Techniques of Fashion Advertising
Lecturer, Dept. of Fashion Design
KCC Women’s College (Affiliated by Khulna University)
Advertising is the non- personal communication of information usually paid for and persuasive in nature about products, services or ideas by identified sponsors through the various media.
Fashion advertising is a strong tool of fashion promotion. Advertising is becoming more prominent as companies recognize the need to develop strong brand or corporate/boutique image not just at consumers, but at the trade as well. A strong brand or corporate image can put companies/boutiques in a powerful position negotiating contracts with retailers. The use of branding corporate/boutique image by fashion companies was in the notion of complete look.
Advertising is used to promote a corporate/boutique image. It can be valuable tool for fostering goodwill of the company. To be effective fashion advertising has to be noticed. In advertising, media is the general term used to cover all methods of transmitting a sales message. Advertisers must choose the medium that will best promote an event or best will reach the target market. Generally fashion advertising is visually oriented the philosophy being “WHY TELL THE WORLD IF YOU CAN SHOW IT”. Decisions are made not only about which general medium will be used but also about which particular radio, television, station, newspaper or magazine will reach the appropriate customer for specific merchandise. Each consumer group has unique taste, ideas and interests and consequently responds to different media. Advertising departments or agencies must determine the best possible combination of media to reach the particular target market. To maintain public interest, repetition is necessary part of advertising. Consistency is equally important. The same ad read at the same time every day on radio or a fashion ad in the same illustration style every week on the same page in the newspaper makes people keenly aware of the store or brand name as well as the fashion message.
Objectives of Fashion Advertising:
- To increase market share
- To increase sales of specific product
- To create brand/fashion awareness
- To reassure customers
- To launch a new product/garment
- To encourage customer to trade up from one garment or service to a more experience one
- To reinforce the corporate/boutique identity
- To generate enthusiasm from channel members
- To increase store traffic
- The main advertising media are press, TV, Radio, Cinema, Poster, leaflet, Hot Air-balloons and Direct Mail.
Techniques of Fashion Advertising
1. PROMOTIONAL ADVERTISING:
To sell a product, service or idea. – Example: Nordstrom, Target, Wall mart.
2. INSTITUTIONAL ADVERTISING:
To sell an image i.e. reputation. – Example: Calvin Klein, Guess, Benetton.
- To lure consumers and to enhance their knowledge regarding new products.
- To creatively sell their product.
- To enhance its brand image.
Types of Advertising:
- Television advertising
- Online advertising
- Print media
- Guerilla marketing
- Celebrity advertising
- Aerial advertising
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events.
TV advertising objectives include product and service sales, web site traffic, brand and product awareness, image building, generating sales leads, public relations.
Product and Service Sales – communicate offers that directly generate orders.
Web Site Traffic – Get people to visit your web page(s) who may perform specific actions such as subscribe to a service.
Brand and Product Awareness – Help viewers to understand their need or desire for a product and let them know a solution is available.
Image Building – Provide images or media that help people to store thoughts ***
Sales Leads – Want people to go to places to submit their names and other information that identifies how they are qualified candidates for sales efforts.
Public Relations – Communication of information that is of public interest. Some regulations require companies to communicate information to the general public.
TV Advertising Objectives are usually more than product sales!
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising network.
Print media advertising is a form of advertising that uses physically printed media, such as magazines and newspapers.
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or product.
Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.
- Unique fashion strategy, brings excitement to fashion
- Known for their “fast fashion”.
- Innovative & affordable products.
- Product from design to shelf takes just a period of 2 weeks
- Expansion: 150 stores every year
- Remarkable logistics
- Emphasis on product, price .place which automatically leads to promotion.
- Advertising through store designs.
Advantages for Fashion Industry:
- Any strategy that a brand undergoes to create awareness about their product.
- Through movies.
- Through its store designs.
- Through its advertisements and range.
- Technical innovations & packaging.
Examples: GUCCI brand.