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Best Viral Fashion Xmas Ads 2012

A Very Merry Xmas and Happy 2013 to all!

May your creativity and aspirations be flowing and all your wishes and dreams come true!

All the best to all!

Enjoy!

Victoria’s Secret ‘Angel Fantasies’

Old Navy ‘Twas the Jordan Knight Before Christmas’

Cartier ‘Winter Tale’

BooHoo ‘Christmas TV Ad’

Marks & Spencer  ‘The Greatest Hits this Christmas’

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10 Reasons Your Business Should Have a Custom Facebook Landing Page

If your business is on Facebook, adding a custom landing page can have a big impact on your presence there. A custom landing page can help drive web traffic, add value to your online marketing efforts and increase sales.

If you’re considering the types of benefits a custom landing page can create, this post will help make up your mind.

A custom Facebook landing page can:

1. HIGHLIGHT A CALL TO ACTION.

One of the biggest points about your landing page should be to direct your audience to do something, whether its signing up for your newsletter, downloading a coupon or requesting a free sample. You can use a custom landing page as a way to extend the reach of your lead generating efforts.

2. DRIVE INTEREST IN CURRENT PROMOTIONS, EVENTS AND PRODUCTS.

A landing page can be a great flexible feature area for your web presence. You can generate a buzz around new products there or break news about sales and promotions. Heck, you might even want to test out breaking new information there first to see if it helps grow your network.

3. DO SOMETHING DIFFERENT.

There are several touted best practices for a Facebook landing page, and several companies that are heralded as having some of the best ones out there. Unfortunately, this spurns a lot of copycats. Try to take cues from what you see as a best practice and add your own dose of originality.

4. PERSONALIZE YOUR COMPANY IN AN IMPERSONAL WORLD.

Facebook profiles without customization can be bland and formulaic. A well-designed landing page will help your page stand out in a land of static templates. A thought out landing page can also help you personally connect to your audience and further brand your platform. Be careful not to simply recreate your web design. Remember, your customers are there to get something unique.

5. WELCOME VISITORS TO YOUR PAGE.

On Facebook, new fan pages and groups pop up every day. There can be confusion as to whether or not you are on the “official” page of the brand, celebrity or organization you are searching for. A landing page will lend credibility to your platform and reassure your audience they are in the right place. And it’s a pretty cool welcome mat, too.

6. DETERMINE ROI WITH IFRAMED LANDING PAGE TABS.

We’ve got news for your accounting department — you can now determine whether or not your Facebook page is directly leading to sales. Several socially savvy companies have caught on to this. JCPenny, Delta and Threadless all have shopping carts iFramed into their Facebook pages. Whether you’re booking public storage spaces or selling software, your Facebook page can act as another direct sales channel.

7. HIGHLIGHT SPECIAL OFFERS FOR “LIKING” YOUR PAGE.

Once you actually get someone to your Facebook page, there’s no guarantee you’re going to get them to actually click that “Like” button. Use a landing page to give them that incentive. Think about special discounts, coupons or other rewards you can give to your network to thank them for their loyalty.

8. DRAW ATTENTION TO YOUR “LIKE” BUTTON.

Let me peface this by saying that I’ve never had a problem locating a “Like” button on a business page. However, there are still valid reasons to embed them in a landing page. Mobile devices, like smart phones and tablets, are quickly evolving into the primary tools people use to access the Internet. It’s now much more difficult to gauge what will appear above and below the fold. Strategically embedding a “Like” button in another spot may make it more likely a visitor will follow your call to action. But don’t go overboard.

9. SHOWCASE YOUR CREATIVITY OR HUMOR WITH UNIQUE CONTENT.

A landing page is a place where companies can step outside of their stilted corporate persona and connect with an audience from one human to another. Think of something “off the wall” (Oh, no I didn’t. Yes, I did.) to display the personalities within your organization. Humor is a no brainer. Taco Bell (another company that is mentioned frequently in social media marketing) currently uses its landing page as a Superhero video comic strip. This is the kind of unique value customers are seeking when they become a part of your network.

10. CALL ATTENTION TO YOUR VALUE PROPOSITIONS.

By now, your brand has established its value propositions. Without duplicating your website content, use the landing page as a flexible channel to bring attention to the benefits your company offers. One thing to note when you do this however is to not be overly promotional. Eyes will glaze. Back buttons will be clicked.

