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Introductory Assignment
• Read Chapter 21 in green Fashion
Merchandising book, page 379.
• Define the To Know terms on page
396.
• Answer the 20 Review questions on
page 396.
• On a separate piece of white paper,
draw the Promotion Through the
Fashion Cycle as seen on page 379.
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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.
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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.
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Promotional mix:
The combination of
all types of
communication
used by a business
to inform,
persuade, or remind
consumers about a
company and/or its
products.
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Personal Selling
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
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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 medium’s 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
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A 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
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Promotional 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
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Activities designed to build
positive relations with the
customers, employees, and
the community.
Participation in community
programs
Effective PR can help build a
positive image for a company, but
cannot cover up bad news.
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Visual merchandising
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
Attractive and appealing physical
display of merchandise combined
with effective store layout and
décor.
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Special events
Promotional activities
designed to increase
customer traffic, sell goods,
and improve company
image.
Fashion shows
Trunk shows
Special sales
Celebrity appearances
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Coordinating 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.
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Coordinating 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.
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Promotional 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
business’s version of a product is
best and why.
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Promotional approaches during the
fashion cycle… (cont.)
Decline. Promotion is
designed to gain customers’
loyalty with reduced prices and
reinforce their choice.
Obsolescence. Promotion is
used to emphasize large
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