not available everywhere
Radio
a. Popular with consumers in homes, cars, and places of work
b. Reaches approximately 96 percent of all people age 12 and over in a given week
c. Prime advertising slots are during morning and afternoon commutes to and from work.
d. Universally used medium
e. Short preparation and lead time
f. Low cost
g. Easy to target markets through listening area, program content, and station type
h. Does not provide visual impact
i. Message has short life
j. Commercial clutter
k. Some wasted coverage
l. With the introduction and growing popularity of satellite radio, which has little to no advertising,
advertisers may begin to choose an alternate form of promotion.
Online advertising: Advertising messages placed on the Internet.
a. Rapidly growing form of promotion
b. Ten billion dollars spent in 2002
c. Banner ad: A wide, shallow rectangle seen at the top or bottom of Web pages that will take the
user to the advertiser’s website if clicked with a mouse. Banner advertisements may include
animation, sound, and even video.
d. Effectiveness is measured by the number of times an advertisement has been visited.
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Allows up-to-the-minute messages to be communicated to the world immediately
Allows advertisers to gauge readers’ interests, buying habits, merchandise preferences, and price
points
g. Response rates are low.
h. The interactive process must be easy to manipulate or consumers will “click off.”
i. The content of the site must be changed and refreshed constantly to reflect current trends and
new merchandise.
j. Audience limited to computer users
k. Many computer users view online advertisements as an annoyance or a distraction.
l. Reliability and privacy issues are a concern.
Direct mail: Any printed advertising distributed directly to potential customers by mail.
a. Little wasted circulation
b. Flexible and versatile
c. Design, message, audience, and cost can be closely regulated.
d. Used by small, specialty retailers
e. Results can be easily evaluated. Example: Invitation to customers to attend a special event
f. Can be considered “junk mail”
g. Bill enclosures: Manufacturer or retailer-produced statement enclosures that offer retailers lowcost selling opportunities. They may include a printed order form to encourage the customer to
make additional purchases.
h. Catalogs have become a popular form of advertising because of the shopping convenience they
provide to working women, retirees, and people living in rural areas.
j. Store newsletters or magazines are used by retailers to give customers fashion trend information.
They are used to communicate a manufacturer’s or store’s merchandising image to customers.
Examples: Saks Fifth Avenue’s 5, Bloomingdale’s B, or Cato’s Cato Now
Outdoor signage
a. Billboards, public transit advertisements, posters, and free-standing signs
b. Can only have short, general message
c. Considered offensive by some people
d. Repetitive viewing
e. Minimal cost per viewing if in high-traffic area
f. Can target geographic location
g. Some wasted audience coverage
h. More effective for institutional advertising rather than specific merchandise advertising
Merchandise packaging
a. Company names, logos, and slogans on shopping bags, gift boxes, and wrapping paper
b. Institutional advertising that helps to develop an image for the business
c. Small expense to retailer as compared to other advertising
d. Limited audience
Video
a. Attracts attention near merchandise with sound and movement
b. Designed to present fashion trends, promote merchandise, and build customer traffic
c. Can be replayed many times
d. Has not proven to be effective advertising
e. Can be an effective sales training tool
D. Explain media mix.
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Media: The agencies or instruments used to convey messages.
Media mix: The blend of media used to communicate a message to a target audience.
The “right” mix
a. Most effectively and efficiently reaches the largest portion of the target market
b. Suits the size and type of company, target market, media availability, and cost
c. Combines types of media that support and strengthen the over-all advertising campaign