Advertising In the Fashion Industry

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2012-05-08T17:11:00.000-07:00

Welcome to Advertising in the Fashion Industry

Advertising in the Fashion Industry on Prezi

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Online Advertising

2012-05-04T08:09:00.007-07:00

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.

The basic form of Online Advertising

Online advertising is use of advanced multimedia technology, with flexible and diverse forms.

Banner--was called "banner ads", is the most common way of advertising. Usually in Flash, GIF, JPG formats, location in your web pages, and can also use Java language or shockwave tools.

Buttons -- is positioning in your web page form, compare with banner advertisement, it has small size.

Direct-marketing-- Use electronic publications of the web site service email list, add advertising to subscriber every day in the mailbox.

Email advertising--Email advertising has clear targeted audience. The characteristics of low cost, and the advertisement content is not restricted. It can be targeted to specific one person send specific advertising.

Contests & promotions-- advertisers may jointly with web site together that interests them online competition or online promotion activity

Interstitial ads-- Advertisers can choose their favorite web or column, put advertising on this web site or column before a new window shows advertising.

Sponsorship--The type of Sponsorship advertisement, better than the traditional Internet advertising give advertisers more choice.

sources:

Social Media

2012-05-03T14:44:00.005-07:00

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.

Ogilvy Group UK Said Social networking site provides other media cannot provide social activities "place". He said, this is a little like tavern, people in the social networking site interactive communication, introduced experience to each other. In addition, the research shows, use social networking web site users are more likely to buy the products according to the other people's Suggestions or visit a website. More importantly, Facebook also has launched a new advertising system, Make enterprise in its site to create special web pages. MySpace has already join the Google OpenSocial plan

Only in the United States, the social network advertising revenue than last year the total price increased 20% to $1.7 billion, Facebook account for 50%, for 835 million dollars. Last year the United States social network advertising.

This year the biggest losers are MySpace, the company's share from 32% last year ($445 million) dropped to 19% this year (323 million). Social games and social applications this year also performed poorly, advertising, amounting to $142 million.

Social media and advertising after a integration and planning and implementation, it can take to brand is not only a brand and communication, more important is online friend can help a company to design it products, and to evaluate its products, even help company to sales products

The Internet advertising company of chairman Brett Brewer Adknowledge in Sydney's 2009 social media conference points out, social media advertising is facing the turning point. First, as the popular social network, big brand advertisers are exploring how to use social networking to put advertising campaign. Second, as the traditional forms of advertising is proved to be the effect not beautiful, therefore, enterprise have realized that they have to find effective ways in this platform to put advertising, otherwise they will lose opportunity to contact with the users.

Fashion Show With Advertising

2012-05-01T15:40:00.003-07:00

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.

LONDON FASHION WEEKEND

Catwalk (Fashion show)

VIDEO TAKEN BY HAO QU

You might be like LINKS:

http://www.powerhousephoto.co.uk/how-a-catwalk-video-can-help-in-advertising-461.html

THE LINKS OF MY VIDEO:

http://www.youtube.com/watch?v=1QfdfOqSeA4&feature=player_embedded

http://www.youtube.com/watch?v=MEQ8idLVnfw&feature=player_embedded

What is Advertising

2012-04-30T06:50:00.001-07:00

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.

Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular type of product or service. Advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business reputation is established, and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established, and evergrowing customer base will ultimately boost the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service.

Christian Dior SA.

2012-04-15T10:32:00.003-07:00

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.

New Advertising Campaign for Dior J'Adore with Charlize Theron {Perfume Images & Ads}

Dior launched a new Advertising campaign, last feature was actress charlize theron facing the most popular fragrance, and since 2004 she won an Oscar for best actress for monster role. The new season in the mother's day in May kick in 30 th in France, 2010 years is fast approaching and fragrance gift box is appear on each perfumeries.

