FMP Media and Promotion

Fashion media and promotion

INTRODUCTION TO

Resources

Conclusion

Measuring Success in Fashion Promotion

Creating a Basic Fashion Promotion Plan

Media Channels

Storytelling in Fashion

Introduction

Contents

Welcome to this online resource on Fashion Media and Promotion! In this guide, we’ll introduce you to the basics of how fashion brands use media and promotion to tell their stories and reach their audiences.

Introduction

Whether you’re new to fashion or just starting to explore the world of media and promotion, this resource will help you understand the key concepts and how they work together. We’ll cover why storytelling is important, the different types of media channels, and how to measure the success of promotional efforts.

Storytelling is a big part of how fashion brands communicate. Instead of just selling clothes, they share stories that make their products more meaningful. These stories can be about the brand’s history, the inspiration behind a collection, or the values they stand for.

Storytelling in fashion

Storytelling makes fashion more than just clothes; it gives products meaning. It helps brands stand out in a crowded market.

why storytelling matters in fashion

Watch

Case study: Massimo Dutti

What does Massimo Dutti's story telling say about the type of person that buys from them?

sophisticated

Fashion-Conscious Professionals

Individuals who can afford premium-priced clothing and appreciate high-quality fabrics and craftsmanship.

There are many different ways fashion brands can share their stories with the world. These are called media channels, and they include things like magazines, TV, social media, and websites. Each type of media has its own strengths and can help brands reach different types of people.

Media Channels in Fashion Promotion

Traditional media example: Magazines

Newer digital channels: Instagram and TikTok.

Click the stars for examples of popular fashion media channels!

DAZED

FASHION CHANNEL YOUTUBE

Creating a Basic Fashion Promotion Plan

Creating a fashion promotion plan means deciding how you’re going to share your story with your audience. This involves choosing the right media channels and creating content that people will enjoy and remember.

Measuring Success in Fashion Promotion

Once your promotion is out there, it’s important to know how well it’s doing. This is called measuring success. By looking at how many people saw or liked your promotion, you can tell what worked well and what could be better next time. Some simple ways to measure the success of your promotion include basic metrics like views, likes, and shares, you can use this information to improve your future promotions.

Case study

Click on the star to read about this case study

In summary, fashion media and promotion are powerful tools for sharing a brand’s story and connecting with people. By understanding the basics of storytelling, choosing the right media channels, and measuring your success, you can create promotions that really make an impact

Thank you for using this resource. We hope it gives you a good starting point for understanding fashion media and promotion. Keep exploring and practicing these ideas as you learn more about the fashion industry!

Thank you for engaging with this content!

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Resources

Books:Jackson, T. and Shaw, D. (2009). Mastering Fashion Marketing. Basingstoke: Palgrave Macmillan.A great introduction to the principles of fashion marketing, including promotion strategies and the role of media in fashion.Easey, M. (2020). Fashion Marketing. 5th ed. Chichester: Wiley-Blackwell.Covers the essentials of fashion marketing with a focus on branding, media, and consumer behavior.Posner, H. (2015). Marketing Fashion: Strategy, Branding and Promotion. 2nd ed. London: Laurence King Publishing.This book explores how to build and promote a fashion brand, with case studies and practical examples.

Online Resources:The Business of Fashion (BoF)Website: www.businessoffashion.comOffers up-to-date articles and reports on fashion marketing, trends, and media strategies.Vogue BusinessWebsite: www.voguebusiness.comProvides insights into the fashion industry with a focus on the intersection of fashion, media, and technology.Marketing WeekWebsite: www.marketingweek.comWhile not solely focused on fashion, this site offers valuable resources on marketing strategies that can be applied to fashion promotion.

Here is a example of a brand that has been leveraging digital fashion channels to creat promotion that grows thier brand. Can you think of any other Brands/Companies that use digital fashion channels to create engaging promotions?

GYM SHARK

Here is a example of story telling by the Brand Massimo Dutti. What do you think the brand wants consumers to know about what they sell? What kind of customer would envision wearing/shopping at this brand?

1. Define Your Goals

2.Identify Your Target Audience

3. Craft Your Brand Story

4. Choose Your Media Channels

5. Create Engaging Content

Here are 5 key steps in planning

TIP! Click on the purple top to read a interesting article on the brand Jacquemus "lockdown" promotional content!

IN DEPTH

1. Define Your Goals Are you looking to increase brand awareness, drive sales, launch a new product, or build a social media following? Clearly define your objectives so you can measure your success later. 2. Identify Your Target Audience Understand your audience’s demographics, interests, and shopping behavior. Are they young adults interested in sustainable fashion, or maybe professionals looking for high-end designs? Knowing your audience helps you tailor your promotion. 3. Craft Your Brand Story Develop a compelling story that connects with your audience emotionally. This could be about the inspiration behind your designs, your commitment to sustainability, or the craftsmanship involved in your products. 4. Choose Your Media Channels Select the media channels that are most effective for reaching your audience. This could include social media platforms (Instagram, TikTok, Pinterest), fashion blogs, email newsletters, or even local events. 5. Create Engaging Content Develop visually appealing and engaging content that reflects your brand story. This could include photoshoots, videos, behind-the-scenes clips, blog posts, or influencer collaborations. Ensure your content is consistent across all channels.