UNIT F

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UNIT F FASHION PROMOTION
6.01 Identify the components of the promotional
mix.
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Promotion The communication with customers
about products and services to create demand and
encourage purchases.
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• Promotion may be done locally, regionally,
  nationally, or internationally.
• The goal of promotion is to communicate with the
  largest target audience possible.
• Promotion helps to attract new customers,
  increase sales to existing customers, and
  stimulate brand name recognition.

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• Promotion should be designed to
• Create an awareness and understanding of
  companies and/or products and to introduce new
  products, inform consumers or changing prices,
  and explain new services.
• Convince consumers about the benefits or using
  certain products or patronizing particular
  businesses.
• Remind consumers where to purchase certain
  products, to encourage purchases, and to
  stimulate additional purchases.

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Promotion is one of the four major elements of
the marketing mix.

• Product
• Place
• Price
• Promotion

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• Promotional activities affect how customers view
  a company.
• Deceptive or misleading promotion practices can
  harm a business.

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Promotional mix The combination of all types of
communication used by a business to inform,
persuade, or remind consumers about a company
and/or its products.
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Promotional mix elements

• Advertising
• Personal selling
• Publicity
• Public relations
• Sales promotion

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Advertising Any PAID form of NONPERSONAL
presentation of ideas, goods, or services made by
an IDENTIFIED SPONSOR.
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Personal selling
PERSONALIZED, TWO-WAY COMMUNICATION with a
customer in the process of exchanging merchandise
for money or credit.
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Personal Selling

• Major form of promotion
• Very expensive because it requires individuals to
  make contact with potential customers
• Designed to complete the sale once a customer has
  been attracted to a business by advertising,
  visual merchandising, publicity/public relations,
  or special events

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Publicity
NEWSWORTHY INFORMATION about a company, product,
or person placed in the media AT NO CHARGE with
the purpose of creating a desired image.
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• Free
• Carried by mass media. Mass media are those
  instruments of communication designed to reach
  the mass of the people.
• Must be newsworthy to earn media space and time
• Must be timely, have local interest, and appeal
  to mediums audience
• Seems more credible to consumers than advertising
• Company has little control over content of
  message or how it is presented to the public
• Can have a good or bad result
• Helps make styles, manufacturers, retailers,
  trends, or designers better known to the public

PUBLICITY
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A written news story sent as publicity to a
newspaper or magazine.

• Used to create public awareness of store
  openings, civic events at store locations, or
  announce employee promotions
• Used to create a positive image and awareness
  about a company, designer, or product

PRESS RELEASE
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Promotional information packages that contain
press releases and photographs.

• Help create awareness of products or designers
  latest fashions and apparel items
• Serve as free advertising for the business if
  pictures are published by the media

PRESS KITS
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Activities designed to build positive relations
with the customers, employees, and the community.
PUBLIC RELATIONS

• Participation in community programs
• Effective PR can help build a positive image for
  a company, but cannot cover up bad news.

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Visual merchandising
Attractive and appealing physical display of
merchandise combined with effective store layout
and décor.

• Entices customers to enter the store
• Enhances store image
• Effectively presents the merchandise that the
  store has to offer
• Shows customers how to wear and accessorize
  merchandise

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Special events
Promotional activities designed to increase
customer traffic, sell goods, and improve company
image.

• Fashion shows
• Trunk shows
• Special sales
• Celebrity appearances

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Coordinating the promotional mix elements

• Most businesses rely on more than one form of
  promotion to achieve promotional goals.
• The promotional mix is based on product
  characteristics and the existing market for the
  product.
• The promotional mix changes over time, just as
  products and consumers change.

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Coordinating the promotional mix elements (cont.)

• Each promotional activity should be designed to
  complement the other types of promotion being
  used by the business.
• National advertising should be coordinated with
  local promotional activities.
• Sales staff should be informed of promotional
  activities taking place.

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Promotional approaches during the fashion cycle

• Introduction. Promotion is used to introduce
  trends and create interest in new merchandise.
• Rise. Promotion is used to motivate customers
  and increase desire for merchandise.
• Peak. Promotion is used to persuade consumers
  that the businesss version of a product is best
  and why.

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Promotional approaches during the fashion cycle
(cont.)

• Decline. Promotion is designed to gain
  customers loyalty with reduced prices and
  reinforce their choice.
• Obsolescence. Promotion is used to emphasize
  large markdowns.