The brand has also set up a dedicated website which retraces the history of Dior and J'adore by pretending to guide you inside the couture house thanks to a virtual visit inside an animated movie. A narrator tells the story of the scent cultivating ambiguity as to whether it is a woman or the perfume J'Adore which is visiting the 30, rue Montaigne. One is reminded of the spirit of the Guerlain ad for Flora Nymphéa

Dior achieves impact of TV and print via VIVmag advertising

Dior is trying its luck with advertising within VIVmag’s all-digital magazine that connects consumers to click-to-buy ad units. The brand has a two-page spread in VIV mag. Users are able to click on the campaign to watch a video and use the available link to buy Dior products.

VIVmag has been publishing for four and a half years. It has 350,000 global subscribers.

Advertising opportunities
Users can tap on different sections on the Dior advertisement to interact with it.

Actually, analysis the Dior, we can see that, advertising for brand promote is important, A brand want to promote the product, it needs to have the correct advertising idea and combined with the traditional advertising and Internet advertising, to satisfy the customer demands, especially with the growth of the Internet, app applications and else both provided the platform to brand to make advertising campaign.

You Might be like links: http://www.bwgreyscale.com/ads/dior.html

Louis Vuitton

2012-04-10T14:57:00.001-07:00

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 Advertising of Louis Vuitton

Louis Vuitton Advertising campaigns never let me down either. The creative vision of the Louis Vuitton Fall Winter 2010/2011 campaign feels like a fairytale world of luxurious perfection. I am entirely envious of the women in these photos; they appear as if they have fascinating stories to tell. How could I leave out the ladylike Cuir Cinema bag that immediately catches one’s attention? The soft rose color on the structured calf leather bag flows seamlessly in the photo [$4450 via Louis Vuitton September 1st].

Talented artist Kathryn Elyse of PaperFashion illustrated this campaign photo in two different finishes. Both are simply stunning and match perfectly with the feminine timeless appeal of the collection.

Fashion and luxury good brand, Louis Vuitton has only relied on selected press for its advertising campaigns. Although the print ads have been highly successful with such faces as Steffi Graf, Andre Agassi and Gisele BÃ¼ndchen, they’re expanding the brand with television advertising.

Louis Vuitton Advertising BANNED In UK For Misleading Customers (PHOTO)

With its handbags selling for thousands, Louis Vuitton has built its reputation on the highest quality. However Britain's Advertising Standards Agency (ASA) has banned two Louis Vuitton ads for misleading customers, the Daily Mail reports.

One of the ads depicts a seamstress sewing together a handbag with text that reads, "The seamstress with linen thread and beeswax. A needle, linen thread, beeswax and infinite patience protect each over-stitch from humidity and the passage of time. One could say that a Louis Vuitton bag is a collection of details. But with so much attention lavished on every one, should we only call them details?" The other ad shows a seamstress making a wallet.

The problem--at least for complaining clients--is that Louis Vuitton's luxury goods are made by machine. Louis Vuitton confessed that sewing machines are used in the process but that the "production of the bags was 'not automated' and that there were over 100 stages in the making of each bag," according to the Daily Mail. However, that's not enough to sway the ASA, which maintains the ads are deceptive

Through the LV advertising campaign, we can be seen. Advertising on consumer influence is greater; sometimes it may mislead consumer mind. On other hand, we can also see that LV advertising campaign also is very rich, it not only use film, posters, network, very good publicity method.

The Relationships between Advertising and Fashion (Part Two)

2012-04-07T13:21:00.000-07:00

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.

Actually, fashion product is not like the past is only the royal or is the exclusive supplies dignitaries. With many countries the demise of the royal family, fashion is gradually to the street, so that ordinary people can have referred to as the "fashion" things. Fashion since has entered the operations of the common life, then, the fashion to make their way out to have a better, they need more publicity, advertising is a very good promotion way. Former fashion conference, is held by fashion designer pay their own way, and now, fashion conference, many companies through sponsorship mode, put into large sums of money, the fashion show will do better, luxury and make conference to achieve better purpose. The sponsor of the way is also a kind of advertising performance. In addition, there are many media advertising is for the fashionable to build: such as fashion magazines, fashion channel, and fashion shows, etc.

Advertising and fashion can be in harmony an organic whole, their fusion to advertising and brought more vast vitality, so that the performance of the advertising is more features, more able to attract people's eyeballs.

