1. Marketing YOUR Product
Obj. 4.02
Understand Buyer’s Market

2. 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.
Marketing

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 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. Manufacturer’s use both trade & consumer media to reach both markets.
Outdoor: Billboards, painted walls, buses, bus shelters, taxis & phone Kiosks Radio, TV, Internet & event Sponsorship

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 work together or become partners 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
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.
Personal Appearances
In-Store Clinics
Videos

19. Image Book Look Book Hangtags Glossy Photographs
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 Radio Scripts & TV Commercials
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.