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UNIT F FASHION PROMOTION

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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, ... – PowerPoint PPT presentation

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Title: UNIT F FASHION PROMOTION


1
UNIT F FASHION PROMOTION
  • 6.04 Describe the use of special events in
    fashion promotion.

2
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.

3
Special events
  • Fashion shows
  • Trunk shows
  • Special sales
  • Celebrity appearances
  • Demonstrations
  • Charitable celebrations
  • Fashion awards
  • Sampling
  • Premiums
  • Personal improvement sessions
  • Teen boards

4
Fashion Shows
  • Popular special events that use live models to
    present apparel and accessories.
  • Formal modeling
  • Informal modeling

5
Fashion shows (cont.)
  • Fashion shows often attract significant media
    attention.

6
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.

7
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.

8
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.

9
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

10
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.

11
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

12
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

13
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.

14
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

15
Premiums
Free gifts or comparatively inexpensive items
used to reward purchasers of selected products.
  • Very prominent in the fragrances and cosmetics
    industries

16
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.

17
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.
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