The Relationships between Advertising and Fashion (Part One)

2012-04-05T13:18:00.000-07:00

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.

Fashion and advertising have different specific contact. First, according to the ages of consumers divided into several situations, according to advertising and fashion associated survey point out advertising mainly concentrated in the 21 to 30 year – old, rarely more than 51 years. In the survey shows, the percentages of people over the age of 51 are not clear about the definition of fashion, only to know whether advertising is good-looking. However the survey shows young people for the fashion and advertising it has own definition, although they have not fixed the spending power, but they will become the main consumer.

21 ~ 30 years old this age paragraph the person, with its own fixed income, their idea is also very mature. This age paragraph the person, it is all kinds of products to fight for the best consumption object, is all sorts of advertising should strive for audiences, people in this age group think advertisements and fashion are inevitable relation, the results for advertising design department is for a breakthrough. If, advertising add appropriate fashion information, then will increase people attention advertising. In addition, due to care about advertising and fashion combination of most people have certain consumption ability for product to establish brand loyalty is a great opportunity.

In fact, from different levels of consumer spending to see: the higher the income of the consumer group, the more think advertisements and fashion has a large connection. From the survey shows that most of people like spent time to reader fashion magazine, therefore advertisements combined with fashion is important.

Advertising performance already exists in the shadow of fashion. Such as the use of popular colors popular production methods, popular music etc, Some ads will be full of stylish features of the young people as an advertising positioning around their advertising planning and production. Young people are often to follow the fashion also could be become fashion representatives, and they are willing to pay more money for product of fashion. Advertising is a good way to persuade consumer.

Traditional Advertising

2012-04-01T11:46:00.002-07:00

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.

Tradition Method:

l Newspapers/ Magazine

The content and form of newspaper advertising is more diverse, spread faster and easy preservation, most people have access to either a newspaper or magazine, and they read in order to keep up date with news and events. Print media are very effective at delivering a message to a target audience.

l Television Advertising

Audio-visual image is rich, fax degree is high, the bright red color, give consumer deep impression, and easy to memory and pay attention to the highest rate.

Radio Advertising

The great advantage of the broadcast media is wide range. Some programs have certain specific audience, if choose specific programmed to target advertising, the effect is good and can get higher of pay attention.

Light box Advertising

In public transportation, security, welfare, savings, insurance, taxes, and enterprise, tourism, services etc, in addition, in the culture and education could be as an important role. They are suitable for both indoor and outdoor.

Outdoor Advertising

Outdoor advertising includes various types of promotional displays, from highway billboards to transit posters and arena placement, all geared towards communicating a message to the public. What is more, Particular locations can be acquired for certain purposes, Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with other media.

Poster

Poster can publish in the media, broadcast or posted on visible place. Posters may target a particular segment of the consumer population; it is a highly powerful and cost effective.

l Public relations

Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media that is, newspapers, television, magazines, etc. In fact Public relations are to establish a good relationship with media, then use media power to improve our blog reputation and brand image.

Advertising in Fashion Magazines

2012-03-30T15:43:00.008-07:00

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.

Nowadays not only have many fashion magazine, but also have many types of a fashion magazine, like ELLE, VOGUE etc, all kinds of brand put advertising in magazine. The Guardian reported in February that circulation of British Vogue has increased from 170,000 to 220,000 since Shulman came on board in 1992 and that the magazine pulls in £32m in advertising revenues (much of which goes straight to the bottom line, with production costs largely covered by the cover price charged to readers).

In fact, all kinds of brands are necessary through the magazine for the advertising, and advertising is necessary for fashion world.

Advertising Culture

2012-03-20T10:39:00.002-07:00

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.

Commodity itself is a kind of cultural carrier, culture spread through the goods, goods through the culture and proliferation. The essence of the commodity culture is commodity design, production, packaging, packaging and its development process have shown cultural value, is the spirit of the age, the national spirit and scientific spirit of the dialectical unity, and is the commodity use function and commodity aesthetic function of dialectical unity. It is the core content of advertising culture.