Source: Sexysocialmedia.com

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Why Mobile Holds the Key to the Future

2678_iphone-apps_medium

Just like the e-commerce and blog sceptics before them, those who doubt the importance of m-commerce and mobile marketing will be exposed as short-sighted

Contrary to popular belief, mobile is not just a new medium that will win attention. Instead, it represents a continued trust in a brand and its values which translate to a new channel for marketing and commerce. And as more consumers transfer their online shopping habits to mobile devices, this means the biggest beneficiaries will be those luxury brands which consumers trust across all channels – mobile included.

“Affluent and wealthy consumers are embracing mobile functionality and mobile applications,” said Milton Pedraza, CEO of the Luxury Institute in New York. “Right now they’re doing it for things that are a little mundane, but also for important things like financial services and financial information, and they have downloaded luxury brands’ apps.”

“Younger consumers have downloaded more than older consumers, but as devices get easier to use and as more people buy mobile devices with better screens, I think you’ll see mobile becoming a far more important device – even more important than the PC in terms of interacting with consumers,” he said. “It’s going to become a mobile world and luxury brands need to be really prepared.”

Finding the fit

All indications point to more luxury brands starting to advertise on mobile ahead of a fully-fledged mobile commerce presence over the next couple of years.

Prestige players such as Polo Ralph Lauren and Toyota’s Lexus have made waves and moved the needle. Each has taken an early initiative in targeting consumers with mobile advertising and each by integrating interactive components.

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Neiman Marcus’s Christmas Book, Lexus advertising page on Esquire and R.L. Gang, the Ralph Lauren’s storybook for its children line

For example, Lexus placed a full-page rich-media ad in the launch edition of male lifestyle magazine __Esquire__’s iPad application. The unit prompted users to manipulate a digital graphic using their fingers to launch a 30-second video shot for the brand’s national “Drive Precision” campaign. Consumers could then find out more information about Lexus’ IS line of sedans and locate nearby dealerships to schedule an appointment.

Ralph Lauren, which was awarded 2010 Luxury Marketer of the Year, launched a shoppable storybook called “R.L. Gang” that promoted its children’s fashion line. The company placed a banner ad in The New York Times’ Editors Choice iPad application that drove awareness of, and traffic to, the initiative.

The storybook ran a plot narrated by entertainer Harry Connick Jr. that featured characters wearing Ralph Lauren items. Users could click the characters to shop the items online or on their iPads. The feature was viewed 131,000 times across channels, generating more than 100 million impressions worldwide, and drove a 250% increase in sales over the corresponding period in 2009.

Other luxury brands such as the automaker Bentley and watch manufacturer IWCShaffhausen have converted their branded magazines into interactive applications. Mercedes-Benz even integrated the iPad into its point-of-sale system, enabling dealers to conduct transactions on the showroom floor using the mobile technology.

Retail detail

Another example of a luxury brand looking to navigate the new marketing ecosystem by integrating mobile into its sales strategy is the storied US luxury department store chain Neiman Marcus.

“Even if you do have a great contact strategy, it doesn’t matter if your customer is disappointed with your lack of multichannel integration,” said Gerald Barnes, president and CEO of Neiman Marcus Direct, at the Luxury Interactive conference in New York in June. “Multichannel integration is key to prove that we’re customer-centric, 21st-century luxury retailers.”

“When you think about the customer, the customer just really expects you to get the merchandise from wherever the merchandise comes from,” he said. “You need to be able to move back and forth between your own channels.”

The retailer fully mobilized its entire product catalogue this summer, making it available on a mobile commerce site compatible with any web-enabled handheld device.

“Our strategy is to enable our customer to shop with us anywhere she wants to, any time she wants to, from any place she wants to,” said Ginger Reeder, vice president of corporate communications at Neiman Marcus. “To that end, NeimanMarcus.com is on a mobile-friendly site and we are seeing increased usage.”

“ Multichannel integration is key to prove that we’re customer-centric, 21st-century luxury retailers ”

Additionally, the brand has launched two mobile applications: NM Editions for the iPad and NM Gift for the iPhone. NM Editions creates a unified platform for viewing all of Neiman Marcus’ publications such as its annual Christmas Book that was released in early fall. Consumers can select and buy items from the catalogues within the application, which is available for free in Apple’s App Store.

The NM Gifts application lets consumers browse and buy from Neiman Marcus’ full selection of holiday gifts. It also integrates the iPhone’s accelerometer technology to create a more interactive shopping experience, letting consumers shake their devices to generate gift suggestions at random.

