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Welcome to Advertising in the Fashion Industry

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PROMO ONE

PROMO TWO

Online Advertising

Online Advertising is to use the web site to publishing the advertising, it include advertising banners, text link, multimedia etc. Compare with the traditional advertising (newspapers, magazines, TV, radio) even outdoor advertising, online advertising has significant advantages; it is the implementation of modern marketing media strategy essential part. More importantly, for small and medium-sized enterprise expansion pack is a remarkably good condition, to conduct broad international business of the company is even more so.

Actually, online advertising is one of the premier network marketing methods, network marketing strategy system in an important role. A variety of web marketing method also can all understand for the network advertising the concrete forms, is not only limited to put in on the web site of various specifications of Banner advertising, such as electronic mail advertising, search engine keyword advertising, search fixed rankings, etc. All of this format could be belongs to network advertising. No matter what forms, online advertising has the equivalent of characteristics: online advertising is the focus on transfer the marketing information to users.

The Characteristics of Online Advertising

Online advertising needs attached to the valuable information and service. The user in order to get their own have the benefit of information to browse the web, read the E-mail, or using other useful web services, such as a search engine, instant messaging, online advertising cannot leave the valuable information and services. Online advertising is the focus on users’ attentions and the rate of click.

Online advertising is enormous, targeted, enables beneficial conversion tracking, has lower entry-level fees, can be much cheaper and has greater range, it is a advanced platform. Online advertising can use advanced technology to provide information for product and service available, including text, images, audio and video, three-dimensional space and virtual functions to achieve the best unity. Online advertising is personalized form. It belongs to customization model. Advertiser can depend on request of customer, 24 hours to adjust advertising information, and it can be uploading a new product of information to satisfy consumers.

Social Media

With the development of science and technology, the number of Internet users is increasing rapidly, and in people’s daily lives, the Internet becomes more and more influential. Meanwhile, a variety of social media affects people lives. Social media are a new online media to allow users expansive scope for communicating. It has been following characteristics: first most social media services are available to join; they encourage people to discuss, write feedback and share information. Second the traditional media are a format of broadcast, and it is a one-way flow to transfer or distribute the content to users. However, the advantage of social media is two-way to broadcast information. Third in the social media, people can form a community extremely quickly, and they can communicate with a common interest effectively such as photography, drama, political and other topics. Finally, most of the social media are a powerful connectivity, through the link and integrate to merge multiple media together.

In the current media market, social media provide a useful platform to an advertising campaign, more and more advertiser prefers to provide advertising into Facebook and twitter page. About 500 million users use Facebook and Twitter users more than 120 million. According to Market research firm eMarketer prediction, this year's world social network advertising revenue will grow 14% to $2.5 billion. Social media advertising is the fastest growing network advertising.

Social media compared with the traditional media, the characteristics of social networks contains: firstly Active participation. The traditional media broadcast approach is one of the few for most, the carefully prepare content across to mass media, and social network is the participants themselves, people who interested in content through social networks platform release go out, and at his friend "circle" widely Shared. Secondly, No time limit. The content of the traditional media according to time, regional broadcast, watch is the limit on time and space. However, social networks are not subject to any limit on time and space. People can control time and space.

Fashion Show With Advertising

model:jiajia

A Catwalk (Fashion show), in its most basic form, is any narrowing platform on which people may walk. (Model) In this context, a catwalk (Fashion show) may be found anywhere and can be anything. Most of catwalk (Fashion show) used to brands publishing the new product or designer to promotion product.

Actually, most of catwalk (Fashion show) can make to video through the internet to promote the product. It is one of the ways to help companies to promotion the product and realize the immense result. Company use model to wear clothes, shoes, and jewelry to effective brilliant video or photograph to attract an audience. When viewers buy clothes or shoes only watching what products will look like when wearing it, not just what it looks like in the photo or on a hanger. Have this project on the stage wearing away of the model can cause these potential buyers of the ideas of the items will be how to determine when also can express their view of the project from many different angles. This information has been proved to be extremely useful to buy clothes, and through they provide visitors details like this can remarkably increase sales opportunities.

What is Advertising

Network has become a new platform to attract potential customers.Obviously, the media landscape is constantly changing; it brings a vast innovation to advertising marketing. Advertising is essential for the promotional mix of communication tools. It is a paid form of communication. The aim of advertising is independent of the transmitting medium .There are many types of advertising, like Brand advertising, Retail/local advertising, Political advertising, Business to business advertising and Interactive advertising, etc, all types of advertising have the different mode of transmission.

