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PowerPoint Presentation Fairchild Books

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The only segment of the fashion industry that works with all other segments simultaneously ... Infomercials, HSN, QVC and CNN all have fashion features. Radio ... – PowerPoint PPT presentation

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Title: PowerPoint Presentation Fairchild Books


1
?2007 Fairchild Publications, Inc.
2
Fashion Auxiliary Services
  • The only segment of the fashion industry that
    works with all other segments simultaneously
  • The three broad categories of auxiliary services
    include
  • Advertising
  • Publicity
  • Public relations

3
Advertising
  • Space and time is paid for
  • Most often, it is a campaign with a predetermined
    strategy agreed upon by client and agency
  • It can appear in print (magazines and newspaper),
    radio, and television

4
Publicity
  • Free and voluntary information about a product or
    company
  • Publicity involves agencies or in-house public
    relations departments distributing various press
    releases to publishers
  • Publishers may choose to publish or discard these
    releases

5
Public Relations
  • Also the free and voluntary mention of a product
    or company
  • Public relations are geared toward the long term
    image enhancement of a client
  • Involves events like trunk shows, fashion shows,
    in-store breakfasts for important customers,
    parades, and various other activities to earn
    goodwill and notoriety

6
Fashion Magazines
  • Godeys Ladys Book, was established 150 years
    ago as a fashion magazine
  • Sara Joseph Hale, first editor of Godeys, is
    best remembered as a feminist
  • Godeys Ladys Book was the forerunner of todays
    fashion magazines, such as Vogue, Harpers
    Bazaar, Glamour, Seventeen, Elle, and Marie Claire

7
Fashion Magazines
  • The 1990s and 2000s brought new fashion magazines
    into the fashion business
  • For women
  • InStyle, covers fashion trends among celebrities
  • Lucky, a fashion magazine about shopping
  • Essence, targeted for African Americans
  • Latina, targeted for bilingual Hispanics
  • For men
  • GQ, formerly Gentlemens Quarterly largest
    circulating mens fashion magazine
  • Esquire, regarded as an authority on the latest
    trends in mens wear
  • Mens Vogue, the latest addition in mens fashion
    magazines

8
General Consumer Publications
  • Disseminates fashion news to the public
  • The New York Times, Chicago Tribune, Washington
    Post, provide weekly section to fashion
  • Time, Newsweek, People, provide occasional
    fashion coverage
  • Good Housekeeping, Cosmopolitan, target young
    singles
  • Cosmo Girl, Seventeen, Teen Vogue, target
    teenagers

9
Trade Publications Only for the Industry
  • Best known trade publications include
  • WWD, for the womens trade
  • Started as a page in the Daily Trade Record,
    1910
  • DNR, for the mens trade
  • Started as the Daily Trade Record, in 1892 at
    Chicago Worlds Fair
  • W
  • Industry magazine reports on high fashion and
    high society

10
Broadcast Media
  • Television
  • From commercials to sitcoms, fashion pervades the
    medium
  • Cable
  • Infomercials, HSN, QVC and CNN all have fashion
    features
  • Radio
  • Does not feature visuals but has captive,
    targeted audience to announce sales and store
    events
  • Internet
  • Market of one addresses the individual market
    directly

11
Advertising Agencies
  • Sell commercial space or time
  • Prepare selling manuals
  • Develop promotional campaigns
  • Perform market research for clients in the
    consumer market

12
Public Relations Agencies
  • Enhance the clients image and sales potential
  • Perform and direct public relations
  • Sponsor events designed to enhance and shape the
    clients image and brand

13
Fashion Stylists
  • Select and coordinate looks for catalogs, print
    ads, and commercials
  • They wield tremendous artistic clout in todays
    image driven fashion world

14
Store Design
  • Involves space for the sale of merchandise
  • Correctly done, it increases customer sales
  • Fixtures, lighting, and color schemes are part of
    the artistic side
  • Placement of ramps, restrooms, fire exits, and
    building codes are part of the functional end

15
Visual Merchandising
  • The arrangement and presentation of merchandise
    in the store
  • Appeals are made directly to the clients target
    market via the correct visual merchandising
    effort in the stores
  • Display fixtures, signs, and graphics are the
    main conveyor of visual merchandising

16
Fashion Forecasting
  • The Doneger Group, Promostyl, Here There are
    some of the big names involved in the business of
    forecasting fashion
  • A relatively recent trend
  • Prior to the 50s, fashion was still dictated by
    the trickle down theory
  • Fashion shows were the undisputed arbiter of taste

17
National Retail Federation (NRF)
  • Retail trade association that services the retail
    industry with information
  • NRF publishes Stores, a monthly magazine
  • Regional and national meetings for the retail
    executive are organized by the NRF

18
Buying, Merchandising and Product Development
Organizations
  • Originally used to place orders for out-of-town
    retailers, today, they perform many tasks
  • Watching and reporting on fashion trends
  • Strategic planning
  • Vendor recommendations
  • Import coordination
  • Product development

19
Buying, Merchandising and Product Development
Organizations
  • Most are located in New York Citys garment
    center
  • The Doneger Group
  • Federated Merchandising Group

20
So You Want to Be in Fashion? So Did They… Now
Its Your Turn!
21
Welcome to the Fashion Business!
Elaine Stone
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