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MARKETING YOUR PRODUCT

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(1)

MARKETING YOUR

PRODUCT

Obj. 4.02

Understand the Buyer’s Market

(2)

MARKETING

Effective Marketing can often make the

difference between success and failure for an apparel company.

Designers and

Manufacturers hire PR firms to handle

extensive arrangements for Collection and

Market Week openings.

(3)

MARKETING

In the Global Apparel Market Marketing refers to:

Publicity

Advertising

Activities used to

promulgate brand-name recognition and generate sales.

(4)

A “run of show

(numbered list of models to be shown

) is given out at show to

journalist &

manufacturers

best customers.

(5)

INVITATIONS

Digital invitations &

mailed invitations are also sent to journalist &

manufacturers best

customers.

(6)

PROMOTIONAL ITEMS

Promotional items such as shopping bags, t-shirts and umbrellas with the manufacturer’s

name on them, can

serve as walking

advertisements.

(7)

Fashion programs are an amazing

opportunity for designers to have

“free” publicity.

Examples are:

E!

CNN

MTV’s “House of

Style”

(8)

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

(9)

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

!

(10)

Designers often donate gowns to celebrities to

wear in public.

(11)

ADVERTISING IS THE . . . .

Planning, Writing, Producing & Scheduling of paid announcements designed to attract

potential customer’s attention to the

manufacturer’s merchandise.

(12)

Companies such as GAP, NIKE, Ralph Lauren, & LEVI Strauss & Company

spend the largest amounts

on advertising.

(13)

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.

(14)

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

(15)

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.

(16)

ITEM ADVERTISING

Manufacturers choose one item from a

collection to be in an ad.

Manufacturers usually see direct sales

response.

(17)

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.

(18)

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.

(19)

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.

(20)

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.

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