Marketing culture refers to the cultural concept as the premise, and with the people closest to the psychological needs of spirit, temperament, and aesthetic interest for the principle of the marketing art and philosophy, it is the concentrated expression form of advertising culture, cultural goods to the realization of the culture through the marketing realize finally. Advertising culture has obvious general audience, commercial, nationality and the characteristics of The Times. A certain cultural tradition, beliefs and values in the very great degree the business operators and consumers about the psychology, behavior and influences the Advertising campaign. International advertising is cross border and cross-cultural commodity marketing forms of propaganda, it faces is not only the transformation of the language. If only simply successful advertising translation into domestic importing countries words directly to move out, the result is often not good. Because international advertising and domestic advertising faces a language than traditional habits, regulations, and education, the natural environment, the religious, the state of the economy and differences.

The Relationship between Advertising and Network

2012-03-15T16:56:00.004-07:00

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.

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.

Therefore, IPad provide a best method- the ability to reflect the ad on the page of browser accesses to digital equipment, the interactive possibilities for the brand and online advertising. However, the developers Sam Shahid said, the popularization and application of this new technology still need some time, but gradually; it will change the concept of Advertising and media.

Advertising & Public Relations in the Fashion Industry

2012-03-10T15:52:00.000-08:00

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.

Celebrity Endorsement

Celebrity endorsements can strengthen a label and make buyers even more eager to step into the clothes that fill the line. Using a celebrity in a fashion advertising campaign can make the brand name stick in the minds of the customers and likely make them more eager to wear the garments the idol is selling. When using celebrity endorsements, many companies rotate relatively quickly through celebrity endorsers, reports Ruth La Ferla for The New York Times, as customers seem to almost expect a high rate of endorser replacement, almost akin to the rapid turnover of the garments that fill the label's line.

The Fine Line

Fashion industry advertisers have a challenge, as they must walk a fine line. Many advertisers attempt to shock and surprise potential garment wearers in an attempt to draw attention to the company in general and the garments it is selling in particular. While this practice can prove effective, it can also be a risky one. If the marketer steps over the line and enters into the realm of the offensive, he runs the risk of alienating his audience and potentially losing buyers and the funds they bring to the table.

What is visual merchandising? ( Window display)

2012-02-27T14:59:00.001-08:00

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.

· Key factor in visual marketing__creating

Fashion is about creating. If the fashion shop want follow the trend, they need creating the shop design. Good ideas for fish market window displays require a little creativity. If the goods are not too great a change, you can set out in display, decoration make some change, could make the shop for a pair of new faces to attract customers. Every different shop display can get some new customers, the shop need follow the trend, the trend past then the windows display need change a new one.

· On the role of Visual merchandising

- promotion product/ maximise sales

Visual merchandising is best way on the sale, it can Increase sales and hit the targets. Through the various display form can make the stillness of the clothing into customer pay attention to target. 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.

For example: The famous Italian fashion designer George Armani engaged in the window display work, he has understanding of: "we need to customers to create a kind of exciting and experience shopping process. he want the customers feel the style and main idea is clearly on the whole. He said : every detail is need prefect, I want in the amazing environment display my design. So a good shop will have Specific environment, specific lighting, display and the service way. This is a own style.

－Creating customer value

Customer value is total customer value minus total customer cost. Value including price, service quality,fulfillment time and product quality. If a company wants to defeat its opponent, it should have higher customer value to attract the potential customers and maintained the existing customers.

Good environment , prefect visual merchandising can bring high level to customers and will have good moody. This can creating customer value.

-disseminate the brand culture

A good display will show to store the sales information, and also should deliver a unique brand of corporate culture. And finally it will stand out from many brands, and enhance brand competitiveness, and occupy more market share.

Visual merchandising is best way on the sale that It’s the cheapest way to increase sales and hit the targets. Visual Merchandising Courses are an excellent way to professionally maximise your product display and generate more sales. Visual Merchandising not only increasing sales but also bring a brand culture to customer.

Last important, visual merchandising not only display product but also brand culture. The only way is to establish their own unique brand of culture. And finally it will stand out from many brands, and enhance brand competitiveness, and occupy more market share.