“When you look at the way [luxury retailers] reach and connect with consumers today, the old model where consumers are loyal to one channel of distribution has gone by the wayside,” said Pam Danziger, president of US-based firm Unity Marketing. “Marketers need to be reinforcing relationships across all channels, because that’s how consumers are shopping.”

“Neiman has done a whole lot of work in understanding this cross-channel mix and bringing the channels together into a unified marketing strategy,” she said.

Just check in

While success stories abound of luxury brands effectively tapping mobile’s potential for driving conversions, the actual development process can be tricky.

“I think the challenges are, specifically, when you first build a mobile site or application, it’s the first time you have done something,” said Christoph Oberli, vice president of e-commerce at the Mandarin Oriental. “You basically don’t know what you don’t know, and the learning experience can be a challenge.”

Mandarin Oriental had to address such concerns early in the development process for its slate of mobile properties, which includes a website and an iPhone app, as well as a forthcoming iPad app. One challenge the company faced was in understanding what its target consumers wanted out of a mobile offering.

“You really need to understand your customer if you want to build a mobile presence – and even more so because it’s such a small screen,” Oberli said. “When you’re in such close proximity to your customer, you need to really understand the customer and what it is they want to do on a mobile site and build around that. That’s a prerequisite more than a challenge.”

The Mandarin Oriental PC website has the most content and images, whereas the mobile site is a spare experience that focuses on maximizing utility and minimizing clutter by providing only relevant information for individual travellers. Meanwhile, the application includes information dedicated to bringing destinations surrounding the brand’s hotels and serves more as a travel guide than the other platforms, while also enabling bookings.

“Our mobile site was a big push first, and led to a lot of visits and a decent amount of bookings,” Oberli said. “The application was built in a later stage and was more of an engaging tool.”

“All three of our platforms – the website, the mobile site and the app – are trying to form online touch points for our customers, and have slightly different purposes,” he said. “In other words, there is some consistent content across all three platforms, then some very specific items for each platform.”

Another challenge is development.

“We’re a small company, so we don’t have in-house development teams,” Oberli said. “With virtually everything we do, we work with a third party. The beauty of that is, as a luxury brand, you need to build the absolute best. Whatever you do has to be top quality everywhere.”

“In our case, we have worked with solid partners who built apps and mobile sites before, so we could alleviate some of that danger [of inexperience],” he said.

What now?

The luxury industry, at large, faces a few challenges in terms of mobile engagement. The first is that many luxury brands are still working to understand how to execute e-commerce strategies. Marc Jacobs and Donna Karan have only launched e-commerce-enabled websites in 2010. For such brands, mobile will be a catch-up game.

What’s more, many other luxury brands are reticent to adopt mobile commerce strategies for fear that they might lose some of their prestige and mystique by making items available on a sales channel even further removed from the traditional showroom experience than e-commerce is. Consumers, however, are shopping across channels. And mobile is becoming a bigger piece of the equation.

“Mobile enables luxury brands to reach consumers at each step in the marketing funnel – awareness, trial, persuasion and loyalty,” said Mickey Alam Khan, editor in chief of Luxury Daily (1). “The consumer is already on mobile – don’t fall too far behind.”

Source: Luxurysociety.com

(1) Luxury Daily is a trade publication covering luxury marketing and retail

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Oscar de la Renta’s CEO: “why e-commerce works & how social media serves the fashion brand’s designers & merchandisers”

When the Improbable Is Also Profitable

2680_alexbolen_mediumBecause today’s luxury goods consumers are present across numerous channels, being there for them wherever they may be is a crucial aspect of business to get right, says Alex Bolen, Oscar de la Renta’s chief executive – and the man responsible for the fashion brand’s foray into e-commerce and social media.

“Our presence online has suggested to me that consumers are very quickly adjusting their behaviour to new modes of shopping and we need to really be out at the forefront of it. We have had many surprise anecdotes from having our brand online, anything from a $50,000 chinchilla coat sale through our website to completing a sale for a bridal dress via Twitter.”

For many luxury fashion brands, e-commerce has still not yet eclipsed the performance of physical stores but a very significant consumer appetite is present.

“ Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase ”

“When we first began thinking about e-commerce three to four years ago I was very sceptical that our brand would not fare well as, at that time, we were not particularly optimized in products that don’t have size requirements. Our bread and butter product is a $4 – 5,000 cocktail dress which is very fit intensive, in fact the perfectly fitted garment is an important part of our brand and this is something that seemed to me didn’t jive well with an online shopping experience.”

“I was wrong about that. Surprisingly we have had a very good reaction to our fit intensive products online. What we found in retrospect is that customers will order two different sizes and keep one of them.”

“Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase – as a luxury brand it’s important to us that we are present wherever our customer is.”

According to Bolen, e-commerce currently drives only 10% of the luxury fashion brand but it is growing very quickly. In a relatively short period of time, he forecasts Oscardelarenta.com to become the brand’s most prolific door.

One of the ways that the brand is extending its outreach to drive customers back to the site is through social media. Oscar de la Renta has taken a very creative approach to emerging media platforms such as creating a unique online personality for the brand on Twitter called OscarPRgirl. The brand uses Twitter as a channel to provide unique insight into the world of Oscar de la Renta and to engage with entirely new audiences as well supporting the interests of existing ones.

“We want to broaden our array of services to our customers as much as possible and services include consuming content. Everyone who goes to Oscardelarenta.com is a potential shopper – maybe they are a shopper today maybe they are a shopper in six months. As a brand we need to figure out a way to engage them and we need to offer services for wherever that person may stand on the potential customer spectrum.”“As a brand, we want to augment the initiatives online started by OscarPRgirl and speak more about what we are doing by explaining what our brand is about in more than just 140 characters. This means we want to extend our communications to areas such as rich video content and audio content.”

For a luxury brand like Oscar de la Renta, social media is proving to be much more than just a PR tool but one that is feeding business insights about the brand back to the company. “For Oscar de la Renta, social media has provided us with information on what our customers think, what they need, what they want and what they expect of us. From our jewellery offerings, accessories, scarves, etc. we have made many merchandising choices [and] many design choices based on feedback we got online.”“I am a big believer that you have to listen to your customers, and the online world has given us a new way to listen to our customers and we have learned to position ourselves based on what we hear.”

Source: Luxurysociety.com

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Four Powerful Strategies For How Luxury Brands Should Use Social Media

Luxury brands have a specific challenge in using social media: the need to retain the aura of exclusivity around their brands even as they embrace the inclusive, accessible nature of social media.

Here’s the solution: luxury brands should use social media in a manner that awareness of the brand’s promise is accessible while achievement of the brand’s promise is exclusive.

Here are four powerful strategies for how luxury brands should use social media to become accessible to fans but still remain exclusive for customers –

Luxury Brands Social Media

 

The four strategies are positioned along the accessibility-exclusivity continuum

1. Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens. Examples include LMVH NownessThierre Mugler WomanityD&G SwideWyndham Resorts Women on Their WayBMW Mini Space and Rolex Awards.

2. Leverage your brand’s desirability to create sharable digital artifacts. Examples include the Godiva virtual gift shop on Facebook and Hermes ties posters on Facebook.

3. Bring together designers, artists and customers to share how they interpret your brand. Examples include Burberry Art of the TrenchMac Artist TweetsCoach Design a Tote Contest and Sheraton Resorts Better When Shared.

4. Create a private invite-only social network like A Small World to underline your brand’s exclusivity. Examples include the Generation Benz community.

For more, do read (and share) our comprehensive guide to how luxury brands should use social media to become accessible to fans but still remain exclusive for customers.

Source: Thesocialcustomer.com

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Fashion 2.0: Magazines Capitalise on Shopable Content

Jennifer Aniston by Steven Klein | Source: W MagazineJennifer Aniston by Steven Klein | Source: W Magazine

In recent seasons, fashion brands have learnt to think like publishers, creating original digital content to earn attention and attract fans who will carry their message across the internet. But the reverse is also true: squeezed by shrinking advertising budgets, traditional content creators like magazines are learning to think like retailers, embracing e-commerce to open new revenue streams and monetise their content.

Click here to find out more!“Publishers are the number one generators of purchasing intent for brands every day, but are being allocated an ever shrinking amount of ad dollars,” said Philippe von Borries, co-founder and publisher of popular fashion website Refinery29.com.

Indeed, “intent generators” like magazines are losing their fair share of sales revenue to “intent harvesters” like shopping sites at the end of the purchasing process, observes internet entrepreneur Chris Dixon in an insightful blog post entitled “A Massive Misallocation of Online Advertising Dollars.”

