F ASHION M ERCHANDISING 1: S TANDARD 5 Fashion Retail and Promotion

O BJECTIVES Students will analyze forms of fashion retail and promotion. Objective 1: Describe types of fashion retail Objective 2: Demonstrate knowledge of fashion promotion. Objective 3: Demonstrated knowledge of business marketing strategies. Objective 4: Identify careers in the fashion merchandising industry.

T YPES OF F ASHION R ETAILERS Department Stores: retail establishments that carry different kinds of merchandise and house them in separate sections or departments. Ex: Flagship Stores: Core stores for brand name retailers, usually the “original” store. Ex: Macy’s Herald Square, New York

T YPES OF F ASHION R ETAILERS Specialty Stores: stores that handle only apparel or even only one specific type of apparel. Ex: Maternity, shoes, bridal, children’s apparel, etc. Boutique: specialty store that offers a limited selection, items tend to be more trendy Ex: Bella Me Chain Stores: a group of stores owned and managed by a central office. Ex: American Eagle, most “mall” stores, etc. Designer Stores: store that is owned and operated by a designer or manufacturer and carries only its own lines. Ex: Gucci, Chanel, Ralph Lauren. etc.

T YPES F ASHION R ETAILERS Outlets: an off-price retailer that sells overruns or damaged items from a prior season Ex: Tanger Outlet Center, Park City Discount Stores: sell clothing and other merchandise at lower prices, may be private or national brands. Ex: Mail-order Houses: Direct-mail marketing done by selling merchandise through the use of catalogs. Ex:

O THER T YPES F ASHION R ETAILING Television retailing: All products sold on special tv networks. Ex: On-line retailing: Almost every type of retailer- whether department store, boutique, discounter, or designer- offers online services. Customers are able to shop 24/7 and have the merchandise shipped directly to their home.

F ASHION P ROMOTION Promotion: Any form of communication a business uses to inform, persuade or remind people about its products. Types of Fashion Promotion: Advertising Publicity Sales Promotion Visual Merchandising Personal Selling

A DVERTISING A paid promotional message by an identified sponsor about its fashion products or ideas. Companies use different types of media to get their message to the customer. Broadcast Media Television Radio Print Media Magazine Newspaper Directory Direct Mail Outdoor (Billboards /Transit) Online Media Popup Ads Banner Ads

P UBLICITY Includes nonpaid messages to the public about a company’s merchandise, activities, or services. Press releases/ Press kits: sent out by some companies to the press with information, written as news stories, hoping to have it included in news presentations. Fashion businesses do not have control over the publicity they receive.

S ALES P ROMOTION Short-term incentives used to interest customers into buying products. Examples: Fashion shows Special appearances Contests Premiums Samples Coupons offers

V ISUAL M ERCHANDISING The integrated look of an entire store. The goal of effective visual merchandising is to sell goods by promoting the store image and creating a positive shopping experience for the customer. Types of Visual Merchandising: Storefront Store layout Store interior Interior displays

V ISUAL M ERCHANDISING Store front: exterior of the store, gives the first impression Signs, marquees, window displays Store layout: arrangement of floor space The customer should be able to walk through the store and easily view the merchandise

V ISUAL M ERCHANDISING Store interior: Lighting, color schemes, store fixtures Interior displays: Space design, fixture and hardware, mannequins, floor and wall coverings, in-store signage

P ERSONAL S ELLING Requires direct contact with the customer. Can take place in any of fashion industry segments. Final stage of a sale, after the customer has been prompted by advertising, publicity, sales promotions and visual merchandising.

H ANG T AG A detachable sign attached to a garment that provides promotional information.

L OGO A symbol or other design adopted by an organization to identify its products.

S LOGAN A short, striking or memorable phrase used in advertising.

TRADEMARK A symbol, word, or words legally registered or established by use as representing a company or product.

C OPYRIGHT A legal form of protection provided to authors of original works.

C AREERS IN F ASHION P ROMOTION & R ETAIL Art Director/Designer: Develops advertising that will be placed in all forms of media. Graphic Designer: Produces the advertisements based on direction from the art designers. Fashion Copywriter: Writes advertising material for fashion- industry clients. Display Designer: Creates displays and is usually involved with special events and promotional activities. Fashion Model: Models clothing on the catwalk, for ads or for mail-order catalogs. Photographer: Photographs models, fashion apparel, and accessories. Buyer: Buys clothes and accessories for a store or department to sell Associate Buyer: Assists buyer in presenting merchandise to staff, tracking shipments, and calculating markdowns. Merchandising Coordinator: Makes sure retail stores are fully stocked. Trend Researcher: Analyzes and forecasts trends, makes purchase recommendations. Store Manager: Oversees all aspects of the store’s operation. Sales Associate: Sells fashion apparel and accessories in a retail store.