Fashion and PromotionNovember 17th, 2008

By: Elizabeth Luongo and Ashley Ramirez

Market Situation

A. WSJ articles1. Market Problem

B. Companies in focus 1. Target, Victoria’s Secret, Topshop, Lepore, and

retail stores ( Saks, Macy’s, J.C. Penney Co.)

Promotional tools from Exhibit 9.3

A. Advertising - gets the message or product across to a large audience 1. Internet, magazine, product & company brochures,

billboards 2. Focusing on Customers emotional appeal & rational appeal 3. Specific Mediums and in-store networks

B. Sales Promotion - promotes product trial 1. Target - coupons, prizes or other incentives

2. Victoria’s Secret - Samples 3. Topshop - example of

giveaways C. Direct Marketing - can target a more specific audience

1. E-mail, printed & online catalogs 2. Focusing on emotional appeal

3. Specific language

Fashion and PromotionNovember 17th, 2008

By: Elizabeth Luongo and Ashley Ramirez

ObjectiveIncrease sales, successfully implement new products, and create useful WOM (word-of-mouth) communication and WOM (word-of-mouse) online

Exhibit 9.4 The Media Mix Market ScaleTarget Audience CharacteristicsMedia choices Message Content

Local Demographics InternetRegional Geographic MagazineNational Psychographics Direct mailGlobal Behavioral Billboards

In-store networks

By: Elizabeth LuongoBy: Elizabeth Luongo&&

Ashley RamirezAshley Ramirez

Companies in Focus:

TargetVictoria’s SecretTopshopLeporeRetail stores (Saks, Macy’s, J.C.

Penney Co)

Advertising- gets the message or product across to a large audience

[example: internet, magazine, product & company brochures, & billboards]

Focusing on customers emotional appeal & rational appeal

Specific Mediums & in-store networks

Sales Promotion- promotes product trial & stimulates immediate purchase, or gives rewards for repeat purchases

Target- coupons, prizes, & other incentives

Victoria’s Secret- samples of the fragrance collections & body scents

Topshop- giveaways to first # of customers

Some retailers are even beginning to produce the “inconvenient bag” which is an eco-friendly bag to promote retail stores & save plastic

-fashionable?-bar codes of how many times the bag

is being used-good promotion?-maybe a discount everytime you bring the bag back to the retailer?

Direct Marketing- can target a more specific audience, encourage direct response

[example: email, printed & online catalogs]

-Focusing on emotional appeal-Specific Language

Increase sales, successfully implement new products, & create useful WOM [word of mouth] communication & WOM [word of mouse] online

Exhibit 9.4 The Media MixMarket Scale -> Target Audience Characteristics -> Media Choices -> Message Content

LocalRegionalNationalGlobal

DemographicsGeographicPsychographicsBehavioralMedia Habits

InternetMagazineDirect MailBillboardsIn-Store networks