Mr. Dixon suggests that better techniques for tracking how publishers generate purchase intent could lead to a more favorable allocation of advertising dollars, allowing content sites to focus purely on producing content. But many magazines are hedging their bets, becoming both “intent generators” and “intent harvesters” by launching their own online shops and integrating them into their editorial platforms.

Click here to find out more!

SHOPPING CHANNELS

Time Inc’s key fashion title InStyle first launched InStyle Shopping back in 2007, letting consumers browse and buy an edited array of products from retailers like Neiman Marcus, Nordstrom, and Bergdorf Goodman, and earning the magazine a share of the sales revenue. According to Simeen Mohsen, InStyle’s director of digital business operations, InStyle Shopping has “moved more than $10 million in product since launch.”

While InStyle declined to quantify exactly what this number means in terms of revenue for the magazine, other online publications and blogs earn 8 to 12 percent on clicks that lead to successful sales via affiliate programmes. Even if InStyle only earned about half as much  — say 5 percent — this would translate to $500 thousand in revenue since 2007.

The Business of Fashion

But ShopStyle, the social shopping engine that has powered InStyle Shopping since launch, states on their website: “The rate you are paid per click depends on a number of factors, including how often clicks result in sales for the retailer, the amount of each sale, and whether those products are returned for a refund. As a result, the rate you are paid can vary over time.”

Building on the success of InStyle Shopping, Time Inc. recently made a strategic move to deepen the integration of e-commerce across InStyle.com. In January, the publisher acquired StyleFeeder, a personal shopping engine that uses pattern recognition technology to make product recommendations. StyleFeeder is expected to be woven throughout InStyle’s website and replace the current partnership with ShopStyle. Speaking to the Wall Street Journal, Fran Hauser, head of digital strategy for the group that manages InStyle, explained: “Our editors are generating significant consumer demand for products in the retail market. And what StyleFeeder allows us to do is share in that value creation.”

Vogue iPad App Contents Vogue Brings Out Its First iPad App

InStyle isn’t the only magazine that’s been integrating e-commerce into its offering. Last November, Condé Nast’s Lucky magazine added online shopping to its editorial platform, bringing intent generation and intent harvesting together in one destination. “We felt strongly that we wanted to weave the eboutique into Luckymag.com rather than create a separate ecommerce site,” said Mary Gail Pezzimenti, Lucky magazine’s web director. “We believe that women want to shop alongside great fashion how-to advice, styling videos, fashion news and galleries of great outfits or hairstyles.”

Independent fashion titles have also been experimenting with e-commerce. Last Autumn, AnOther Magazine launched AnOther Shop, an online boutique with specially commissioned merchandise, from artworks by Jake and Dinos Chapman to laptop cases by Gareth Pugh. Then, a couple of months later, AnOther Magazine launched AnOther Loves, a product recommendation engine that sits alongside, but separate from AnOther Shop. It’s a bit like a collective blog, with product picks crowdsourced from a carefully selected list of contributors. “We wanted to turn this collection of desirable goods into a collaborative stream, and with a little semantics have realised this could be very useful for recommendations,” said Alistair Allan, digital director at Dazed Group which publishes AnOther.

CURATED COMMERCE

Magazine brands are also positioning themselves to generate and harvest purchase intent beyond their websites. During London Fashion Week in February, AnOther Loves teamed up with London department store Liberty on an initiative called AnOther Loves Liberty, a curated selection of Liberty products that appeared on AnOther Loves, as well as on Liberty’s website and at their Tudor-style flagship.

Partnerships with sample sale sites have also been popular. Lucky has teamed up with Net-a-Porter’s online outlet, theOutnet.com, to host flash sales curated by Lucky editors, Hachette Filipacchi’s Elle magazine has a deal with Rue La La and Vogue is partnering with Gilt Groupe to let consumers shop select products from the current issue.

SHOPABLE ADVERTISING

A few weeks ago, Vogue also launched an iPhone app designed to make the magazine’s advertising shopable. Called Vogue Stylist, the app is loaded with styling advice and monthly trends supplied by Vogue editors, alongside products advertised in the magazine, which consumers can browse, mix and match with items uploaded from their own closet, and ultimately click to buy. “Vogue Stylist pairs a user’s wardrobe with products from Vogue advertisers to produce a look that is both chic and new,” said Holly Tedesco, integrated marketing director at Vogue. Using the camera built into the iPhone, the app even allows readers to scan and shop physical ad pages in Vogue’s print issue.

