UNIT FFASHION PROMOTION 6.04 Describe the use of special events in fashion promotion.
Special events Promotional activities designed to increase customer traffic, sell goods, and improve company image. • Not typical day-to-day promotions. • May last for one afternoon or for several weeks. • Used to reach potential and current customers.
Fashion shows Trunk shows Special sales Celebrity appearances Demonstrations Charitable celebrations 7. Fashion awards 8. Sampling 9. Premiums 10. Personal improvement sessions 11. Teen boards Special events
1. Fashion Shows Special events that use live models to present apparel and accessories. • Attract Media attention
Fashion Shows • Formal modeling • Use of runways • Large production • Informal modeling • At restaurants, salons, retail stores • Models simply walk among customers
When planning a fashion show… • Determine the purpose of the show. • Consider the budget. • Determine the target audience. • Develop a theme, keeping the audience, merchandise, and time of year in mind. • Prepare a timeline, including responsibilities and duties. • Schedule the location, date, and time. • Develop a guest list. • Select the merchandise and models.
When planning a fashion show… (cont.) • Plan the lineup, music, and choreography. • Plan for the security of the merchandise, equipment, participants, and audience. • Prepare the promotional plan and send press releases and invitations. • Develop the program, script, tickets, and other items needed for the show. • Prepare the stage, runway, backdrop, decorations, lighting, and props if these are to be used. • Conduct rehearsals. • Evaluate the effectiveness of the show.
2. Trunk shows Attract media attention Advertised in newspapers Direct mail invitations to notify potential customers Many times live models are used. Designers or company representatives bring a collection to a store for a short period Customers can view and purchase
3. Special sale A store offers specific customer discounts and/or special merchandise discounts to entice customers to buy. • Usually occur as exclusive offers or during private shopping hours • Ex: 15% for all CMS Students
4. Celebrity appearance A personal appearance by a famous person or group to bring attention to the store. • Usually the celebrity’s presence will guarantee crowds. • Increased customer traffic often translates into sales.
5. Demonstrations Very common in the cosmetics industry A promotional technique designed to entice customers to purchase a product by showing how the product may be used.
6. Charitable celebrations Promote causes and raise awareness while putting the name brand in front of an audience. Ex: Kohl’s donates 10% of all July sales to AIDS Research
Award celebrations Bring publicity to the fashion industry Recognize outstanding designers Showcases new and rising designers The American Fashion Awards VH1/Vogue Fashion Awards Council of Fashion Designers of America Awards 7. Fashion awards
8. Sampling Giving away free products or charging a minimal price for introductory products. • Customer may become a regular user of the item. • Utilized primarily in the cosmetics and fragrances industry
9. Premiums Very prominent in the fragrances and cosmetics industries Free gifts or inexpensive items used to reward purchasers of selected products.
10. Personal improvement session A seminar on personal grooming, make-up, proper dress, and do’s and don’ts of fashion. • Can turn lookers into purchasers.
11. Teen board Teen Boards: Serve the community Learn about the fashion and retailing industry Attend monthly meetings Plan fashion shows Participate in store functions. A group of high school students hired by a retail store to represent it in the community.