Title: UNIT F
1UNIT F FASHION PROMOTION
6.01 Identify the components of the promotional
mix.
2The communication with customers about products
and services to create demand and encourage
purchases.
PROMOTION
3- 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.
PROMOTION
4- 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.
PROMOTION
5Promotion is one of the four major elements of
the marketing mix.
- Product
- Place
- Price
- Promotion
PROMOTION
6- Promotional activities affect how customers view
a company. - Deceptive or misleading promotion practices can
harm a business.
PROMOTION
7The combination of all types of communication
used by a business to inform, persuade, or remind
consumers about a company and/or its products.
- Promotional Mix Elements
- Advertising
- Personal selling
- Publicity
- Public relations
- Sales promotion
PROMOTIONAL MIX
8Any PAID form of NONPERSONAL presentation of
ideas, goods, or services made by an IDENTIFIED
SPONSOR.
ADVERTISING
9PERSONALIZED, TWO-WAY COMMUNICATION with a
customer in the process of exchanging merchandise
for money or credit.
PERSONAL SELLING
10- 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
PERSONAL SELLING
11NEWSWORTHY INFORMATION about a company, product,
or person placed in the media AT NO CHARGE with
the purpose of creating a desired image.
PUBLICITY
12- 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
13A 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
14Promotional 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
15Activities 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.
16Attractive 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
VISUAL MERCHANDISING
17Promotional activities designed to increase
customer traffic, sell goods, and improve company
image.
- Fashion shows
- Trunk shows
- Special sales
- Celebrity appearances
SPECIAL EVENTS
18Coordinating 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.
19Coordinating 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.
20Promotional 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.
21Promotional Approaches During the Fashion Cycle
- Decline. Promotion is designed to gain
customers loyalty with reduced prices and
reinforce their choice. - Obsolescence. Promotion is used to emphasize
large markdowns.