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FASH 0007 - Fashion Promotion

http://catalog.sierracollege.edu/course-outlines/fash-0007/

Catalog Description DESCRIPTION IS HERE: Hours: 54 lecture Description: Emphasis on the role of promotion in the selling and advertising of fashion goods. All avenues of fashion promotion explored and evaluated including: advertising, publicity, special events, fashion show production, direct marketing and target market research. Promotion skills developed through the planning and promotion of special events. (CSU) Units 3 Lecture-Discussion 54 Laboratory By Arrangement Contact Hours 54 Outside of Class Hours Course Student Learning Outcomes Create a target market profile to include demographics, psychographics and the study of consumer behavior. Demonstrate understanding of developing a plan, budgeting, and creating a promotion campaign by creating and implementing a class run special event. Identify and apply the art elements and principles of design to the different types of fashion production. Course Content Outline I. The Role of Fashion Promotion A. Marketing, merchandising and communication in promotion B. Methods and categories of Fashion Promotion II. Target Market Research A. Methods of research B. Importance of target markets C. Market segments and consumer behavior III. Advertising A. Impact of advertising on the retail industry B. Ethics and social responsibility in advertising IV. Planning an advertising campaign A. Target market advertising B. Advertising to multicultural markets C. Planning and budgeting strategies D. Advertising agencies V. Advertising Media A. Newspapers B. Magazines C. Television and radio D. Outdoor advertising E. The use of art elements and principles of design in advertising VI. Direct Marketing A. Direct mail B. Catalogs C. Telemarketing D. Broadcast media VII. Publicity and Public Relations A. The role of publicity B. Public relations tools C. Media vehicles used D. Measuring effectiveness VIII. Special Events A. The role of special events in promotion B. Categories of special events C. Personnel involved in special events D. Measuring effectiveness IX. Fashion Show Production A. The purpose of fashion shows B. Planning and budgeting C. Location and timing D. Selecting models and merchandise X. Careers in Fashion Promotion A. Advertising executives B. Public relations C. Merchandisers and marketing D. Retail Course Objectives Course Objectives 1. identify and analyze the role and importance of promotion in the retail fashion industry; 2. discuss the importance of target market research in the role of fashion promotion; analyze the methods used including: demographics, psychographics, and studying consumer behavior; 3. identify the art elements and principles of design in fashion advertising; 4. develop a plan, the budget, and a promotional campaign for a special event; 5. define and describe the principles of fashion advertising, including the types of print media, the types of broadcast media, publicity, and special events; 6. compare the various forms of direct marketing used for promotion and analyze their effectiveness on the consumer; 7. analyze the role that publicity and public relations has in fashion promotion. Create a public relations campaign for a local retail store; 8. identify the categories of special events. Discuss the impact that special events have on the retail industry; 9. discuss why fashion shows are considered the major promotional tools of the fashion industry. Compare and contrast the differences between designer and retail fashion shows; 10. recognize the careers in the category of fashion promotion; discuss the various opportunities that each one has to offer; and 11. create and plan an advertising campaign for a fashion company using classroom computers as a group project; discuss appropriate types of print media and the target consumer. Methods of Evaluation Objective Examinations Projects Reports Reading Assignments 1. After completing assigned reading on planning and advertising campaign, complete the discussion questions found at the end of the chapter. 2. Read a fashion magazine and identify the similar trends found in fashion advertisements. 3. Find and read the mission statements of two major retailers and discuss the principles written in them. Writing, Problem Solving or Performance 1. Select an advertisement from a fashion magazine and write a paper on the target customer that the ad was meant to attract. 2. Write a press release for public relations campaign for a local retailer who is carrying a new designer brand. Other (Term projects, research papers, portfolios, etc.) 1. Complete a demographics report, researching the target market of a specific geographic area. Include the kind of retail stores that would fit in that target market. 2. Create a plan for the Sierra College Fashion Show, Department Showcase, or other event. Include a flyer, program and event theme. Methods of Instruction Lecture/Discussion Distance Learning Other materials and-or supplies required of students that contribute to the cost of the course.