The document provides guidance to a student on conducting industry research for a class assignment to plan an advertising campaign for a new fashion product. It outlines researching 10K reports on company websites to understand trends, using the IBIS World database to research the selected product industry, and the SRDS database to find advertising costs. An example is given researching the handbag industry and the Coach 10K report. It also introduces the student to librarian resources like subject guides and contact information for research assistance.

1. FAS 310:
Campaign for a New
Fashion Product
Library Resources

2. Your Fashion Liaison
Hi, I am Kelly Bennett, your Fashion
Liaison Librarian.
You can contact me for assistance
with your research assignment, my
contact information is below.
kelly-bennett
@berkeleycollege.edu
732-750-1800 Ext. 2201

3. Your Assignment
• Plan and partially execute an
advertising campaign for a fashion
product. For complete assignment details
refer to your Term Project handout.
• Do as much original research as you
reasonably can.

4. Industry Research
• 10K/Annual reports
– Retrieved from company websites
• Industry Trends
– Retrieved from IBIS World database
You will start by conducting Industry Research
for your new fashion product.
10-K is an annual
report required by
the U.S. Securities
and Exchange
Commission (SEC),
that gives a
comprehensive
summary of a
company's
performance. It will
provide you with
helpful insight into
trends in your
product area.
IBIS World will
provide you with
general trend
information in your
product area
including barriers to
entry, performance
trends and key
competitors.

5. 10K/Annual Report
Select a successful retailer in the market of your new product.
For example, if your new product is a handbag visit Coach to review
their 10K report.
Select a successful retailer in the market of your new product.
For example, if your new product is a handbag visit Coach to review
their 10K report.
Look for the company’s “About Us” page or “Investor Relations” page to
get started. These are typically at the bottom of the website.

6. Continue to search for the Investor Relations, SEC Filings, Financial Reports,
Annual Reports or 10K Report pages. You may have to navigate through several
pages to find the report.

7. Click on the pdf symbol to open the most recent 10K report.

8. This report is 1212
pages!
10K reports are very comprehensive but there is an easy way to search
them.

9. The report is Keyword Searchable
To Keyword search the 10K report use the Control + F key or if you are using a
Mac the Command + F key. This will open a keyword search box.

10. Let’s search for marketing – researching Coach’s marketing strategy will
help inform the marketing strategy for your product. You can justify
your marketing strategies by referencing Coach.

11. Strategy:
Consistent
message
Strategy:
multiple direct
marketing
activities
Review the Marketing Section of the report for key points.
I have highlighted some areas of interest.
Strategy: Target
communications

12. Continue to scroll through the document for additional information.
Let’s try key word searching for advertising next.

13. There is an entire section of this document on advertising. Read
through to ideas and references to justify your advertising campaign.

14. Industry Research
• 10K/Annual reports
– Retrieved from company websites
• Industry Trends
– Retrieved from IBIS World database
Now that we’ve reviewed the
10K report let’s visit the
Databases for some Industry
Trend Research

15. To access the databases you have to log into your
BlackBoard account & select the Library Tab

16. Chat Live with a Librarian if you need help or navigate to
the databases by on Research/Explore – Databases.

17. The databases are listed by subject. Since we are looking for the
IBIS World database we can search the A-Z list.

18. IBIS World
Double Click on IBIS World to launch the Database

19. This is the IBIS World home screen. Enter your product type to search for
industry trends.
The sample search we are
conducting is for handbags

20. Look to the Industry Report Section and choose the most relevant report.

21. Navigate the different sections of the report by clicking through the tabs
at the top. The page displayed gives you an overview of the industry.
Download, print,
save and search the
report using these
icons.
Let’s scroll down the
page to see the
Industry Overview

22. Does your
target
audience have
the disposable
income to
purchase your
product?
Who are the
major players?
What are they
doing well?
Can you apply
that?
Start looking for information that will inform who you target customer is
and who your key competitors are.

23. Back at the top of the page let’s explore some of the other tabs of the
reports – starting with the “Industry at a Glance”.

24. First you get some visuals depicting the state the handbag industry, scroll
down for a text heavy analysis.
You can justify your
product type of
referencing an
annual growth in
the industry

25. First you get some visuals depicting the state the handbag industry, scroll
down for a text heavy analysis.
Revenue is
expected to grow
by 4% this is a
good justification
for a handbag as
a new product

26. Specific Advertising Database
• SRDS
– Advertising costs, budget information,
target audience
Let’s switch gears and find the specific pricing
for your advertising needs from the SRDS database.

27. Standard Rate & Data Service
SRDS
Just like for IBIS World to access the databases you have to log into your
BlackBoard account to access the SRDS database.

28. Double Click on the Standard Rate & Data Service (SRDS)
to launch the Database

29. This is the SRDS homepage. There are a few different ways to search for
advertising cost information.
Option 1:
Choose from the drop down
menu the type of media you
would like to advertise in.
Option 2:
Type in the type of market
your product is in. For our
handbag example I have
entered fashion.

30. Let’s review the search results for Fashion advertising
options in all media types.
You have over 2,000
options for
advertising in a
fashion related
media.
You can limit these option
by choosing a media type
to research further or
scroll through the top
results.

31. We are going to research Elle magazine to see if it is the right place to
advertise our new handbag.

32. Statement of Elle
Magazine – Does this
align with your
product?
Each tab will give us information to help decide if Elle is the right place to
advertise our new product.

33. Average reader is
female 37 years old
with an income of
$68,441
Is the audience of Elle magazine your target customer?
If so you can justify advertising here – if not keep searching!

34. This is where you find the hard costs associated with advertising in Elle
that you need to complete your assignment.

35. Be sure to take this
into account when
creating your
advertising schedule
chart
Would advertising
during a special
feature month
increase your target
audience viewing
your ad?
Review when the magazine is released to ensure you can advertise for
upcoming seasons and what the special features are.

36. Back on the General Information Tab there are links to get additional
information about Elle Magazine.

37. We can see some information that was available in SRDS like the rates but
also the Digital Advertising Rates are listed here.

38. Digital Advertising costs should also be included in your advertising budget – as
we learned from the Coach 10K report it is an important advertising resource.

39. LibGuides
• FAS Libguides
• http://berkeleycollege.libguides.com/FAS310NewProduct
Assignment
• Resources specifically chosen to support your research for
this assignment.
• http://berkeleycollege.libguides.com/fashion
• Resources to support your success in the Fashion Marketing &
Management Program
– Websites & blogs to follow
– Videos
– Book & eBooks
– Database help & more…

40. This is the New Product Assignment Guide. Browse the tabs to find materials
specifically selected to support your completing this assignment.
Need help
with your
research?
Chat with a
librarian!

41. You can access all databases we reviewed in this Presentation from here and
there are helpful hints on what types of information to search for in each.

42. This is the Fashion Marketing & Management Guide. Browse through the tabs fo
usual resources to help support the Fashion Program.

43. You can click on each of the pictures to be brought to a list of website on each
topic. Browse through the tabs to find additional resources.

44. • Email – kelly-bennett@berkeleycollege.edu
• 732-750-1800 ext. 2201
• Live Chat accessible from the library
homepage & the LibGuides
We are here to help you!