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FASH 0007 - Fashion Promotion

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

Catalog Description 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) Course Student Learning Outcomes CSLO #1: Create a target market profile to include demographics, psychographics and the study of consumer behavior. CSLO #2: Develop a plan, budget, and promotional campaign for a class run special event. CSLO #3: Identify and apply the art elements and principles of design to the different types of fashion promotion and advertising. Effective Term Fall 2025 Course Type Credit - Degree-applicable Contact Hours 54 Outside of Class Hours 108 Total Student Learning Hours 162 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. create a promotion campaign for a class run special event; including all advertising and marketing materials and budget guidelines; 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. discuss the different types of print media advertisements used by fashion companies to reach their target customer; evaluate the effectiveness of each.   General Education Information Approved College Associate Degree GE Applicability CSU GE Applicability (Recommended-requires CSU approval) Cal-GETC Applicability (Recommended - Requires External Approval) IGETC Applicability (Recommended-requires CSU/UC approval) Articulation Information CSU Transferable Methods of Evaluation Objective Examinations Example: (Quiz) As a multiple-choice question, students will be asked to identify the different types of media used to advertise fashion goods. Projects Example: Students will complete an advertising project where they will choose fashion advertisements based on the principles of design and identify the art elements represented in them. Students will be evaluated based on the accuracy in identifying the elements required, as well as professional presentation of project. Reports Example: Students will complete a demographics report on the population of a specific geographic location. Students will complete a full demographic profile to determine the target customer of that area. Based on findings, the student will determine which promotional activities and retail stores would fit the target customer's lifestyle and specific needs. Students will be graded and evaluated based on accuracy of statistics found and appropriateness of suggested retail stores and promotions. Repeatable No Methods of Instruction Lecture/Discussion Distance Learning Lecture: After the instructor lectures on ethics and social responsibility in advertising, the instructor will lead a discussion around advertisements that some may find controversial. The instructor will divide students into small groups to debate and analyze why and discuss how the advertiser might have chosen a more ethical and sensitive campaign. The instructor will lecture on types of print and broadcast media used by the fashion industry. The instructor will present a writing assignment comparing and contrasting the methods and present ways in which students can tell which way was more effective. The instructor will lecture on demographics and how the practice is used to find the target customer of a fashion brand. Students will be given advertisements from various fashion brands and will be asked to identify the target customer of that brand using the practice of demographic segmentation. Distance Learning After reading through the PowerPoint lecture on advertising, students will be asked to find two fashion advertisements they find interesting. On a class Discussion Board, students will be asked to post their ads and identify the art elements used in the layout of each ad. Typical Out of Class Assignments 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. 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 a campus special event. Include a flyer, program and event theme. Required Materials Fashion Promotion: Building a Brand Through Marketing and Communication Author: Gwyneth Moore Publisher: Bloomsbury Publication Date: 2021 Text Edition: 2nd Classic Textbook?: OER Link: OER: The Why of the Buy: Consumer Behavior and Fashion Marketing Author: Rath/Bay/Gill/Petrizzi/Divita Publisher: Bloomsbury Publication Date: 2023 Text Edition: 3rd Classic Textbook?: OER Link: OER: Other materials and-or supplies required of students that contribute to the cost of the course.