Christian Dior SA.

DIOR

Industry: luxury goods

Founded: 16 December 1946

Founder: Christian Dior

Headquarters: Paris, France

Number of locations: 210 ( as of September 2010) 

Area served: Worldwide high-end shopping districts

Product: high fashion retail 

Dior is a famous French fashion luxury brand. Dior Company mainly deals include women's, men's clothing, jewelry, perfume, cosmetics of high-grade consumer goods. The men's clothing brand has been independent for Dior men's clothing. Since the 1946 years, Dior has been luxuriant with elegant pronoun. Whether fashion, cosmetics or other products, Dior in fashion world has been topped the top.

Louis Vuitton

Louis Vuitton

Type: Division of holding company   
                                                             

Industry: Retail                               
         

Founded: 1854

Founder: Louis Vuitton

Headquarter: Paris, France

Key people: Jordi Constans (Chairman & CEO), Marc Jacobs (Art Director), Antoine Arnault (Director of Communications)

Product: luxury goods

Website: louisvuitton.com

The Relationships between Advertising and Fashion (Part Two)

Nowadays, fashion world came more and more fashion shows, also have more and more fashionable performance requirements, for instance every year, in the fashion world will hold "Leica fashion awards ceremony, the organizer will invite fashion person come to activities, in fact, this is dupont to promote their" leica "the product, this also is an Advertising method. Therefore, dupont can rise the propaganda purpose of the product itself, meanwhile, can flaunt oneself is the founder of fashion, it become fashion and advertising of perfect combination of typical success.

The Relationships between Advertising and Fashion (Part One)

Wide range of advertising and can be seen everywhere of fashion magazines, it make fashion and advertising has been integrated into people's lives. Advertising inadvertently surrounded the lives of people, all kinds of advertising colorful, full of information; let people understand to a large amount of information.

The Characteristics of Advertising and Fashionable Artistic

With the people for the evaluation of advertising, fashion and the different characteristics of the evaluation, Advertising in daily life has been described as the advertising information “cockroaches”. This feature based on advertising, the advertising is good or bad by most people to determine. The main purpose of advertising is to let the public understand the advertised products and concepts visible, look at the general public do not understand the advertising, it means they lost the basic purpose of advertising, it cannot be referred to as "Advertising". The quality of the advertising is directly dependent on commodity purchases.

　

However, Fashion is determined by a handful of people. Fashion is some people who work in the arts for their own design or concept can be people to accept some of the measures taken. Such as organizing various exhibitions, show their works. Now the fashion is determined by many fashion people or fashion show, fashion conference and fashion Party, filled with fashion “brand”, determined by the master of style.

Therefore, advertising is a common phenomenon, affected by the mass behavior; fashion is a minority phenomenon, affected by some people. A person cannot understand the advertising, but may not understand fashion, both compared to the fashion component is significantly greater than advertising. The ads can be any evaluation, if someone evaluation for fashion, which is more difficult.

Traditional Advertising

Advertising is essential for the promotional mix of communication tools. It is a paid form of communication. The aim of advertising is independent of the transmitting medium. There are many types of advertising, like Brand advertising, Retail/local advertising, Political advertising, Business to business advertising, and Interactive advertising, etc, all types of advertising show the distinct mode of transmission

Traditional Advertising refers to print Advertising, it contains, newspaper, magazine, poster, and television etc. The main spreading platform of traditional Advertising is widespread dissemination, not send information to target segmented market. The information transmission is a single way, not interactive communication; it cannot make sure how many users could be receiving the Advertising information.

The characteristic of newspaper Advertising: Spread faster, information to deliver timely, large information, strong narrative, easy to maintain and people can repeat to read it.

The characteristic of magazine Advertising: clear target audience, it has the layout of flexible, and various color can attract readers

The characteristic of television of Advertising: Intuitive is dedicated, by viewing the environmental impact of massive, is not easy to understand the communication effect and it too expensive. 

Advantage: With relatively low cost, long time preservation or spread, can be used repeatedly, spread many times and it has certain to bring stability and its long time audience attention.

Disadvantage: the form of expression has limit, although can through all kinds of deformation and innovation, comprehensive technology, due to the influence of printing cost, long-distance transportation or high capacity information it will increase this effect and by environmentalists advocate arguments boycott, it is serious to the waste of resources and environment pollution.

