MARKETING YOUR
PRODUCT
Obj. 4.02
Understand the Buyer’s Market
MARKETING
• Effective Marketing can often make thedifference between success and failure for an apparel company.
• Designers and
Manufacturers hire PR firms to handle
extensive arrangements for Collection and
Market Week openings.
MARKETING
In the Global Apparel Market Marketing refers to:
• Publicity
• Advertising
• Activities used to
promulgate brand-name recognition and generate sales.
•
A “run of show
”(numbered list of models to be shown
) is given out at show to
journalist &
manufacturers
best customers.
INVITATIONS
•
Digital invitations &
mailed invitations are also sent to journalist &
manufacturers best
customers.
PROMOTIONAL ITEMS
•
Promotional items such as shopping bags, t-shirts and umbrellas with the manufacturer’s
name on them, can
serve as walking
advertisements.
Fashion programs are an amazing
opportunity for designers to have
“free” publicity.
Examples are:
•
E!
•
CNN
•
MTV’s “House of
Style”
AFTER MARKET WEEK. . .
A dossier or press kit is prepared and sent to each journalist either by e-mail or a mailed CD.
Kit includes:
Collection Photos
Press release
Biography of designer
•
The Academy
Awards has become the “world’s”
largest fashion show.
•
Competition to dress the stars is
becoming fierce &
the publicity of having a star
photographed in a
designer’s collection
is priceless
!Designers often donate gowns to celebrities to
wear in public.
ADVERTISING IS THE . . . .
Planning, Writing, Producing & Scheduling of paid announcements designed to attract
potential customer’s attention to the
manufacturer’s merchandise.
Companies such as GAP, NIKE, Ralph Lauren, & LEVI Strauss & Company
spend the largest amounts
on advertising.
OUTDOOR:
BILLBOARDS, PAINTED WALLS, BUSES, BUS SHELTERS, TAXIS & PHONE KIOSKS
RADIO, TV, INTERNET & EVENT SPONSORSHIP
Manufacture’s use both trade
& consumer media to reach
both markets.
IMAGE ADVERTISING
Captures the spirit of the brand and builds brand identity.
Tries to get consumer to buy into a life-style, first on a
psychological, emotional, or
aspirational level &
then on a product level.
Searches to manipulate consumers feelings.
Uses controversy,
humor, celebrities, sex or shock to get attention.
Cost fashion companies millions of dollars in advertising yearly
CELEBRITIES
Command huge sums of money to help shape a companies image.
Receive free clothes in the hopes they will wear them in public.
Ad companies arrange for celebrities to be
photographed in clothing.
Swim and activewear
companies use athletes for
models.
ITEM ADVERTISING
Manufacturers choose one item from a
collection to be in an ad.
Manufacturers usually see direct sales
response.
COOPERATIVE ADVERTISING
Manufacturers cooperate financially with textile
producers and retailers on advertisements.
This allows the public to become more aware of the brand names.
This “cooperation” often saves the manufacturer up to 50% of their advertising budget.
OTHER MARKETING AIDS
Personal
Appearances
In-Store Clinics
Videos
Manufacturers often provide retailers with aids that they can use in their advertising, publicity, and public relations.
They might use one or
more of the following
aids.
Image Book
Mini catalog that shows a sampling of a collection.
Look Book
For customers and or sales associates to
learn about the product and how pieces work together.
Hangtags
Tag that helps carry out a designer or brand image.
Glossy Photographs
Photographs of merchandise provided to stores to be used for publicity or
advertisements.
MORE AIDS
Statement Enclosures
Small mailing pieces, similar to pages in a catalog.
Radio Scripts & TV Commercials
Stores can “tag” media spots & run them in their local area.
Designer Trunk Show
Designer brings entire collection to buyer. Hard work, but a great way for a new designer to get known.
Display Fixtures
Manufactures provide to stores to improve visual merchandising.