UNIT F FASHION PROMOTION
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Transcript of 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.
• Not typical day-to-day promotions. • May last for one afternoon or for several
weeks.• Used to reach potential and current
customers.
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Special events
1. Fashion shows2. Trunk shows3. Special sales4. Celebrity
appearances5. Demonstrations 6. Charitable
celebrations
7. Fashion awards8. Sampling9. Premiums10. Personal
improvement sessions
11. Teen boards
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1. Fashion Shows
Special events that use live models to present apparel and accessories.
•Attract Media attention
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Fashion Shows
• Formal modeling
• Use of runways
• Large production
• Informal modeling
• At restaurants, salons, retail stores
• Models simply walk among customers
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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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2. Trunk shows
• Attract media attention
• Advertised in newspapers
• Direct mail invitations to notify potential customers
• Many times live models are used.
Designers or company representatives bring a collection to a store for a short period
Customers can view and purchase
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3. Special sale
• Usually occur as exclusive offers or during private shopping hours
• Ex: 15% for all CMS Students
A store offers specific customer discounts and/or special merchandise discounts to entice customers to buy.
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4. Celebrity appearance
• Usually the celebrity’s presence will guarantee crowds.
• Increased customer traffic often translates into sales.
A personal appearance by a famous person or group to bring attention to the store.
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5. Demonstrations
• Very common in the cosmetics industry
A promotional technique designed to entice customers to purchase a product by showing how the product may be used.
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6. Charitable celebrationsPromote causes and raise awareness while putting the name brand in front of an audience.
Ex: Kohl’s donates 10% of all July sales to AIDS
Research
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7. Fashion awards
• Award celebrations• Bring publicity to the
fashion industry• Recognize outstanding
designers• Showcases new and
rising designers
• The American Fashion Awards
• VH1/Vogue Fashion Awards
• Council of Fashion Designers of America Awards
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8. Sampling
• Customer may become a regular user of the item.
• Utilized primarily in the cosmetics and fragrances industry
Giving away free products or charging a minimal price for introductory products.
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9. Premiums
• Very prominent in the fragrances and cosmetics industries
Free gifts or inexpensive items used to reward purchasers of selected products.
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10. Personal improvement session
• Can turn lookers into purchasers.
A seminar on personal grooming, make-up, proper dress, and do’s and don’ts of fashion.
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11. Teen board
• Teen Boards:• Serve the community• Learn about the fashion and
retailing industry • Attend monthly meetings• Plan fashion shows• Participate in store
functions.
A group of high school students hired by a retail store to represent it in the community.