2007 Fairchild Publications, Inc.. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 2 The only segment of the fashion industry that

2007 Fairchild Publications, Inc.


Chapter 12So You Want to Be in Fashion?Fashion Auxiliary Services 2

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:

1. Advertising2. Publicity3. Public relations



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



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



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



Fashion Magazines• Godey’s Lady’s Book, was established

150 years ago as a fashion magazine• Sara Joseph Hale, first editor of

Godey’s, is best remembered as a feminist

• Godey’s Lady’s Book was the forerunner of today’s fashion magazines, such as Vogue, Harper’s Bazaar, Glamour, Seventeen, Elle, and Marie Claire



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 Gentlemen’s Quarterly; largest

circulating men’s fashion magazine– Esquire, regarded as an authority on the latest

trends in men’s wear– Men’s Vogue, the latest addition in men’s

fashion magazines



General Consumer PublicationsDisseminates 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



Trade Publications:Only for the Industry

Best known trade publications include:• WWD, for the women’s trade

– Started as a page in the Daily Trade Record, 1910

• DNR, for the men’s trade– Started as the Daily Trade

Record, in 1892 at Chicago World’s Fair

• W– Industry magazine reports

on high fashion and high society



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



Advertising Agencies

• Sell commercial space or time

• Prepare selling manuals

• Develop promotional campaigns

• Perform market research for clients in the consumer market



Public Relations Agencies

• Enhance the client’s image and sales potential

• Perform and direct public relations

• Sponsor events designed to enhance and shape the client’s image and brand



Fashion Stylists

• Select and coordinate looks for catalogs, print ads, and commercials

• They wield tremendous artistic clout in today’s image driven fashion world



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



Visual Merchandising

• The arrangement and presentation of merchandise in the store

• Appeals are made directly to the client’s target market via the correct visual merchandising effort in the stores

• Display fixtures, signs, and graphics are the main conveyor of visual merchandising



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



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



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



• Most are located in New York City’s garment center– The Doneger Group

– Federated Merchandising Group

Buying, Merchandising and Product Development Organizations



So You Want to Be in Fashion?So Did They… Now It’s Your Turn!

Welcome to the Fashion Business!

Elaine Stone

Documents

2007 Fairchild Publications, Inc.. Chapter 12 So You Want to Be in Fashion? Fashion Auxiliary Services 2 The only segment of the fashion industry that