UNIT F

FASHION
PROMOTION
6.01 Identify the
components of the
promotional mix.

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Promotion: The
communication with
customers about products and
services to create demand and
encourage purchases.

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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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Promotion is one of the

four major elements of
the marketing mix.
Product
Place
Price
Promotion

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Promotional activities
affect how customers view a
company.
Deceptive or misleading
promotion practices can
harm a business.

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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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Promotional mix elements

Advertising
Personal selling
Publicity
Public relations
Sales promotion

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Advertising

Any PAID form of

NONPERSONAL
presentation of
ideas, goods, or
services made by an
IDENTIFIED
SPONSOR.
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Personal selling
PERSONALIZED,
TWO-WAY
COMMUNICATION
with a customer in the
process of exchanging
merchandise for money
or credit.

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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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Publicity
NEWSWORTHY
INFORMATION
about a company,
product, or person
placed in the media
AT NO CHARGE
with the purpose of
creating a desired
image.
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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 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
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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
Attractive and appealing physical
display of merchandise combined
with effective store layout and
dcor.
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
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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
businesss 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
markdowns.

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