Advertising in Fashion Magazines

Fashion magazine advertising can primarily be about "branding" for the label being advertised. This means establishing an image that will be associated with the advertised brand. Labels want to create memorable campaigns that help readers think of their brand when they're out shopping for new clothes and trying to convey a certain image.

The majority of people who read fashion magazines would most likely be women and/or budding fashion designers. To consider putting an ad in a fashion magazine would mean designing one that will definitely capture women’s attention. Adverts in fashion magazines often come with very high aesthetic and creative standards. They should be colourful, creative, glamorous, elegant and well-executed in order to catch the readers’ attention.

Advertising Culture

Advertising is a combination of economy and culture; the advertising activity is not only one kind of economic activity, but a kind of cultural exchanges. Advertising culture is the subculture which is subordinated to commercial culture; include culture of the goods and marketing culture at the same time.

With the deepening of international division of labor, development and global economic integration, the trend of increasing international circulation of commodities have become increasingly frequent. Each country to compete for world markets, competing to sell their products, which is an important means of promotion, is to use advertising to promote their own goods and the reputation of the vendor to the international.

The Relationship between Advertising and Network

Fashion brands not only have explore the characteristics of the network market, but also have begun to pay attention to the "interactive" and "sharing" the network of positive, and to maximize

As we all know, the influence of the network is unpredicted, expect the large of information and a huge platform, it is a social platform for people. In addition invited fashion bloggers to visit the show, and networks simultaneously broadcast to live the fashion show, so that blogger could be in the first time to publish a seasonal fashion.

After the economic crisis, the fashion brand put the amount of advertising in magazines, newspapers and other media, but online advertising is not recovery, In this regard, different people have different interpretations, such as the network is difficult to image interpretation of a large fashion, or dialog box on the page so much that the ads difficult to attract the viewers eye.

However, the development of online Advertising never stopped, according to the digital marketing agency SODA, (The Society of Digital Agencies ) research statistics, 81 percent of the fashion brand executives are interested in digital marketing investment in 2010, 50% of management staff consider reducing the traditional print advertising budget , while the increase in online Advertising budget.

Actually, brand marketers have become accustomed to the publicity of print ads in the paper media, they can control the position of ad layout, page size, but for online advertising, too many uncontrollable factors means that make the brand to give up control over it.

Advertising & Public Relations in the Fashion Industry

In the world of fashion, being known is of paramount importance. By making a name for your company through effective advertisement and public relations, you can make yourself known and make buyers eager to slip on the threads you peddle. For optimal effectiveness in accomplishing these tasks, tailor your efforts to the fashion industry, using techniques proven effective in this arena.

Credibility

Above all else, a company must be credible. It is the responsibility of the public relations department to establish and maintain this credibility. Often missteps make a company seem less than stellar. For example, an ill-advised advertising campaign with an emaciated model may cause an uproar, threatening the health of the company. Effective public relations workers can step in and overcome this challenge, doing damage control and getting the company back into the good graces of consumers. To do this, individuals in this department may elect to mount advertising campaigns that send messages of acceptance or release official statements on behalf of the company.

Image

For a fashion label to flourish, consumers must like the image that the label's garments create. For maximum effectiveness, fashion marketers should select a niche and stick with it, tailoring their advertising to appeal to the individuals who would wear clothing of that type. For example, if a company elects to adopt a rock-and-roll image, it may find success in advertising in publications that individuals who would attempt to adopt this image would read, such as music industry magazines.

What is visual merchandising? ( Window display)

Visual merchandising is the activity of promoting the sale of goods (in order to maximise sales) especially by their presentation in retail outlets.

Visual merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It is “showing” merchandise and concepts at their very best, with the purpose of enhancing the sale. It’s the cheapest way to increase sales and hit the targets.

·         Picture

·         Visual Merchandising is the art of combining good design with product, environment, and space to create stimulating and engaging spatial displays.

·         Picture. Visual merchandising success factors

·         Visual merchandising ( in-store display)

Display ads are effective in capturing your customers' attention with visually dynamic content that uses a wide creative canvas. In the world of display advertising, display ads include non-text ads that use images, Flash, video and other technologies and appear alongside website publisher content.