FULL INTEGRATION

But some magazines are going beyond branded shopping channels, curated e-commerce partnerships and shopable advertising. They are integrating e-commerce directly into their center-of-book editorial. This month, W magazine launched a shopping guide alongside images of covergirl Jennifer Aniston, with numbered bullets — and links to external shopping sites — that correspond to the clothing Ms. Aniston wears. Indeed, the integrated shopping guides appear in all of W’s fashion spreads for April.

If this kind of deep integration of commerce and core editorial content appears to pose an inherent conflict of interest, it’s worth remembering that at fashion magazines, these lines have long been blurred. Across the industry, the products featured in editorial are often a function of a magazine’s advertisers.

Furthermore, in the real lives of fashion consumers, magazines and shopping are already integrated. People have used magazines as inspirational product guides since their very inception, a behaviour that’s even easier now that editorial sites and online shops are just a click or tab away from each other. So why shouldn’t publishers offer shopping services that streamline the process for consumers and capture a share of the sales revenue that’s rightfully theirs?

That’s not to say that an independent stylistic point of view is not important. It’s tremendously important. It’s what attracts readers in the first place. Going forward, the most successful magazines will be those who are able to maintain their unique point of view, while capitalising on content that’s shopable. A contradiction? Not necessarily. A challenge? Definitely.

“Over the next few months we will be launching several new commerce products,” said von Borries of Refinery29. “We firmly believe that commerce should be an integral element of a digital content site that features new fashion products, trends and designers every hour. Commerce and community also belong together. Whoever does not embrace the two will lose out in the long run.”

Indeed, people love to shop, but even more than that, they love to shop together. While forward-thinking youth apparel brands like Vans have experimented with realtime social shopping, letting users share the experience of customising shoes, we’ve yet to see a content site that lets readers explore and shop fashion together, in realtime.

Source: Businessoffashion.com by Vikram Alexei Kansara is Managing Editor of The Business of Fashion

 

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Fashion Marketing Techniques

  • Fashion marketing techniques apply many of the same marketing strategies that large and small businesses use. Fashion marketing includes market research, advertising and promotion. Research gathers information about the market for a particular brand or product. Advertising helps generate sales, and promotion increases brand or product awareness. Some fashion marketing techniques include fashion events, print publications, press releases and media relations, digital media and product placement.
  • Events
  • Fashion marketers conduct promotional events. Product launch events invite the media and public or private guests to learn about new product offerings such as jewelry and other accessories. Runway events showcase fashion apparel that is worn by models. Spectators view the models to see how the clothing fits and evaluate the overall look. Other events involve hosting or sponsoring charity events and causes that help build brand awareness.
  • Print Publication
  • Fashion marketers use print publications to promote the brand or product offering. Print publications include the brand’s self-published magazines, trade and consumer magazine advertisement, mailings and newsletters that feature individual products, flyers and posters at store locations, point-of-purchase announcements that are placed at the checkout counter, product inserts that are included with product purchases and billboard ads along highways and city streets.
  • Press Releases
  • Fashion marketers create and distribute press releases. Fashion marketers use press releases to announce the brand’s activities. Releases may introduce a new fashion line or brand, or introduce the brand’s founders. Press releases often keep the public informed about the brand’s activities by announcing new and upcoming product launches, runway events, successes and newsworthy stories about the brand or individual products. Marketers distribute press releases to newspapers and other media outlets, and may use a public relations firm to help reach larger audiences.
  • Digital Media
  • Fashion marketers use digital media for research and promotion. Web technology provides an efficient platform for collecting survey data that reveals information about the brand’s market. For example, some brands that process orders online ask the customer to fill out a satisfaction survey after they complete the purchase. Other Web technology involves social media applications that accomplish outreach and promotional goals. Fashion marketers can keep target markets up-to-date with live status messages, and use profile queries to find new potential customers and distribute e-promos to relevant audiences.
  • Product Placement
  • Fashion marketers, publicists and other promoters use product placement marketing techniques. Product placement techniques involve featuring fashion items and apparel on television programs, movies and celebrities. Product placement displays the product without explicitly advertising it, because this marketing technique displays the product within the context of the primary entertainment. Sometimes, television commercials follow-up on television shows that feature product placement items to increase awareness or credibility.
  • Source: eHow.com By Miguel Cavazos, eHow Contributor

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