UNIT F FASHION PROMOTION

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UNIT FFASHION PROMOTION

• 6.04 Describe the use of special events in
  fashion promotion.

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Special events

• Promotional activities designed to increase
  customer traffic, sell goods, and improve company
  image.
• Special events are not typical day-to-day
  promotions. They may last for one afternoon or
  for several weeks.
• Special events are used to reach potential and
  current customers.

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Special events

• Fashion shows
• Trunk shows
• Special sales
• Celebrity appearances
• Demonstrations
• Charitable celebrations

• Fashion awards
• Sampling
• Premiums
• Personal improvement sessions
• Teen boards

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Fashion Shows

• Popular special events that use live models to
  present apparel and accessories.

• Formal modeling
• Informal modeling

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Fashion shows (cont.)

• Fashion shows often attract significant media
  attention.

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When planning a fashion show

• Determine the purpose of the show.
• Consider the budget.
• Determine the target audience.
• Develop a theme, keeping the audience,
  merchandise, and time of year in mind.
• Prepare a timeline, including responsibilities
  and duties.
• Schedule the location, date, and time.
• Develop a guest list.
• Select the merchandise and models.

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When planning a fashion show (cont.)

• Plan the lineup, music, and choreography.
• Plan for the security of the merchandise,
  equipment, participants, and audience.
• Prepare the promotional plan and send press
  releases and invitations.
• Develop the program, script, tickets, and other
  items needed for the show.
• Prepare the stage, runway, backdrop, decorations,
  lighting, and props if these are to be used.
• Conduct rehearsals.
• Evaluate the effectiveness of the show.

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Trunk shows
Promotional events for which designers or company
representatives bring a designers collection to
a store for a short period, possibly a day or
two, for customers to view.

• Attract media attention
• Advertisements in the newspapers and direct mail
  invitations are used to notify potential
  attendees of such events.
• Many times live models are used.

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Special sale
A promotional event during which a store offers
specific customer discounts and/or special
merchandise discounts to entice customers to buy.

• Usually occur as exclusive offers or during
  private shopping hours

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Celebrity appearance
A personal appearance by a famous person or group
for the purpose of bringing attention to the
store.

• Usually the celebritys presence will guarantee
  crowds.
• Celebrities include talk show hosts,
  entertainers, soap opera stars, or athletes.
• The customers initial intention is to get a
  glimpse of the celebrity, but usually the
  increased traffic translates into sales
  throughout the store.

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Demonstrations
A promotional technique designed to entice
customers to purchase a product by showing how
the product may be used.

• Very common in the cosmetics industry

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Charitable celebrations
Institutional events that promote causes and
raise awareness while putting the name brand in
front of an audience.

• Sometimes called benefit shows
• Usually help raise money for not-for-profit
  organizations while enhancing the businesss
  image

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Fashion awards

• The American Fashion Awards
• VH1/Vogue Fashion Awards
• Council of Fashion Designers of
  America Awards

• Award celebrations that bring publicity to the
  fashion industry by recognizing outstanding
  designers as well as showcasing new and rising
  designers.

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Sampling
Giving away free products or charging a minimal
price for introductory products.

• If the sample is pleasing, then the customer may
  be motivated to become a regular user of the
  item.
• Utilized primarily in the cosmetics and
  fragrances industry

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Premiums
Free gifts or comparatively inexpensive items
used to reward purchasers of selected products.

• Very prominent in the fragrances and cosmetics
  industries

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Personal improvement session
A seminar on personal grooming, make-up, proper
dress, and dos and donts of fashion.

• These talks and demonstrations turn lookers into
  purchasers.

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Teen board

• These students serve the community and learn
  about the fashion and retailing industry.
• Students selected attend monthly meetings, plan
  fashion shows, participate in store functions,
  and complete service projects.

A group of high school students hired by a retail
store to represent it in the community.