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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
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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
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By: Elizabeth LuongoBy: Elizabeth Luongo&&
Ashley RamirezAshley Ramirez
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Companies in Focus:
TargetVictoria’s SecretTopshopLeporeRetail stores (Saks, Macy’s, J.C.
Penney Co)
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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
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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
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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?
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Direct Marketing- can target a more specific audience, encourage direct response
[example: email, printed & online catalogs]
-Focusing on emotional appeal-Specific Language
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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