PowerPoint Presentation Fairchild Books

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?2007 Fairchild Publications, Inc.
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Fashion Auxiliary Services

• The only segment of the fashion industry that
  works with all other segments simultaneously
• The three broad categories of auxiliary services
  include
• Advertising
• Publicity
• Public relations

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Advertising

• Space and time is paid for
• Most often, it is a campaign with a predetermined
  strategy agreed upon by client and agency
• It can appear in print (magazines and newspaper),
  radio, and television

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Publicity

• Free and voluntary information about a product or
  company
• Publicity involves agencies or in-house public
  relations departments distributing various press
  releases to publishers
• Publishers may choose to publish or discard these
  releases

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Public Relations

• Also the free and voluntary mention of a product
  or company
• Public relations are geared toward the long term
  image enhancement of a client
• Involves events like trunk shows, fashion shows,
  in-store breakfasts for important customers,
  parades, and various other activities to earn
  goodwill and notoriety

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Fashion Magazines

• Godeys Ladys Book, was established 150 years
  ago as a fashion magazine
• Sara Joseph Hale, first editor of Godeys, is
  best remembered as a feminist
• Godeys Ladys Book was the forerunner of todays
  fashion magazines, such as Vogue, Harpers
  Bazaar, Glamour, Seventeen, Elle, and Marie Claire

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Fashion Magazines

• The 1990s and 2000s brought new fashion magazines
  into the fashion business
• For women
• InStyle, covers fashion trends among celebrities
• Lucky, a fashion magazine about shopping
• Essence, targeted for African Americans
• Latina, targeted for bilingual Hispanics
• For men
• GQ, formerly Gentlemens Quarterly largest
  circulating mens fashion magazine
• Esquire, regarded as an authority on the latest
  trends in mens wear
• Mens Vogue, the latest addition in mens fashion
  magazines

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General Consumer Publications

• Disseminates fashion news to the public
• The New York Times, Chicago Tribune, Washington
  Post, provide weekly section to fashion
• Time, Newsweek, People, provide occasional
  fashion coverage
• Good Housekeeping, Cosmopolitan, target young
  singles
• Cosmo Girl, Seventeen, Teen Vogue, target
  teenagers

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Trade PublicationsOnly for the Industry

• Best known trade publications include
• WWD, for the womens trade
• Started as a page in the Daily Trade Record,
  1910
• DNR, for the mens trade
• Started as the Daily Trade Record, in 1892 at
  Chicago Worlds Fair
• W
• Industry magazine reportson high fashion and
  high society

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Broadcast Media

• Television
• From commercials to sitcoms, fashion pervades the
  medium
• Cable
• Infomercials, HSN, QVC and CNN all have fashion
  features
• Radio
• Does not feature visuals but has captive,
  targeted audience to announce sales and store
  events
• Internet
• Market of one addresses the individual market
  directly

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Advertising Agencies

• Sell commercial space or time
• Prepare selling manuals
• Develop promotional campaigns
• Perform market research for clients in the
  consumer market

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Public Relations Agencies

• Enhance the clients image and sales potential
• Perform and direct public relations
• Sponsor events designed to enhance and shape the
  clients image and brand

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Fashion Stylists

• Select and coordinate looks for catalogs, print
  ads, and commercials
• They wield tremendous artistic clout in todays
  image driven fashion world

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Store Design

• Involves space for the sale of merchandise
• Correctly done, it increases customer sales
• Fixtures, lighting, and color schemes are part of
  the artistic side
• Placement of ramps, restrooms, fire exits, and
  building codes are part of the functional end

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Visual Merchandising

• The arrangement and presentation of merchandise
  in the store
• Appeals are made directly to the clients target
  market via the correct visual merchandising
  effort in the stores
• Display fixtures, signs, and graphics are the
  main conveyor of visual merchandising

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Fashion Forecasting

• The Doneger Group, Promostyl, Here There are
  some of the big names involved in the business of
  forecasting fashion
• A relatively recent trend
• Prior to the 50s, fashion was still dictated by
  the trickle down theory
• Fashion shows were the undisputed arbiter of taste

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National Retail Federation (NRF)

• Retail trade association that services the retail
  industry with information
• NRF publishes Stores, a monthly magazine
• Regional and national meetings for the retail
  executive are organized by the NRF

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Buying, Merchandising and Product Development
Organizations

• Originally used to place orders for out-of-town
  retailers, today, they perform many tasks
• Watching and reporting on fashion trends
• Strategic planning
• Vendor recommendations
• Import coordination
• Product development

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Buying, Merchandising and Product Development
Organizations

• Most are located in New York Citys garment
  center
• The Doneger Group
• Federated Merchandising Group

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So You Want to Be in Fashion?So Did They Now
Its Your Turn!
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Welcome to the Fashion Business!
Elaine Stone