Term
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Definition
| all types of communication used by an organization to influence sales |
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Term
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Definition
| Product,Price,Place,Promotion |
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| Purpose of Fashion Promotion |
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Definition
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Term
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Definition
| create an awareness of a company and it's products |
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| convince customers about the benefits of products |
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Definition
| let customers know where the product is available |
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Definition
| advertising by the trade (texile manufacturers,designers) directly to RETAIL customers |
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Definition
| advertising by a wholesale source to another company (designers to stores,textile company to garment manufacturer) |
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Definition
| a store advertising to consumers |
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Term
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Definition
| a plan of promotional events,usually for a six month period |
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Definition
| determined by the end result desired-sell certain merchandise,advertise a sale or a brand name, increase general store traffic |
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| message or theme of a promotion |
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Definition
| what will the promotion say to the customer |
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Term
| parts of a promotional plan |
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Definition
| goals,message,activities,timing,media mix,assignments of responsibilities,budget,evaluation methods |
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Term
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Definition
| the way that the company will judge the results of a promotion- sales of an item,store sales in general, store traffic |
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Term
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Definition
| how much of each type of promotional media will be used in a promotional plan |
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| who puts the promotional plan into action? |
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Definition
| in large companies- the advertising and fashion departments. In small companies this may be the owner. |
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Term
| The budget for an ad is usually calculated as a |
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Definition
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| What percent of sales is usually allowed for the cost of a promotion? |
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Definition
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Term
| What are the costs involved in a newpaper ad? |
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Definition
| design,layout,photo shoot,media |
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Term
| What is included in the cost of a tv ad? |
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Definition
| writing,actors,director,camera operator,airtime |
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Term
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Definition
| The manufacturer of the product pays for part of the store's ad for the product |
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Term
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Definition
| a paid form of mesage to the consumer |
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Term
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Definition
| the company running an ad |
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Term
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Definition
| product and institutional ad |
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Term
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Definition
| an ad designed to attract the consumer to the store, sell the image of the store |
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Term
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Definition
| advertising to sell a specific product |
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Term
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Definition
| for each ad-defines the target audience,theme,and how it will entice the audience |
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Term
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Definition
| method of delivery of the ad- radio,tv,magazine etc. |
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Term
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Definition
| The tags,labels,containers that a product has,which can be used to promote the product |
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Term
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Definition
| headline,copy,illustration,logo,white space,layout |
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Term
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Definition
| a summary of the ad message in large print |
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Definition
| the written part of an ad |
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Definition
| the visual part of an ad,artwork or photos |
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Term
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Definition
| identifies the company,appears in all communication |
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Term
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Definition
| the blank part of an ad (may be color or background) |
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Term
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Definition
| how all of the elemnets of an ad are placed in the ad,how they work together |
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Term
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Definition
| following federal and state laws, advetising in a fair manner-having the products,not making false claims |
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Term
| deceptive price promotion |
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Definition
| unethical advertising claiming that a product is on sale,when it was never sold at the higher original price. |
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Term
| deceptive product promotion |
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Definition
| false or misleading claims about the product |
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Term
| deceptive sales practices |
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Definition
| running an ad for a very low price when the company does not have the product or tries to switch the consumer to a higher priced product |
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Term
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Definition
| a deceptive sales practice where a product is offered at a low price,but sales people are instructed to push a higher price product (get the customer in the store and trade up) |
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Term
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Definition
| activies designed to improve the stores image with customers,investors and the community |
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Term
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Definition
| UNPAID news about a company |
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Term
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Definition
| a package of photos and news stories created by a company to give the press premade articles to run |
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Term
| What is the purpose of visual merchandising? |
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Definition
| to sell products and promote the store image. |
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Term
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Definition
| Displaying products in teh most appealing way. |
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Term
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Definition
| where merchandise is displayed. |
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Term
| What percent of a store is selling areas? |
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Definition
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Term
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Definition
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Term
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Definition
| the way goods are displayed-hung,shelved,etc. |
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Term
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Definition
| clothes are hung so that only the shoulder is visible |
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Term
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Definition
| clothes are hung facing forward so the whole garment is visible |
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Term
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Definition
| store layout with a main aisle |
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Term
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Definition
| free flowing store layout, customers must move around fixtures |
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Term
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Definition
| the way the fixtures are arranged on the selling flooor |
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Term