·         Visual merchandising ( in-store display)

·         Visual merchandising is includes combining products, environments, and spaces into a stimulating and engaging display to encourage the sale of a product or service. Visual merchandising---in-store display (color, logo, light) products, environments.

The relax and beauty environment will make the customer stay longer in my shop. for example：More fashion shop have big mirror, this way not only visually expanded shop space, also facilitate the customer for a fitting. These details will make consumers happy, so as to increase sales.

·         Visual merchandising( Window display)
 windows display is more important. A window display is a grouping of merchandise in a retail establishment‘s storefront area. Window display is the marketing of an important factor ,Window is a mirror，Many times, shoppers will go into a shop because something showcased in the window caught their eye. Getting attention is an essential quality of a good window display. They may ask the store owner to see the item or just browse around and perhaps see other goods they're interested in purchasing. In this way, attractive window displays can increase store traffic.

·         Visual merchandising( Window display)

Light, logo, Festival(Christmas and Valentine's Day are just two examples of holidays that lend themselves to developing retail shop window displays.)  , clour.

Topshop

CASE: TOPSHOP

Type: subsidiary

Industry: retail, fashion

Founded: 1964 sheffield

Headquarters: London, united Kingdom 

Product: clothing, shoes, bags

Parent: Arcadia group

Website: www.topshop.com

Topshop is a British multinational clothes retailer specialised in women's clothing and fashion accessories. It has shops in around 20 countries and online operations in a number of its markets.

The advertising of TOPSHOP

TopShop continues to influence trends in Europe and the States not just with the Kate Moss line but with the brand itself which has become a favorite amongst those staying on top of trends. The success of topshop, with its brand advertising campaign has hugely significant relationships. The most useful advertising is Topshop Launches SCVNGR Campaign.

Fashion Marketing

Fashion marketing core essence highlights for three golden triangle relations: one is the marketing idea, culture, and brand marketing strategy. Second is positioning and creative. Third are marketing elements, feelings and experiences.

Culture and Brand

Culture, brand and marketing relationship attributed to it: for consumers to create a unique value, the purpose of the successful marketing is the high value of brand as the foundation. And marketing and in constant target audience to convey the unique cultural concept of the brand and the lawsuit, build on the foundation of the cultural and brand marketing is the real life of the marketing. Cola giants brand story it is deep reflect culture, brand and marketing the interaction of the right case.

GUCCI

CASE: GUCCI

Type: subsidiary of PPR

Industry: consumer goods

Founded: 1921

Headquarters: Florence, Italy

Key people: Guccio Gucci Founder

Patrizio di Marco, President & CEO,

Frida Giannini, Creative director

Product: clothing, watches, jewellery, shoes and leather goods

Website: Gucci.com

Gucci is an Italian fashion brand, establishes by Guccio Gucci in 1921 in Florence. Gucci products including fashion, leather goods, shoes, watches, tie, silk scarves, perfume, household goods and pet supplies, etc. Gucci is one of the most famous Italy luxury brands around the world. People is falling in love with Gucci’s elegant design and unique understanding of high fashion.

Gucci extends mobile strategy to iPad 

Fashion designer Gucci has extended its mobile application to the iPad to let consumers view content such as high-quality photos and live feeds of fashion shows on the device’s large canvas. It is appropriate that the top fashion brand like GUCCI will combine with new method to promote advertising; in addition, going online is a smart and significant luxury PR move for Gucci. They are the pioneer among fashion industries to launch online promotion campaign on Facebook. The fact is that they did a fantastic job and achieved enormous success by doing this. They got a friends list of 553,138 fans in total there , and it is a excellent tool for social media interaction. By posting pictures of its latest fashion shows and latest designs, it is a much cheaper and more convenient way to inform its fans about news and happenings. Plus all the pictures and videos on the wall engage its fans with the brand’s luxury lifestyle concept. In the era of web 2.0, “going online” has become a trend. The impact of the traditional media is lessening while new media has become a significant channel for publicity. These new tools are effective as an application of “two way” communication for cultivating relationship, receiving feedback and building loyalty with its audience.

To analysis GUCCI advertising, we can see that, no matter traditional advertising or new advertising the most beneficial way is to satisfy the customer’s needs. 

