Promotion in fashion industry is as important as the fashion product itself is as it provides a complete introduction of the products to the end consumers. Mere manufacturing of the fashion products and putting them on display at outlets for sale mean nothing unless its message is conveyed to the consumers in an effective way as it is like a peacock dancing in the lone forest having no one to extend appreciation. For appreciation, promotion is necessary and for sale of the fashion products, appreciation from the consumers is necessary.
Many tools, methods and strategies are adopted for promotion of the fashion products such as;
WHAT IS GENERAL ADVERTISEMENT?
General advertisement means approaching the consumers at mass level without making categories or divisions. This mass marketing strategy is not limited but encompasses all the segments of the consumers. It is just to throw the hook in the sea to catch whatever fish may mouth at the decoy. In this strategy different tools such as direct mailing, advertisements in magazines, flyers, fashion journals, newspapers, television, radio and other such media are chosen to give introduction of the fashion products and attract the consumers to the fashion products.
WHAT IS PERSONAL SELLING?
Personal selling is the most effective, practical and long-lasting strategy for a robust and sustained sale mechanism as it involves direct interaction between the retailer and the consumer and at times, it spans over years, decades and even the whole life. This face-to-face strategy involves personal contact of a salesman with the customer as the salesman makes selling by convincing the customers through his skills and abilities. The personal selling process is based on seven steps involving prospects, preparation, approach, presentation, closing and follow-up. These seven steps are vital in maintaining the promotion and sale strategy robust, sustainable, vibrant and dynamic.
WHAT IS DIRECT MARKETING?
This traditional DTC (Direct-to Consumer) strategy is very effective, result-oriented and durable for a sustained and robust marketing of the fashion products. This technique allows businesses to have direct interaction with the consumers as no intermediary tools like newspapers, magazines, television or radio are involved and the presence of retailer is also ruled out while direct linkages are developed with the consumers through one-on-one communication that includes emails, phone calls, catalogue marketing and text messages. However, direct marketing requires a large base of the consumers data as an effective mechanism for conveying the message in an efficient way.
WHAT ARE DIGITAL PROMOTIONS?
This modern and vibrant fashion industry promotion strategy has surpassed other promotional techniques with the mushroom growth of the social media platforms because these visual tools attract minds of the billions and billions of people as these platforms know no boundaries of time and region. Various digital channels and technologies offer many avenues to directly approach the potential consumers and the online selling makes it all the way easy for the consumers to have their choice fashion products at their doorstep. However, extreme level of reliability, sincerity and integrity with high level of customer care are necessary for the businesses to ensure their presence and standing in this ever-enlarging and ever-changing market. This marketing techniques involves others aspects such as;
- Influencer marketing
- Social media marketing
- Email marketing
- Search engine optimization
- Content marketing
- Blogging for fashion brands
- Fashion brand website
WHAT IS SALES PROMOTION?
Sales promotion aims at enhancing sales by adopting different methods such as discount sales, coupons, lucky draws and other incentives. It also focusses on developing loyalty of the customers and create brand awareness. The whole exercise is meant to bring the customers at the threshold of the fashion brand outlet. These promotional activities are designed to influence the buying behavior of the customers.
WHAT IS SPONSORSHIP IN FASHION INDUSTRY?
In fashion industry, sponsorship has wide-ranging connotations as it involves displaying brand products on fashion weeks, on the ramp during a catwalk or in a fashion magazine, newspapers, in TV shows, by appointing brand ambassador, making brand prominent by displaying brand logo at major events or making an association with a popular sports team. Through this method, the brands target the potential audience directly through different advertisement techniques.
WHAT IS PUBLIC RELATION IN FASHION INDUSTRY?
Public relation (PR) is a vital pillar of the fashion industry. The vibrant, dynamic, vigilant and proactive public relation is key to success of the brands in the fashion industry. The PR strategy encompasses management of the public affairs, corporate communications, stakeholder relations, risk communication and corporate social responsibility. The PR is also responsible of promotion of the clothing and accessories through variety of marketing platforms and techniques, It uses different channels such as social media, online outlets, print media, electronic media, broadcasts and traditional promotional techniques like billboards, neon signs, fliers, pamphlets and others.
- CONCLUSION
The promotional strategy in the fashion industry is very vital sector as it is a bridge between the manufacturers of the fashion products and the potential customers. It serves as a mouthpiece of the fashion brands as it develops and devises different methods and strategies to attract the attention of the consumers by conveying the message of the fashion brand in an effective manner. The more effective the message is, the better response of the customers is. Without a strong and loud voice of the brands, the fashion products to remain in the cellar lying in oblivion. The consumers attract to the brand products through the messages which come to their ears and eyes.
FAQs (Frequent Asked Questions)
Q: Which is the most effective tool of promotion of fashion brands?
Ans. In the modern world, the social media platforms have become most effective tools of the fashion brand promotions.
Q: Have old and traditional methods of promotion become irrelevant?
Ans. No, it is absolutely wrong to consider it because traditional promotional methods have their own importance and cannot be ignored in any way.
Q: Which is the strongest promotional method of fashion brands?
Ans. The strongest and most reliable promotional tool of fashion brands and their products is the quality of the product that develops lasting relationship with the consumers.
