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Fashion A: Standard 8

Fashion A: Standard 8 Created by: Kris Caldwell, Timpanogos High School Promotion Promotion: Indirect, or nonpersonal, selling. It is aimed at a large general audience. Types of Promotion: Advertising Publicity Visual Merchandising Video Merchandising Advertising

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Fashion A: Standard 8

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  1. Fashion A: Standard 8 • Created by: Kris Caldwell, Timpanogos High School

  2. Promotion • Promotion: Indirect, or nonpersonal, selling. It is aimed at a large general audience. • Types of Promotion: • Advertising • Publicity • Visual Merchandising • Video Merchandising

  3. Advertising • A paid promotional message by an identified sponsor through various media: • TV • Radio • Magazine • Newspapers • Billboards • Direct Mail • Transit • Directory

  4. Publicity • Free promotion, includes nonpaid messages to the public about a company’s merchandise, activities, or services. Ex: newspaper story. • “Press kits” are distributed by some companies to the press with information, hoping to have it included in news presentations.

  5. Visual Merchandising • Presenting goods in an attractive and understandable manner. • Types of Displays: • Interior: Inside the store • Exterior: Windows • Special Events: Celebrity appearances, fashion shows, etc. can enhance visual merchandising

  6. Video Merchandising • Uses videos in retail stores to show new fashion trends, promote merchandise, and build customer traffic. • Set up near product they are promoting • Some are educational (to train employees)

  7. Types of Retail Stores • Department Store: Retail establishments that offer large varieties of many types of merchandise placed in appropriate departments. • Flagship Store: Original “parent” store that gives direction and merchandise to its branch stores. • Branch Stores: Additional stores operated from a flagship store and with the same name and merchandise.

  8. Types of Retail Stores • Chain Stores: A group of stores owned, managed and controlled by a central office. • Discount Stores: Sell clothing and other merchandise in large, simple buildings with low overhead. • Specialty Stores: Retail outlets that handle a specific kind of merchandise or one category of goods, such as shoes, bridal attire, or children’s apparel.

  9. Types of Retail Stores • Mail order houses: Direct-mail marketing done by selling to consumers through a catalog. • Franchise: Business arrangement in which a firm grants a retailer the right to use a famous or established name and trademarked merchandise in return for a certain amount of money.

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