Zara

CASE: Zara

Type: Sociedad Anonima   
                      

Industry: retail

Founded: Spain 1975

Founders: Amancio Ortega, Rosalía Mera

Headquarters:Arteixo, Spain worldwide

Product: clothing

Website: zara.com

Zara’s history begins with the owner company, The Inditex Group. Inditex Group is a large company based out of Spain running around one hundred stores dealing with textile design. Zara had 350 shops in Europe, 18 in the Middle East, 52 in the Americas and five in Asia. With roughly 40% of Inditex shops, Zara brings in about 80% of the group's revenue. There are now about 1,100 Inditex stores in the world, and a new one opens every other day.

Advertisements Strategies

Have you ever seen a Zara commercial on a billboard or on TV? The other trend-bucking aspect of the company's business model is its approach to advertising. Fashion retailers spend on average 3.5% of revenue on advertising their products, while Zara's parent company Inditex spends just 0.3%. But that does not mean that Zara is doing nothing for its product promotion, Zara’s take on product promotion are slightly different form the other counter parts. The company believes that its shop windows, the contents of which are also decided in La Corua are all the advertising it needs. The philosophy seems to have worked. The company's success is a proof that it is still possible to build a massive brand by doing no more than meeting a market need.

The compnay has achieved this without any advertising or promotion and without outsourcing it has manufacturing to countries where labour is cheap. The company's success lies in it having total control of every part of the business. It designs, produces and distributes itself; also cooperate with fashion design, the fashion design reparative the advertising campaign. 

The Relationships Between Advertising and Marketing

With the development of environment change, any system changes, trends could possible, with the rapid development of information, market competition is increasingly fierce and growing market size, for efficiency of economic activities put forward a higher demand. Advertising as new information resources to enhance the domestic and foreign enterprises to participate in the competition in the market awareness, and to survive and develop in the international and domestic markets has played an irreplaceable role. The advertising and promotion for its strong advertising messages permeability affect the social every corner of the economy, and provided a broad space for the development of advertising and promotion. Advertising and promotional activities in different economic backgrounds have different form and content of marketing strategy.

The first stage from the late 1970s to the late 80s, Product variety is relatively single, the same homogeneous commodities less. Market competition mainly through the differences caused by the product itself, the nature of the features and functional benefits to be achieved, This period, marketing strategy, product center system, the focus of marketing is to attract customers to buy, advertising and promotional activities focused on the information hard transmission, mainly due to limited range of consumer choice and education is relatively underdeveloped , the relatively low level of public culture, product knowledge is the relative lack of do not understand the basic functions of the goods .

River Island

CASE:River Island

Industry: fashion clothing textiles

Genre: retail 

Founded: 1948 as lewis separates

1989 as Reiver Island

Headquarters: London, England

Area served: United Kingdom, Canada, Ireland, Netherlands, Poland, Russia, Singapore, Spain, turkey.

Products: women, men’s and children’s clothing, footwear, accessories and maternity wear.

Website: www.riverisland.com

River Island is among the UK's leading high street fashion chains, selling a exceptionally wide range of stylish but low-priced clothing, targeting middle-market men and women in the 18-30 age range. Although the majority of stock carries the main River Island brand, the group has launched a couple of additional brands, such as Holloway Rd menswear and the Chelsea Girl label for young women, relaunched in 2011. There is also a line of children's clothing. In 2012 , there were rumours that singer Rihanna, apparently a fan of the store's clothing, might launch her own range through River Island. 

The advertising of River Island

The fashion retailer’s campaign will hit the September editions of glossy magazines such as Elle and Glamour promoting its autumn 2011 collection. River Island creative director Farida Kaikobad said the retailer wants to “grow and grab market share”. She said: “We’ve always been a quiet company, but we need to start talking. We’re proud of our product and what we’re doing. We’re going to be a little more aggressive.” Kaikobad said the move was partly down to the tough trading conditions. The retailer has also refreshed its logo to coincide with the campaign, which will be rolled out across all its stores nationwide. Kaikobad said the logo was more modern and in line with River Island’s brand. She said: “River Island is responding to the difficult trading conditions by becoming fresher. You can see that in our autumn collection, so we’re shouting about that in our advertising and in our new logo.” Kaikobad said it was a opportune time to kick started advertising again to communicate developments such as the relaunch of iconic 1960s brand Chelsea Girl and the kidswear range which debuted last year. The ads will feature in both monthly and weekly fashion and lifestyle magazines, as well as online, on the retailer’s website and in store. Therefore, for the River Island the best advertising is print media combine with online meida.