UNIT F

FASHION
PROMOTION
6.01 Identify
the components
of the
promotional
mix.

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Promotion: The
communication with
customers about
products and
services to create
demand and
encourage
purchases.

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Promotion may be
done locally, regionally,
nationally, or
internationally.
The goal of promotion
is to communicate with
the largest target
audience possible.
Promotion helps to
attract new customers,
increase sales to
existing customers,
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Promotion should be
designed to
Create an awareness and
understanding of companies
and/or products and to introduce
new products, inform consumers
or changing prices, and explain
new services.
Convince consumers about the
benefits or using certain
products or patronizing
particular businesses.
Remind consumers where to
purchase certain products, to
encourage purchases, and to
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stimulate
additional purchases.

Promotion is one
of the four major
elements of the
marketing mix.
Product
Place
Price
Promotion

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Promotional
activities affect how
customers view a
company.
Deceptive or
misleading promotion
practices can harm a
business.

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Promotional
mix: The
combination
of all types of
communicatio
n used by a
business to
inform,
persuade, or
remind
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Promotional mix
elements

Advertising
Personal
selling
Publicity
Public
relations
Sales
promotion

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Advertising
Any PAID
form of
NONPERSONA
L
presentation
of ideas,
goods, or
services
made by an

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Personal selling
PERSONALIZED,
TWO-WAY
COMMUNICATIO
N with a
customer in the
process of
exchanging
merchandise for
money or credit.
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Personal Selling
Major form of
promotion
Very expensive
because it requires
individuals to make
contact with potential
customers
Designed to complete
the sale once a customer
has been attracted to a
business by advertising,
visual merchandising,
publicity/public
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Publicity
NEWSWORTHY
INFORMATION
about a
company,
product, or
person placed
in the media AT
NO CHARGE
with the
purpose of
creating a

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Free
Carried by mass media. Mass
media are those instruments of
communication designed to reach
the mass of the people.
Must be newsworthy to earn
media space and time
Must be timely, have local
interest, and appeal to mediums
audience
Seems more credible to
consumers than advertising
Company has little control over
content of message or how it is
presented to the public
Can have a good or bad result
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A written news story

sent as publicity to a
newspaper or
magazine.
Used to create public
awareness of store
openings, civic events at
store locations, or
announce employee
promotions
Used to create a
positive image and
awareness about a
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Promotional
information
packages that
contain press
releases
and
Help create
photographs.
awareness of products
or designers latest
fashions and apparel
items
Serve as free
advertising for the
business if pictures
are published by the
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Activities designed
to build positive
relations with the
customers,
employees, and the
Participation in
community.
community programs
Effective PR can help
build a positive image for
a company, but cannot
cover up bad news.
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Visual merchandising
Attractive and appealing
physical display of
merchandise combined
with effective store
layout
and dcor.

Entices customers to
enter the store
Enhances store image
Effectively presents the
merchandise that the
store has to offer
Shows customers how to
wear and accessorize
merchandise
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Special events
Promotional
activities designed
to increase customer
traffic, sell goods,
and improve
Fashionimage.
company
shows
Trunk shows
Special sales
Celebrity
appearances
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Coordinating the
promotional mix elements
Most businesses rely on
more than one form of
promotion to achieve
promotional goals.
The promotional mix is
based on product
characteristics and the
existing market for the
product.
The promotional mix
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Coordinating the
promotional mix elements
(cont.)

Each promotional activity

should be designed to
complement the other
types of promotion being
used by the business.
National advertising
should be coordinated
with local promotional
activities.
Sales staff should be
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Promotional approaches
during the fashion cycle
Introduction. Promotion
is used to introduce trends
and create interest in new
merchandise.
Rise. Promotion is used
to motivate customers and
increase desire for
merchandise.
Peak. Promotion is used
to persuade consumers
that the businesss version
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Promotional approaches
during the fashion cycle
(cont.)

Decline. Promotion is
designed to gain
customers loyalty with
reduced prices and
reinforce their choice.
Obsolescence.
Promotion is used to
emphasize large
markdowns.
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