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!

Promotional Products Business Improves Customer Management!

Promotional marketing

Kiera Pedley
Manager, Promotional Business, Malaga, WA.

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“Hi Mark,”

“You’ve completely changed our mindset and how we approach our marketing and customer service.”

“In fact it’s actually hard to think that less than 12 months ago, it had never occurred to us to write referral programs, never occurred to us to categorise our customers, and we’d
never written a thank you letter in our lives! It’s made a huge positive difference to our business.”

Our existing customers are much better looked after – you saw the results our referral letter returned, and we approach the everyday running of the business much more like a tool to achieve our personal goals, rather than letting it run us.

There are a couple of things that really stand out with regards to the impact they’ve had on our business:

bullet Glen Smyth’s CDs & DVD’s – Completely inspirational.
bullet Categorising our customers – we don’t waste time stepping over dollars to pick up
pennies.
bullet Thank You notes – Customers always comment!
bullet Sending out gifts to A List Customers – we actually saved losing a customer, simply by sending out a gift basket with a letter and a book. (it cost us $70, but the lifetime value of the customer is about $10 000)

I’d more than happily recommend you to anyone, and if you ever have a prospect who wants reassurance Kinetic Media will help them, tell them to call me, I’ll more than happily recommend you!”

16 March 2006