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Fashion A: Standard 8 Created by: Kris Caldwell, Timpanogos High School Promotion Promotion: Indirect, or nonpersonal, selling. It is aimed at a large general audience. Types of Promotion: Advertising Publicity Visual Merchandising Video Merchandising Advertising

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fashion a standard 8
Fashion A: Standard 8
  • Created by: Kris Caldwell, Timpanogos High School
promotion
Promotion
  • Promotion: Indirect, or nonpersonal, selling. It is aimed at a large general audience.
  • Types of Promotion:
    • Advertising
    • Publicity
    • Visual Merchandising
    • Video Merchandising
advertising
Advertising
  • A paid promotional message by an identified sponsor through various media:
    • TV
    • Radio
    • Magazine
    • Newspapers
    • Billboards
    • Direct Mail
    • Transit
    • Directory
publicity
Publicity
  • Free promotion, includes nonpaid messages to the public about a company’s merchandise, activities, or services. Ex: newspaper story.
  • “Press kits” are distributed by some companies to the press with information, hoping to have it included in news presentations.
visual merchandising
Visual Merchandising
  • Presenting goods in an attractive and understandable manner.
  • Types of Displays:
    • Interior: Inside the store
    • Exterior: Windows
  • Special Events: Celebrity appearances, fashion shows, etc. can enhance visual merchandising
video merchandising
Video Merchandising
  • Uses videos in retail stores to show new fashion trends, promote merchandise, and build customer traffic.
  • Set up near product they are promoting
  • Some are educational (to train employees)
types of retail stores
Types of Retail Stores
  • Department Store: Retail establishments that offer large varieties of many types of merchandise placed in appropriate departments.
  • Flagship Store: Original “parent” store that gives direction and merchandise to its branch stores.
  • Branch Stores: Additional stores operated from a flagship store and with the same name and merchandise.
types of retail stores8
Types of Retail Stores
  • Chain Stores: A group of stores owned, managed and controlled by a central office.
  • Discount Stores: Sell clothing and other merchandise in large, simple buildings with low overhead.
  • Specialty Stores: Retail outlets that handle a specific kind of merchandise or one category of goods, such as shoes, bridal attire, or children’s apparel.
types of retail stores9
Types of Retail Stores
  • Mail order houses: Direct-mail marketing done by selling to consumers through a catalog.
  • Franchise: Business arrangement in which a firm grants a retailer the right to use a famous or established name and trademarked merchandise in return for a certain amount of money.