Topshop

2012-02-10T14:14:00.002-08:00

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.

SCVNGR Campaign

Topshop is partnering with gamification firm SCVNGR on its new student campaign, making it the first brand outside of N. America to do so. From 5 , September, Topshop’s student fans can play the bespoke SCVNGR game via an app on their smartphone, completing challenges and earning rewards and exclusive offers.

Topshop SCVNGR game. Students just need to download the free SCVNGR app for iPhone and Android, tap places’ and search for ‘Topshop’, and they can start playing the fashion-themed challenges immediately. The game works on a points system; players choose the reward they want and then do the challenges needed to accumulate that number of points.

On the other hand, every month Topshop will launching the free new magazine, and the new product will have a new fashion conference. The traditional methods also make the topshop has more loyalty customers. In addition, topshop also use Internet advertising to attract customer's eye, I believe that, for the topshop best strategy is the fashion show, varies of designers could be show new product, and it can establish brand image.

Fashion Marketing

2012-02-05T16:09:00.001-08:00

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.

Samsung, Apple, Starbucks, BEN Q, MOTOROLA, and Coca Cola brand success rapidly rising behind reflects the "new mankind consumption culture" extreme extension historical phenomenon. It is based on human individuality, the reverse tradition, the pursuit of self back, follow the fashion culture characteristics, these brand succeeded in establishing " new mankind consumption culture" is the unique brand of within the implication "Bring Enjoyment and Quality to Life" (live a happy Life) brand idea and "fashion, happy, youth" brand personality ben q namely is one of the typical representative.

Positioning and Creative

The unique brand positioning and market positioning, fashion design idea and product image and other marketing and communication strategies to form a golden triangle of fashion marketing strategies.

GUCCI

2012-01-20T14:29:00.003-08:00

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

2012-01-13T14:26:00.000-08:00

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

2012-01-10T17:40:00.000-08:00

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 .

The second stage, from the late 1980s to the mid-1990s, Market competition is more intense , with the rapid development of science and technology , the differences between the products reduced, a variety of substitutes and imitations are emerging, the same kind and quality products flooding the market.

The third stage is from the 1990 s to 90 s, the information high development and competitive in the early stages of the economic globalization. World economic mutual infiltration and mutual influence, resulting in the traditional market structure and consumption idea and the content and form of competition have happened to the simple change, namely from the original product quality competitive advantage, price competition advantage and service competitive advantage evolution to brand competitive advantage. The difference of the form by brand competitive advantage, to reflect the comprehensive enterprises and consumers and competitor relations, shows the integration of the world economy competitive advantage. This time, the market is the focus of the purchase brand products and get to meet the higher level of psychological need, marketing strategy mainly reflects difficult to imitate, cannot replace the brand superiority. The content of the advertising is to keep products in the public of excellent image, the product quality and the business concept effectively convey to consumers, and tried to make the brand maintain a high visibility of the brand image, stimulate the active target consumers buy. When the market competition, simply expand brand awareness advertising for consumers to provide a long-term and stable influence.

From the point of view of competitive advantage, brand awareness is a short-term behavior; from the point of view of profitability, nor will it turn into economic value, difficult to form the competitive advantage of sustainable development. In the 21 century, the global economic development has changed the original transmission mode and marketing idea, marketing strategy for the customer performance center system, and the period of the marketing key, is based on consumers' needs and constantly meet accurately grasp the basis, realize the personalized service, the general consumers into customer loyalty, loyal customer resources is very rich strategic value, not only for enterprises to create more than the industry of the absolute level super profits, but also for the sustainable development of enterprises to gain a competitive advantage. Relative to character, the economic globalization also calls for advertising communication should provide high penetration, efficient, high quality, interactive information, realize the personalized service, in the period of the marketing system, advertising communication activity is of not only to promote and maintain brand awareness, but rather through advertising communication activity expanded and maintaining brand loyal customer base, establish and develop the brand and the consumer long-term relationship, to get the biggest brand value relations.

