Promoting Fashion Chapter 12 Promoting Fashion Visual Merchandising

Promoting Fashion Chapter 12 Promoting Fashion Visual Merchandising and Display Fashion Advertising and Promotion 1

Promoting Fashion Chapter Objectives Explain the purpose of visual merchandising in the fashion industry. Describe the display areas of a store. Identify the design elements of displays. Explain the four components of the promotional mix. Describe a fashion promotion plan. Discuss how designers and manufacturers use branding and licensing. 2

Promoting Fashion Visual Merchandising for Customers Visual merchandising has existed since retail vendors began selling to customers. Section 12. 1 3

Promoting Fashion Visual Merchandising Today Section 12. 1 4

Promoting Fashion Creating Visual Merchandising Target specific customers The four types of display areas are: Storefront Store layout Store interior Interior displays The goal of effective visual merchandising is to sell goods by promoting the store image and creating a positive shopping experience for the customers. Section 12. 1 5

Promoting Fashion The Storefront visual merchandising features include: Signs Marquees Entrances Window displays Gives the first impression of a store. Section 12. 1 6

Promoting Fashion Store Front 7

Promoting Fashion The Store Layout The store layout is the arrangement of floor space in order to promote sales of fashion products. Section 12. 1 8

Promoting Fashion The Store Interior Merchandising techniques used in the store interior include: Lighting Section 12. 1 Color schemes Store fixtures 9

Promoting Fashion Interior Displays Interior or in-store displays are created using: Space design Fixtures and hardware Mannequins Floor and wall coverings In-store signage Creates visual excitement Section 12. 1 10

Promoting Fashion Interior Displays 11

Promoting Fashion Design Elements of Display Visual display personnel use three design elements to create displays: Color Lighting Harmony Balance Proportion Rhythm Emphasis Section 12. 1 12

Promoting Fashion Interior Display 13

Promoting Fashion Display Themes Visual merchandisers use the display elements when developing their fashion merchandising themes. A theme gives a store focus and provides a consistent look within the store and within a group of stores. Themes are planned well in advance. Section 12. 1 14

Fashion Display Themes Recent or upcoming events Cultural activities Types of Themes Historical events Section 12. 1 Current fashion trends Seasonal color palettes Store promotions 15

Promoting Fashion Display Themes Section 12. 1 16

Promoting Fashion Fixtures Display cases, counters, shelving, racks, benches, and tables are examples of fixtures. Section 12. 1 fixtures permanent or movable furnishings that are used to hold or display merchandise 17

Promoting Fashion Fixtures Some vendors require that stores present their merchandise on special fixtures that display the designer name. Video Levi Strauss uses the Internet to show retail merchants the required display racks and how many garments should be place on each rack. Section 12. 1 18

Promoting Fashion Importance of Visual Merchandising Clear communication is the key to visual merchandising success. Visual merchandising promotes the image and merchandise of a fashion business, as do promotion and advertising. Section 12. 1 19

Promoting Fashion 12. 1 1. What are the four key display areas in a store? 2. What are the types of fixtures used in retail stores? 3. What are the common themes used in visual merchandising? Section 12. 1 20

Promoting Fashion Promotion and the Promotion Mix Promotion is a component of the marketing mix. Section 12. 2 promotion any form of communication a business uses to inform, persuade, or remind people about its products or to enhance its image 21

Promoting Fashion Promotion and the Promotion Mix The promotional mix is a combination of the four components of promotion. Each component plays a critical role in promoting fashion businesses and products. Section 12. 2 promotional mix any combination of the four components of promotion: sales promotion, public relations and publicity, advertising, and personal selling 22

Promotion and the Promotion Mix Sales Promotion Public Relations and Publicity Promotional Mix Personal Selling Section 12. 2 Advertising 23

Promoting Fashion Sales Promotion There are two main types of sales promotion—trade promotion and consumer promotion. Section 12. 2 sales promotion any form of communication a business uses to inform, persuade, or remind people about its products or to enhance its image 24

Promoting Fashion Sales Promotion Trade promotion occurs within the industry. Consumer promotion is used by manufacturers and retailers and is directly targeted to the consumer. Section 12. 2 25

Sales Promotion Fashion shows Special appearances by designers Trunk shows Section 12. 2 Contests Examples of Consumer Sales Promotions Sales Premiums Free services E-mail offers 26

Promoting Fashion Sales Promotion Like other promotional activities, fashion shows can be targeted to different audiences. Section 12. 2 fashion shows special events that are theatrical with live models presenting fashion apparel and accessories. 27

Promoting Fashion Public Relations and Publicity The exposure and goodwill generated by public relations is valuable because it may promote sales and create a good image. Section 12. 2 public relations a promotional technique that uses any form of communication to create a positive image for a business 28

