Advertising Fashion

Advertising the Product o Fashion Advertising: the paid communication between product maker or the seller and the audience or the customer o Advertising: non-personal communication with a large group of people that is paid for by the seller

Effective Advertising o Increases sales o Increases product awareness o Improves company image o Accomplishes its intended purpose

Targeting a Customer o Demographics (age, sex, race, education levels, income levels, location) o Psychographics (lifestyle, attitudes, values, habits) o Understanding who the customer is and what they do helps target the customer for a product

Brand Building o Establishing an identity or image for a line of apparel o Branding requires: o Consistent advertising o Consistent image o Consistent quality o Consistent price lines

Parts of a Print Ad o Headline o Body Copy o Illustration o Slogan o Trademark o Relevant reason to buy

Relevant Reason to Buy o Persuasive language: advertising must appeal to the target audience and be relevant to the potential customer AND cause action now o Product Features: benefits to the customer that are clearly presented to the targeted customer

Paying for the Ad o Cooperative Advertising: vendor shares the cost of the ad with a retailer paying up to 50% of the cost o Advertising Allowance: a % amount allocated to advertising cost based upon the dollar amount purchased by the retailer

Paying for the Ad o Two major costs: o Production of the ad o Placement of the ad o Factors affecting costs: o Size or length of the ad o Number of consumers exposed to the ad

Types of Media o Print Media o Newspapers, magazines, billboards, outdoor posters o Most frequently used o Placement in the publication affects costs and effectiveness

Types of Media o Broadcast Media o Television, radio o National or regional o Cost directly related to the exposure level of consumers (number of viewers/listeners) o Radio not used in fashion advertising as often due to lack of visual appeal

Types of Media o Direct Mail o Postcards, statement enclosures, catalogs o If targeted to right group, very effective o Cyber Media o Websites, , online ads o Annemarie Iverson, Seventeen Editor-in- Chief was quoted in WWD as saying, “My readers are on-line eight hours a day.” o Tremendous growth potential

Creating the Ad o Target the customer o Determine best options to reach the audience o Create ad’s message and theme that attracts attention, communicates the desired information, and causes action