1.  2007 Fairchild Publications, Inc.

2. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 2 The only segment of the fashion industry that works with all other segments simultaneously The three broad categories of auxiliary services include: 1.Advertising 2.Publicity 3.Public relations

3.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 3 Advertising Space and time is paid for Most often, it is a campaign with a predetermined strategy agreed upon by client and agency It can appear in print (magazines and newspaper), radio, and television

4.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 4 Publicity Free and voluntary information about a product or company Publicity involves agencies or in-house public relations departments distributing various press releases to publishers Publishers may choose to publish or discard these releases

5.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 5 Public Relations Also the free and voluntary mention of a product or company Public relations are geared toward the long term image enhancement of a client –Involves events like trunk shows, fashion shows, in-store breakfasts for important customers, parades, and various other activities to earn goodwill and notoriety

6.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 6 Fashion Magazines Godey’s Lady’s Book, was established 150 years ago as a fashion magazine Sara Joseph Hale, first editor of Godey’s, is best remembered as a feminist Godey’s Lady’s Book was the forerunner of today’s fashion magazines, such as Vogue, Harper’s Bazaar, Glamour, Seventeen, Elle, and Marie Claire

7.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 7 Fashion Magazines The 1990s and 2000s brought new fashion magazines into the fashion business For women: –InStyle, covers fashion trends among celebrities –Lucky, a fashion magazine about shopping –Essence, targeted for African Americans –Latina, targeted for bilingual Hispanics For men: – GQ, formerly Gentlemen’s Quarterly; largest circulating men’s fashion magazine – Esquire, regarded as an authority on the latest trends in men’s wear – Men’s Vogue, the latest addition in men’s fashion magazines

8.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 8 General Consumer Publications Disseminates fashion news to the public: The New York Times, Chicago Tribune, Washington Post, provide weekly section to fashion Time, Newsweek, People, provide occasional fashion coverage Good Housekeeping, Cosmopolitan, target young singles Cosmo Girl, Seventeen, Teen Vogue, target teenagers

9.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 9 Trade Publications: Only for the Industry Best known trade publications include: WWD, for the women’s trade –Started as a page in the Daily Trade Record, 1910 DNR, for the men’s trade –Started as the Daily Trade Record, in 1892 at Chicago World’s Fair W –Industry magazine reports on high fashion and high society

10.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 10 Broadcast Media Television –From commercials to sitcoms, fashion pervades the medium Cable –Infomercials, HSN, QVC and CNN all have fashion features Radio –Does not feature visuals but has captive, targeted audience to announce sales and store events Internet –Market of one; addresses the individual market directly

11.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 11 Advertising Agencies Sell commercial space or time Prepare selling manuals Develop promotional campaigns Perform market research for clients in the consumer market

12.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 12 Public Relations Agencies Enhance the client’s image and sales potential Perform and direct public relations Sponsor events designed to enhance and shape the client’s image and brand

13.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 13 Fashion Stylists Select and coordinate looks for catalogs, print ads, and commercials They wield tremendous artistic clout in today’s image driven fashion world

14.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 14 Store Design Involves space for the sale of merchandise Correctly done, it increases customer sales Fixtures, lighting, and color schemes are part of the artistic side Placement of ramps, restrooms, fire exits, and building codes are part of the functional end

15.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 15 Visual Merchandising The arrangement and presentation of merchandise in the store Appeals are made directly to the client’s target market via the correct visual merchandising effort in the stores Display fixtures, signs, and graphics are the main conveyor of visual merchandising

16.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 16 Fashion Forecasting The Doneger Group, Promostyl, Here & There are some of the big names involved in the business of forecasting fashion A relatively recent trend –Prior to the 50s, fashion was still dictated by the “trickle down” theory –Fashion shows were the undisputed arbiter of taste

17.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 17 National Retail Federation (NRF) Retail trade association that services the retail industry with information NRF publishes Stores, a monthly magazine Regional and national meetings for the retail executive are organized by the NRF

18.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 18 Buying, Merchandising and Product Development Organizations Originally used to place orders for out- of-town retailers, today, they perform many tasks: –Watching and reporting on fashion trends –Strategic planning –Vendor recommendations –Import coordination –Product development

19.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 19 Most are located in New York City’s garment center –The Doneger Group –Federated Merchandising Group Buying, Merchandising and Product Development Organizations

20.  2007 Fairchild Publications, Inc. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 20 So You Want to Be in Fashion? So Did They… Now It’s Your Turn!

21. Welcome to the Fashion Business! Elaine Stone