From the market show that the advertising as a marketing system of the function of development and subsystems of the change of time and space, indeed the market marketing system development there an objective inevitable connection. In the marketing system advertising depends on its marketing system, at the same time, marketing system also determines the advertising of the implementation of the direction, and provides the connotation and extension of the advertising operation. Of all sorts of advertising media information dissemination activity, are closely linked to the production and consumption of bridges, its purpose is to spread through advertising information by the formation of the market penetration strategy to promote short-term sales and market share, the rise in the new product development and market development, the promotion of enterprise image, promote brand awareness, maintenance brand loyalty and attract the attention of consumer and fully satisfy consumers need microorganisms play an irreplaceable role.

River Island

2012-01-08T14:21:00.003-08:00

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.

HM

2012-01-01T14:08:00.001-08:00

CASE: H&M

Industry: Fashion

Founded: Erling Persson, 1947

Headquarters: Stockholm, Sweden, European Union

Product: Clothing and cosmetics

HM, It has over 2,300 stores in 43 countries and as of 2011 employed around 94,000 people. It is ranked the second largest global clothing retailer, just behind Spain-based Inditex (parent company of ZARA), and leads over third largest global clothing retailer, United States based Gap Inc

H&M Promotion strategy

H&M spend many effort on promotion, no matter the outdoor advertising, Direct market - H&M Magazine, They also use the internet. In fact, to promote the company and its product, the company will use video advertisements, print advertisements and the concept of e-marketing. These promotion and communication strategy will tend to meet the consumers form different places worldwide, especially those target markets or the consumers in the working place.

In fact, no matter top brand or low brand, most of company prefers to use E-marketing to boost advertising, for example the new way, IPAD. If you own an iPad and have a magazine app downloaded, you’ll already have a sense of where Print advertising is headed. The simple act of being able to engage with an ad now by clicking on it marks a quantum leap in effectiveness. Advertisers can also leverage different forms of media, such as video, by embedding it straight into their ad

When people who use Ipad or iphone. Only click on the map icon and a picture in picture screen is presented to people, showing all of the H&M stores closest to people, only click on the gallery Icon, and a slide show of models showing off the gear featured in the commercial is served up to me. People can click on any of these images to be taken straight to the product page of their website. Essentially, the entire ad becomes interactive

On the other hand, H&M launched a mobile marketing campaign on its home turf to promote its latest collection. The campaign includes SMS coupons, mobile banner ads placed on a major carrier portals and media sites including Tele2, Telenor and TV4, and a mobile site with click-through slideshows and animated GIF images of the retailer's latest garments. For the campaign, H&M tapped mobile marketing agency Mobiento and its sister company Adiento, an ad network, which use mobile ad network MADS' technology platform.

CHANEL

2011-12-20T15:14:00.007-08:00

“Coco” Chanel [case]

Type: Privately held.

Founded: 1909/1910

Founders: Gabrielle “Coco” Chanel. 135, Avenue Charles de Gaulle (Gabrielle Bonheur "Coco" Chanel (August 19, 1883 – January 10, 1971) was a pioneering French fashion designer whose modernist philosophy, menswear-inspired fashions, and pursuit of expensive simplicity made her an important figure in 20th-century fashion. Her influence on haute couture was such that she was the only person in the field to be named on TIME Magazine's 100 most influential people of the 20th century.)

Headquarters: 92521 Neuilly-sur-Seine Cedex Paris, France.

Area served: Worldwide boutiques Alain Wertheimer, co-owner.

Key people: Gerard Wertheimer, co-owner Karl Lagerfeld, head designer.

Industry: Fashion.

Products: Luxury goods

Design Concept: elegance, simplicity and beautiful

Chanel is a Parisian fashion house created by Coco Chanel. Specializing in luxury goods. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture. Branding means creating reference of certain products in mind. The Chanel label has become one of the most recognized names in luxury and haute couture fashion. Coco Chanel represents the company's image.

Objective of chanel

The objective of a corporation is attained harvest anticipated during a certain period and it’s a reflection and embodiment for active intention of a corporate management. "Chanel goal is attract consumers - not the type of impulsive consumption, but rather the acceptance of the brand." Chanel belongs to luxury goods, so we can confirm that Chanel target customers are upper-class people and white collars, According to different price; chanel always adhering to the social elite for its target customer of the base or High-income groups.

