UNIT 35: Fashion Promotion Student Name:

Learning aim A:

EXPLORE how fashion promotion is used in the fashion industry

KEY CONTENT AREAS: The components of fashion promotion Strategies for fashion promotion campaigns

Work through the tasks below in order, you will later need to adapt your answers into the form of a presentation on the different components of fashion promotion, including case studies of successful promotional strategies. This sheet and your presentation will both be assessed.

To complete the tasks successfully you will need to refer to the course website, you own previous work, and complete further independent research.

A.P1: PART ONEEXPLAIN HOW THE DIFFERENT COMPONENTS OF FASHION PROMOTION ARE USED TOGETHER TO FORM A PROMOTIONAL CAMPAIGN.

Research and define the 3 key terms below:

Advertising Marketing Branding

Describe how the 3 areas relate to one another:

Define and describe the four stages of ‘A.I.D.A.’

Stage Description1.

2.

3.

4.

Describe how A.I.D.A. could be used when planning and producing a fashion promotion campaign. You may include example images from fashion campaigns

to support your points.

Define the acronym ‘U.S.P.’ and describe its purpose in marketing.

U S PPurpose:

Each of the brands below has a U.S.P. that helps it to stand out from competitors. Research the brands and complete as much of the table as you

can. You may use images to support your answers. The last 2 are blank so you can add your own.

Brand Product U.S.P.Christian Louboutin Shoes Red soles

Stone IslandKickersLevisMargielaAdidas

Research and describe the ‘Marketing Mix’

Give three well-known fashion companies and describe how they have used BRANDING successfully. Include example images for each.

Company Branding example image Why is it successful?

Nike The swoosh is a symbol created by Nike which is consistently present on the majority of their products, making it instantly recognisable to the consumer.The shape of the logo itself suggests speed and smooth motion, as well as resembling a tick, which suggests success.Nike have also consistently used the same bold font in their promotional materials, which grabs the viewer’s attention while giving a modern feeling and being strongly associated with the brand.

Consider the formats of media below and give 3 examples for each.Research and describe how each can be used in a fashion promotion campaign,

and give benefits and weaknesses for each.You may use images to support your answers.

Media formats Examples and uses in fashion promotion

Benefits and weaknesses

Magazines Examples:Love, Vogue, Wonderland, Fantastic Man, GQ…

Uses:Adverts, articles, advertorials. Product placement. Street style features.

+ Read by those with an interest in fashion. High production value can support high-end brand image.

- Often expensive and may only reach a small audience. Limited availability.

Newspapers +-

Supplements +-

Catalogues +-

Television +-

Online Promotion +-

Apps +-

Social Media +-

Blogs +-

Consider the different types of event below and give 3 examples for each.Research and describe how each can be used in a fashion promotion campaign,

and give benefits and weaknesses for each.You may use images to support your answers.

Fashion Events Uses in fashion promotion Benefits and Weaknesses

Fashion Shows Examples:Milan, London, Paris, Tokyo… fashion weeks. Group shows for young designers. Graduate shows. Pop-up catwalk shows.

Uses:Showcasing new collections.

+ Potential customers/fashion journalists can see collections in real life/motion.

- Expensive, time-consuming to produce. One-time event with limited audience (although often filmed or photographed).

In-Store Promotional Events

+-

Online live-streaming +-

Publicity Stunts +

-

Celebrity Endorsement +-

Guerrilla Marketing +-

‘Flash Mob’ Productions

+-

Red Carpet Promotions

+-

Sponsorship Deals +-