Fashion and thePromotional Mix

Lesson Objectives• Explain the four components of the

promotional mix.• Describe a fashion promotion plan.• Discuss how designers and

manufacturers use branding and licensing.

What is Promotion?Any form of communication a business

uses to inform, persuader or remind people about its products or to enhance its image.

Promotional Mix• Any combination of the four components

of promotion:– Sales promotion– Public relations and publicity– Advertising– Personal Selling

Sales PromotionShort-term incentives used to interest

customers in buying products

Trade Promotions• Promotions WITHIN the industry• Trade Shows• Conventions

AmericasMart - Atlanta

Consumer Promotions

• Manufacturers– Promote collections

and/or lines– Fashion Shows– Designer

appearances– Trunk Shows

• Retailers– Generate traffic– Contests– Sales– Premiums– Free samples– Free services– Coupons– E-mail offers

Targeted to final user

Public Relations• Communications used to create a positive

image for the business– Creates goodwill for the business– Encourages customers to buy– Revlon

• Run/Walk for Cancer Research

– Avon• 3-Day Walk for Breast Cancer

Promotional Mix• Any combination of the four components

of promotion:– Sales promotion– Public relations and publicity– Advertising– Personal Selling

Publicity• Non-paid message giving information about a

company– Merchandise– Services– Activities– Employees– Press release

• Written news stories sent out to the media

Writing A Press Release

What is a Press Release?

Short document that provides information about your organization’s events and activities to a newspaper, magazine, TV or radio station.

The Elements of a Press Release

Heading

FOR IMMEDIATE RELEASE

Can be placed at the top of the release or in the fist sentence of the first paragraph

The Elements of a Press Release

• To: Rhea Porter, Asheville Citizen-Times From: Center for Participatory Change Contact: Craig White, 828-299-9437Date: April 20, 2003

The Elements of a Press Release

• Provide a headline.

“Total Health & Fitness Grand Opening Celebration May 14”

The Elements of a Press Release

• Writing the release

• The first sentence is the ‘lead’--it should grab the reader’s attention.

• The second sentence gives a factual summary of the article. Some people only read this far, so make your point right away.

The Elements of a Press Release

• Writing the release

• Be sure to provide a brief description of your organization for readers who may not know much about you.

• Use quotes from members, leaders, or other supporters to strengthen your points or provide detailed information. Text carries facts; quotes carry feeling.

The Elements of a Press Release

• Writing the release

• Write like a reporter--just the facts. Who, what, when, where and why. Don’t praise yourself--just write objectively, and let your work speak for itself.

The Elements of a Press Release

• Writing the release

• Write like you’re talking about someone else--she, they, the organization--not we, us, our organization. Keep it short: 400 words or less. Use short paragraphs of only one or two sentences.

The Elements of a Press Release

• Writing the release

• In the last paragraph, explain how people can contact you or get more information.

• Three to four number signs together signal the end of the press release.