Manufacturing, Promotion, and Marketing Fashion and Design Merchandising

Fashion Promotion and Retailing Fill in the blanks about fashion promotion and retailing (worksheet) Basic stock Purchase order Scanners (scanning) Open-to-buy Off-price discounters Leased Retailing Specialty E-tailing Variety stores Anchor Odd lot Stock Loss leader promotion

Channel of Distribution Where can a person buy clothing and fashion items from? Name as many as possible (not individual stores but types)

Apparel Manufacturers Textile Producers Apparel Manufacturers Retailers Consumers Channel of Distribution

Manufacturers vs. Retailers Sell directly to businesses Sales Reps interact with retail buyers Sell large quantities in a few transactions Negotiate prices (more you buy, less per unit) Sell directly to public Associates interact with consumers Sell small amounts in many transactions Set price which involves higher unit selling price

Retailing terms Markup- difference between the store’s cost of goods bought and the retail price of goods Markdowns- price reductions made in hope of getting rid of certain goods (end of season, moves excess merchandise) Odd-figure pricing- retail pricing that is a few cents less than the next higher dollar

Types of stores Department stores Branch stores Chain stores Retail stores Department stores Branch stores Chain stores Discount stores Specialty stores Franchises Mail-order Telecommunication

http://www. supplychain247 http://www.supplychain247.com/photos/multi_channel_distribution_in_the_apparel_industry/2

Costing Different costs are associated with production and selling Some are fixed costs (cost of labor, equipment, marketing, design costs, building use, grading and pattern making) – up to a certain amount Some are variable (cost of materials, transportation) When determining a price, producers must take all of this into consideration What do retailers need to consider when they set the price of the goods to be sold?

From beginning to end (ws) Complete the back side of the worksheet and describe how a garment would go through the process.

Promotion Advertising and Publicity

Promotion Advertising- paid promotional messages by identified sponsor Publicity- free promotion, nonpaid messages to the public about a company’s merchandise, activities, or services Visual Merchandising- presenting goods in an attractive and understandable manner (displays, mannequins, contests) Video Merchandising- uses videos in retail stores to show new fashion trends, promote merchandise and build customer traffic

Advertisements Methods are used in tv commercials, radio commercials, billboards, and magazine advertisements Many approaches are used

Fantasy or Lifestyle

Sensuality

Testimonials

Slice of Life http://www.ispot.tv/ad/7fbr/vicks-dayquil-sick-day-featuring-ted-ligety

Humor http://m.youtube.com/watch?v=F3VwJm4NpJ4

Comparison https://www.youtube.com/watch?v=23LZMSf2ljk

Reasons Why http://www.ispot.tv/ad/7BkA/cadillac-elr-work-hard

Causes

Your Turn Find three advertisements (videos or magazines) that use one of these approaches to advertising You will have to explain how each one uses that approach.

Marketing critique 'Disabled' Mannequins Remind Us That Beautiful Doesn't Mean 'Perfect' (VIDEO) http://m.huffpost.com/us/entry/4379586/ 5 Minutes Of What The Media Actually Does To Women http://www.upworthy.com/5-minutes-of-what-the-media-actually-does-to-women-8?g=2&c=ufb1

Branding What is a brand? Purpose of branding A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. Purpose of branding Get your prospects to see you as the only company that can provide a solution to their problems http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm

Brands What are some brands that you trust? Why?

http://360east.com/blogfileupload/top_brands_2004.jpg

Hangtags Detachable signs made of heavy cardboard, affixed with string, staples, pins, etc., to parts of garment such as buttons, zippers, underarm, seams, belt loops, etc. What company wants you to know!!! Performance features, special finishes, reinforced areas, reversibility, adjustability Contain symbol or logo of company to increase brand recognition

Labels Durable, permanently attached inside of garment, made of ribbon or cloth so as not to unravel Could be stamped with indelible ink or fused to fabric Must contain: Fiber content and percent (by generic name), country of origin, care instructions required to maintain best quality

Packaging Often repeated information from labels or hang tag Includes measurements May be bag, paper wrapping, box, etc.

Clothing Legislation Large variety of laws set by the Federal Trade Commission (FTC). Where fabric came from? Fur? Flammable? Page 263- Textile Fiber Permanent Care

Your Turn You are going to think about a company name that you would like to call your self- then you are going to make a hangtag for that company. What does it represent?