Promoting Fashion Public Relations and Publicity Fashion professionals use publicity to get their message out to the public. Press releases are one form of publicity. Section 12. 2 publicity any non-paid message that communicates information about a company’s merchandise, services, and activities 29

Promoting Fashion Advertising The purpose of advertising is to inform, remind, and persuade. advertising a paid message that a business sends about its fashion products or ideas An advertisement is designed to attract attention, develop interest, create desire, and produce action. Section 12. 2 30

Advertising Attention A Interest I Desire D Action A Section 12. 2 31

Promoting Fashion Advertising There are two main categories of advertising: Promotional advertising – Designed to increase sales, introduce new products, explain product features and benefits, and support selling efforts Institutional advertising – Designed to create a favorable impression and goodwill for a fashion business Section 12. 2 32

Promoting Fashion Advertising There are four categories of advertising media: Print media – Magazines, newspapers, directory advertising, direct mail, outdoor advertising Broadcast media – Television, radio Online media Specialty media Section 12. 2 33

Promoting Fashion Planning Fashion Promotion A fashion promotion plan outlines the organization, budget, preparation, and details of a promotional event. Retail fashion marketers usually develop their promotional plans in six-month increments. Section 12. 2 fashion promotion plan the detailed, written guide a business develops that states which promotional components will be used to reach specific goals in a designated period of time 34

Promoting Fashion Planning Fashion Promotion The promotional budget can be a percentage of the business’s net sales. That percentage is usually between 5 and 10 percent. Section 12. 2 35

Promoting Fashion Branding and Licensing A consistent promotional message must be used to develop a brand image. brand a name, design, or symbol (or combination of them) that identifies a business or organization and its products In fashion, brand building refers to the creation of an identity for a fashion product. Section 12. 2 36

Promoting Fashion Branding and Licensing Private label merchandise is merchandise that is produced to the exact specifications of a retailer and includes the store’s own trademark or brand name. Example: JC Penney’s Arizona line Section 12. 2 37

Promoting Fashion Branding and Licensing is used when a designer or manufacturer decides to let others use its brand name. Royalties are paid to the licensor in exchange for licensing rights. Section 12. 2 licensing a legal agreement that gives manufacturers the exclusive right to produce and promote fashion products that display the name of the designer 38

Promoting Fashion Promotion and Fashion Marketing Fashion marketers choose the promotional mix that will be most effective in persuading potential customers to purchase a company’s fashion products. Section 12. 2 39

Promoting Fashion On the Wire A wire service ise-tail business on an electronic channel—the Operating an a news organization that provides breaking news. These days wire services have gone online to provide Web—can be costly, due to design, delivery, returns, and operating expenses. instant breaking-news headlines around the world. Though Many larger dot-com companies crashed in the The same current information about news and events in the 1990’s, small stores like Harris Cyclery designer news are fashion world is also online. Celebrity and of West Newton, Massachusetts, actually increase sales using a basic Web broadcast from fashion centers around the globe. Highlights of site. Today, a third of Harris’s bicycle business rides in on international fashion shows and fashion personal service. the Web to get hard-to-find parts and events are sent instantaneously to newsrooms and broadcasters. Describe an e-business’s home page to your class after viewing one through marketingseries. glencoe. com. For more information, go to marketingseries. glencoe. com. Section 12. 2 40

Promoting Fashion 12. 2 1. What are four types of advertising media? 2. What is publicity? 3. What is the difference between trade and consumer promotion? Section 12. 2 41

Promoting Fashion Checking Concepts 4. Some use of 3. Features a 2. The goal of visual 1. Storestypesvisual 1. Identify one reason that store layouts are storefront include: merchandising to to is stores use visual free-flow, image signs, anspine, help sell goods by projectmarquees, to merchandising. loop, and entrances, and promotinggrid customers. a store’s 2. Explain the goal of layouts. window displays. image and creating a positive shopping visual merchandising. experience. 3. Identify the visual merchandising features of a storefront. 4. Describe types of store layouts. continued 42

Promoting Fashion Checking Concepts 5. List the key design elements of displays. 6. Identify the four components of the promotional mix. 7. Define a fashion promotion plan. continued 7. A fashion promotion 6. The promotional 5. Display design plan is a detailed, mix components elements include writtenlighting, and include sales color, guide a business develops promotion, harmony. public that states which relations and promotional publicity, components andbe advertising, will used to reach personal selling. specific goals in a designated period of time. 43

Promoting Fashion Checking Concepts Critical Thinking 8. Discuss the concept and importance of brand building for fashion businesses. 8. Brand building refers to the creation of an identity or image for a fashion product. A brand identifies a business or organization and its products. A company can license a successful brand to other companies and promote and profit from its brand. 44