You Need Deep Pockets Using This Type Of Fashion Advertising

This is a classic example of the "image" style of fashion advertising which I saw in a magazine recently…

fashion advertising mens clothing

Why do I say you need deep pockets to run this fashion advertisement?

Someone has paid a large sum of money $1,000 or more to run this advertisement to ‘brand’ their clothing label and fashion business.

This "image" style of advertising, unless run frequently (at a significant cost), often will not have an impact to the sales of the fashion business.

Deep pockets = lots of money wasted … ouch!

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!

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!