Magazine Fashion Advertising

Once you have thought about your target market and have designed your new advertisement aimed at that target market, you can now find out where to advertise. There are literally thousands of places to advertise your fashion items (clothing, footwear and jewellery).

I will discuss various advertising media in future posts on this web site, but for the moment let’s look at one obvious one, which is Print – magazines. To see which particular publication or publications match your target market, look at the readership demographics and psychographics information. Here are some of the ways to do this…

  1. Pop down to your local newsagency and purchase a half dozen magazines based on your understanding of the market for each publication. Read through each magazine to get a feel for the target audience. Which ones are suitable for your fashion advert?
  2. Borrow a copy of the Margaret Gee’s Australian Media Guide (you can usually find one at your state library).

Fashion advertising media guide

The Media Guide is a comprehensive listing of all newspapers, magazines, TV and radio stations in Australia together with key journalists’ contact details for each.

  • Contact details (address, phone, fax, email) for both individuals and outlets
  • The advertising rates and deadlines for each publication
  • A concise summary of the audience of various media outlets
  • Precise details regarding subscription, circulation and cover price of each publication

Now we’ve covered fashion advertising style, target audience and have chosen suitable magazine media. Go to it!

About the author: I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!

All About Fashion Advert Placement

Planning your fashion advertising campaign

Once you have decided what style of fashion advert you want – branding, benefit, sale/offer or event; you need to then think about your target audience before choosing a media to advertise in.

(If you’re not sure which style of fashion advert to use – click here to see our previous post on fashion advertising examples).

Target market questions… What are the demographics and the psychographics of your customers? Are you targeting females from the age of 18 to 30? Are you trying to reach older women with higher disposable incomes? To find out, take this short questionnaire.

Fashion advertising target market

  1. Sex? Male or female or both.
  2. Age bracket?
  3. Price bracket?
  4. Style?
  5. Use? Day wear, evening wear, club wear, casual, formal, bridal, cocktail, etc.
  6. Emotional appeal? To look sexy, to look younger, to look older, to look professional, to look wealthy and successful, to look powerful and in control (i.e. business women and men), to look desirable, fun loving, thrill seeking, etc.

Fashion advertising example - urban wear

The next step is to find a photographer, models and items of fashion (clothing, footwear and jewellery) that communicate that message in one visual image. If you’ve advertised to brand your fashion business and labels before you’ll know all about it.

What’s our take on fashion advertising? Simply, almost all fashion businesses and retailers prefer to focus entirely on expensive advertising to generate new customers with little or no effort taken to retain customers using good internal branding or marketing systems. Such systems maximise customer retention which in turn creates more word-of-mouth advertising and referrals – much cheaper!

For more information about how to achieve this in your fashion business, request a copy of our ‘Marketing Secrets Of Top Fashion Retailers!‘ – click here to download your copy.

About the author. I’m Mark Fregnan, founder of Smart Fashion Marketing (Kinetic Media & Marketing) – an Australian consulting business that assists fashion retailers to increase sales and improve business value. Because we have a passion for marketing, our retail business clients enjoy better store and label brand exposure, greater cash-flow and more time off to enjoy the finer things in life!