The Advertising of CHANEL

Advertising is Brand reputation to establish and promote product sales an important carrier, any company will be concerned about the dissemination of advertising, However, there is an ad good or bad effects of the problem, the final response to the merits of advertising, such as the extent of the effect of advertising design, advertising media, the right choice or not, the number of ads with the cycle etc. Chanel No. 5 perfume advertising might be good example.

Chanel launched a new advertising film that cast Nicole Kidman as the new face of Chanel No. 5. It was produced by Baz Luhrmann, the director of Moulin Rouge and Romeo+Juliet, and was shot on location in Sydney. Kidman takes on the role of the most famous woman in the world while Brazilian model/actor Rodrigo Santoro plays a struggling writer in love with Kidman.

However, with the development of online advertising, Chanel launched new film as main promote method to attract audience is good way. For fashion ads, people prefer to attention that the color effect, and model effect. In addition, Chanel blogs to luxury brands, it has loyal audience, therefore, it also use magazine to promote new product.

Prada

2011-12-09T14:07:00.002-08:00

CASE: PRADA
Founded: 1913, Prada founded the first boutique in the centre of the Italian Milan.

Founders: Mario·Prada

Headquarters: Milan, Italy

Numbers of locations: over 250 worldwide boutiques

Industry: Fashion

Product: Luxury goods

Prada S.p.A. Is an Italian fashion label specializing in luxury goods for men and women (ready-to-wear, leather accessories, shoes, luggage and hats)

The advertising of Prada

With the development of internet technology, all kinds of brand use internet to promote the brand. Such as Prada, I really like Prada ads – car patterns in the new collection led them down a glamorous car garage route; loving the retro cars, quirky compositions and bright, but not oversaturated, colours. Shot by Steven Meiseland art directed by David James. Actually, Most Prada on-line adverts certainly are a sequence of messages that cause an ad marketing campaign and middle on a particular theme or concept that seem in different media across a specified period. The ad campaign is typically a commitment to some creativeness method and normally lasts for 1 12 months. For some businesses advertisements tend to be produced one at a time as well as the central message keeps on changing. Prada gain an excellent fame all over the entire world for their superb quality and traditional style. It addition Prada take advertising campaign, an advertising campaign is typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising and may last from a few weeks and months to years.

To the analysis of PRADA, we find outstanding features, Luxury brand, is very regard to use ads campaign, through movies, print media, and combined with web technology, like app application, to build their own loyalty customers, and use famous actors to build brand image. In my opinion, I believe that, the most practical method is to use print media combine with online media.

Fashion Advertising

2011-12-02T18:34:00.014-08:00

Fashion advertising is a division within the advertising field which focuses on creating promotions for the fashion industry. The fashion industry has a number of specific needs from a promotional perspective which can make it challenging and exciting to work for as an advertiser, and some of the most famous advertising campaigns in history have been the major fashion houses. In addition, fashion advertising including advertisement, handbag, shoes, and similar products for fashion houses also with high-end perfume.

The goal of Fashion advertising is to link of potential customer with brand, with other forms of advertising, fashion ads promoting a lifestyle as much as products, teaching consumers to particular brand associations with a particular way of life and social position. The tone and content of the advertising may vary, depending on the market the company is trying to target, from the extremely wealthy individuals disposable income of less still can be a valuable customer base.

In short fashion advertisement includes fashion designing, fashion business, fashion marketing.

FORMS OF FASHION ADVERTISEMENT

There are many forms of fashion advertising. Print advertising appears in many newspapers and magazines and some of the major fashion market. Fashion advertising also can appear in the TV commercial, and so on. What is more, many fashion houses rely on free publicity that comes from see their products on celebrities and a high level of individual in the news? A designer who gets him or her clothes onto movie stars walking down to the red carpet Oscar awards ceremony, for example, you will see an uptick in demand from people who see the designer's clothes, shoes, and accessories such as jewelry and purses.