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fashion promo plan
Irene Ortiz
CHARLES W FLANAGAN HIGH SCHOOL
Contact Irene Ortiz

Page Last Updated Nov 01, 2008
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DECA.ORG

Target Market

http://www.allbusiness.com/marketing/segmentation-targeting/2588-1.html

 http://www.entrepreneur.com/encyclopedia/term/82498.html

http://www.allbusiness.com/marketing/segmentation-targeting/2588-1.html

Baby Boomer  (born from 1946 to 1954)

  • Memorable events: assassinations of JFK, Robert Kennedy, and Martin Luther King, political unrest, walk on the moon, Vietnam War, anti-war protests, social experimentation, sexual freedom, civil rights movement, environmental movement, women's movement, protests and riots, experimentation with various intoxicating recreational substances
  • Key characteristics: experimental, individualism, free spirited, social cause oriented

Baby Boomer (born from 1955 to 1964)

  • Memorable events: Watergate, Nixon resigns, the cold war, the oil embargo, raging inflation, gasoline shortages
  • Key characteristics: less optimistic, distrust of government, general cynicism

Generation X  (born from 1965 to 1979)

  • Memorable events: Challenger explosion, Iran-Contra, social malaise, Reaganomics, AIDS, safe sex, fall of Berlin Wall, single parent families
  • Key characteristics: quest for emotional security, independent, informality, entrepreneurial

Generation Y  also called N Generation (born from 1980 to 2001)

  • Memorable events: rise of the internet, September 11 attacks, cultural diversity, 2 wars in Iraq
  • Key characteristics: quest for physical security and safety, patriotism, heightened fears, acceptance of change, technically savvy, environmental issues

Fashion Promotion Plan  

Tips- Step 4 Schedule of Events

 

  1. Special Events

Examples include: Consumer Promotions such as:

    • fashion shows
    • special appearances by a designer
    • contests
    • sales
    • Factory Packs
    • Traffic builders
    • Coupon plans
    • Promotional Tie-ins (sales promotions between 2 companies)
    • Loyalty Marketing Programs

 

Note- You must use at least 5 special events listed above in your paper!

 

premiums- Are low cost items given to consumers at a discount  or for free.

Loyalty Marketing Programs- rewards customers for making multiple purchases.

Promotional Tie-ins- sales promotions between 2 companies. Ex: Calvin Klein joins with Macys to advertise the new Calvin Klein sportswear line.

Factory packs- free gifts placed inside a bag for customers.

Coupons- used by manufacturers to introduce new products.

 

  1. Advertising-Examples include: direct mail flyers, Sun-Sentinel newspaper, Outdoor Billboards, Bus Transit, Radio, television , Cable TV, Online. 

Select 3-4 forms  of advertising  to use for your promotion.  Include dates and locations for your advertising.  You might also want to include a chart and label accordingly.

Example:

Advertising Media

Date

Location and/or description

1. Sun-Sentinel newspaper

Saturday Dec. 1st thru 5th

We hope to attract customers into our store through this advertising.

2. Y-100 radio advertising

Week of December 1st.

To be aired 20 times during the week.

Our target market (Generation Y) listens to this hip radio station.

3. Direct-Mail flyers

Nov. 30th only

We want to reach customers living in nearby areas two days prior to our sale.

 

  1. Display – Is a presentation of merchandise to attract customers and increase sales.

-Need to mention all 4 aspects about your visual merchandising: (1) storefront

(2) store layout (3) store interior and (4) interior displays.

Marquee-  This is the store sign on the outside  displaying  the Store Name.

Window Displays-  How is it tied into your Sales Promotion?

Lighting-  Is it bright or dim lighting? Explain why

Music in store- Explain the atmosphere you want to create.

Mannequins- Explain how they are used in the promotion.

In-store signage-  Tied-in with your promotion?

 

  1. Publicity (press releases sent to various medias)

Note-  This must be news worthy for media (newspaper) to be interested.  Ex: “Paris Hilton will be at the Fashion Mall to promote her new fragrance line called-  Simple Life.”

Tip-  Create a Press Release to announce your Event. (See pg. 313 Mkt. Book)

Community Relations-  ex: sponsoring special Olympics, Breast Cancer Awareness, MDA, homeless shelter.

 

  1. Other in-store activity (involvement  of sales employees)

You will need to identify specific duties for all sales associates, asst. managers, and  the store manager.  Tip- Create an organizational chart with specific duties.

 

Actual Grading  Rubric – Step 4 Schedule of Events (steps A-E)

Worth 100 points

 

If you received an “X” next to any of the following points, you are lacking detailed information.

 

_____ Did not handwrite your name and event (FPP) & class hour in the upper right-hand corner of paper.

_____ Did not bold and/or label each section of our paper (see bolded areas below)

_____ Step A- Special Events- lacks detail.

_____ Step B- Advertising -lacks detail.

_____ Step C- Display- lacks detail

_____ Step D- Publicity- lacks detail

_____ Step E- Other in-store activity – lacks detail.