Advertising Fashion

Advertising the Producto 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 Advertisingo Increases saleso Increases product

awarenesso Improves company imageo Accomplishes its intended

purpose

Targeting a Customero 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 Buildingo Establishing an identity or

image for a line of apparelo Branding requires:

o Consistent advertisingo Consistent imageo Consistent qualityo Consistent price lines

Parts of a Print Ado Headlineo Body Copyo Illustrationo Slogano Trademarko Relevant reason to buy

Relevant Reason to Buyo 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 Ado 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 Ado Two major costs:

o Production of the ado Placement of the ad

o Factors affecting costs:o Size or length of the ado Number of consumers

exposed to the ad

Types of Mediao Print Media

o Newspapers, magazines, billboards, outdoor posters

o Most frequently usedo Placement in the publication

affects costs and effectiveness

Types of Mediao Broadcast Media

o Television, radioo National or regionalo 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 Mediao Direct Mail

o Postcards, statement enclosures, catalogs

o If targeted to right group, very effective

o Cyber Mediao Websites, email, online adso 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 Ado Target the customero Determine best options to

reach the audienceo Create ad’s message and

theme that attracts attention, communicates the desired information, and causes action