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Definition
| racks, shelves,and showcases that are used to display product |
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Term
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Definition
| a round rack used to display clothes |
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Term
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Definition
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Term
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Definition
| a small rack with two arms |
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Term
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Definition
| a flexible wall with holders for shelves, display arms,etc. |
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Term
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Definition
| displays of product inside the store |
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Term
| What are the functions of interior displays? |
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Definition
| interest the customer, show how outfits can be coordinated,create impulse sales,enhance the stores image |
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Term
| What are some interior display locations? |
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Definition
| store entrance,near cash register,at ends of aisles |
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Term
| What should be considered when selecting products for display? |
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Definition
| current,well stocked products,new and in demand,look good in display,encourage purchases |
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Term
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Definition
| co-ordinating products that make an outfit |
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Term
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Definition
| different sizes or colors of the same item |
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Term
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Definition
| a variety of items pulled together to show a theme (like animal prints, valentines day, etc) |
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Term
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Definition
| support or hold merchandise-mannequins,pedestals |
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Term
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Definition
| used to create mood or setting |
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Term
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Definition
| extra non merchandise items that go into the display |
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Term
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Definition
| a term for the signs that are used to inform customers |
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Term
| Information found on signs |
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Definition
| might include prices, discounts, product features |
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Term
| How is a display evaluated |
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Definition
| does it have sales appeal?Does it draw the customer into the store and help to locate the goods? |
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Term
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Definition
| Mannequins or other displays at the window of the store -facing te outside so the customer will be drawn in |
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Term
| What are trhe types of store wndows? |
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Definition
| enclosed,semi enclosed,open and island |
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Term
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Definition
| promotional activities used to build traffic,sell goods,and enhance image |
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Term
| Theatrical presentations of clothing and acceessories on models |
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Definition
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Term
| Designer fashion shows shown to elite customers. |
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Definition
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| Fashion shows presented by retailers to consumers. |
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Definition
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| The planned ararngement of movement to the music. |
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Definition
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Term
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Definition
| The spoken explanation of what is going on in a fashion show. |
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Term
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Definition
| a casual presentation of clothing with models walking around |
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Term
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Definition
| Models appear on a runway |
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Term
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Definition
| The person in charge of the entire fashion show |
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Term
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Definition
| An audience that is required to attend,for instance employees of a store,or for a business event. |
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Term
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Definition
| The audience attends as a result of advertising the show. |
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Term
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Definition
| The basic idea of the show, the "story". |
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Term
| How long does a fashion show usually last? |
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Definition
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Term
| How is the location for a fashion show determined? |
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Definition
| The purpose,type and size of the show,near the desired audience. |
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Term
| What are some safety and security considerations. |
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Definition
| Keeping merchandise safe from theft, keeping the audience and emplyees safe from injuries. |
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Term
| WHat determines fashion show costs? |
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Definition
| the type and size of the show,and the location |
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Term
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Definition
| income, the amount of money the show will make after expenses are paid |
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Term
| What are some of the expenses of a fashion show? |
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Definition
| Renting the location, paying the models, advertising,lights and music. |
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Term
| Fashion show merchandise should be selected to match what traits of the audience? |
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Definition
| Age,sex,lifestyles,spending habits |
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Term
| What percent of the merchandise in a show should be items that the audience will be interested in buying? |
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Definition
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Term
| In what parts of the show should the strongest merchandise groupings be shown? |
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Definition
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Term
| How many outfits should be shown per minute? |
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Definition
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Term
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Definition
| Records items that are borrowed for the fashion show |
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Term
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Definition
| the order in which models and outfits appear in teh show. |
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Term
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Definition
| the models try on the outfits for a fashion show and make adjustments |
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Term
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Definition
| elevated walkways for the models |
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Term
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Definition
| rows of chairs facing the runway |
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Term
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Definition
| The audience sits at tables during the show,used when food is served as part of the show |
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Term
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Definition
| the combination of different music used for the show. |
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Term
| What are the forms of promotion used for fashion shows? |
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Definition
| Publicity and advertising |
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Term
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Definition
| practice sessions where everyone involved runs through the show. |
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Term
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Definition
| help the models change clothes quickly. |
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Term
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Definition
| Cue the models to go onstage |
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