Techniques of Fashion Promotion
Lecturer, Dept. of Fashion Design
KCC Women’s College (Affiliated by Khulna University)
Fashion Promotion has a large impact on all levels of the fashion business today. A large fashion promotion campaign can often put over a new fiber as a new fashion concept, whereas in the natural course of things new ideas may not be accepted. The industry is always searching for new and exciting ways to reach and impress the public. Promotion has its limit. It is ultimately the consumer who accepts or rejects a new fashion look. Effective communication is as important to channel members as it is to consumers and it is promotion mix that provides the necessary tools and techniques. Advertising, publicity, special events and display helps to promote sale in retailing. Advertising is the use of paid time or space in media such as television, radio, newspaper, magazines or direct mail. Large stores after have their own advertising department, although outside agencies may produce television or radio, commercial. No media costs are paid for publicity, but material used is the choice of the media editors. Special events such as fashion shows also attempt to promote products and store image. Display is the visual presentation of the stores merchandising message. Promotional efforts are co-ordinate with buyers in each merchandising area.
Techniques of Fashion Promotion:
Some of the main techniques for fashion promotion are:
- Fashion Advertising
- Fashion Conference, Trade Fairs and Exhibitions
- Fashion Journalism
- Fashion Shows
- Window Display
Fashion advertising is a branch within the advertising field that focuses on creating promotions for the fashion industry. The goal of fashion advertising is to connect potential customers with the brand, as with other forms of advertising. Advertising is used to promote a corporate/boutique image. It can be valuable tool for fostering goodwill of the company.
Fashion Conference, Trade Fairs and Exhibitions:
Trade fairs, exhibitions and conference comes under the category of sales promotion. Trade fairs, exhibitions and conferences are very important as they provide face to face contact with specifically targeted customers or potential customers and and a high proportion of those attending have buying authority. They also have the ability to generate high quality leads for conversion to sales.
Fashion journalism is the term that describes all the aspects that are published of fashion media. It includes the fashion critics, fashion reporters and the fashion writers. Some examples of fashion journalism are the fashion features in magazines and the newspapers.
A fashion show is an event put on by a fashion designer to showcase his or her upcoming line of clothing. In a typical fashion show, fashion models walk the catwalk dressed in the clothing created by the designer. Occasionally, fashion shows take the form of installations, where the models are static, standing or sitting in a constructed environment. The order in which each model walks out wearing a specific outfit is usually planned in accordance to the statement that the designer wants to make about his or her collection.
A display window, most commonly called shop window or store window, is a window in a shop displaying items for sale or otherwise designed to attract customers to the store. Getting attention is an essential quality of a good window display. An attention-getting display at the store entrance can entice passers-by into entering the store and this is what store-owners hope their display accomplishes.