Fashion advertisers work with designers and market research firms to promote new clothing lines through traditional and modern media, including social media. They strategically place advertisements in periodicals and online to target specific consumers, sometimes using celebrities to promote products.
People involved in fashion advertising are tasked with ensuring that the manufacturer’s target market is able to learn about new shoes, hats and various types of clothing. Successful advertisers work closely with designers, marketing firms and product line managers when developing advertising campaigns, often relying heavily on research and experience to make important decisions. Many companies use traditional media such as newspapers and magazines as well as modern technology including online stores and social media sites to promote new clothing lines.
Before producing new clothes, designers often request reports from market research firms that detail the types of colors, fabrics, and clothing that consumers are looking to buy. At this stage, people involved in fashion advertising typically make contact with fashion designers and begin to think of ways to market these new clothing lines. Typically, designers create shirts, shoes, and other clothing with certain types of consumers in mind. Advertising associates must ensure a thorough understanding of the designer’s target market, otherwise marketing efforts may be misdirected.
When a new product line is being launched, those involved in fashion advertising need to arrange strategically placed advertisements in periodicals or magazines that the designer’s target customers are likely to read. A company that is promoting men’s suits might place advertisements in trade magazines that are read by financial professionals, whereas a company that markets children’s swimwear would be more likely to promote new product lines in parenting magazines. Marketing efforts should begin before the product goes on sale to ensure that the retailer’s initial supply of new clothing is quickly depleted, with the result that retailers are likely to order more clothing from the manufacturer.
In addition to using print magazine and newspaper promotions, people involved in fashion advertising often promote products online. Some internet providers use cookies to track demographic information about computer users. Based on this information, these companies allow companies to target certain types of consumers with pop-up ads and other types of marketing. Other companies choose to buy real commercial space on fashion websites. Usually, companies try to place these promotions on websites that sell the clothes that appear in the advertisements.
Fashion advertising sometimes involves using social media sites. Some companies create social media accounts specifically to promote products, while others seek the help of celebrities to market fashion. In these cases, the manufacturer may give a celebrity free clothing or pay the individual a fee in exchange for the person recommending a product through various social media channels. Some fashion companies pay celebrities a fee to wear clothes in public at major events like movie premieres or sporting events. Such marketing practices are based on the theory that consumers are often influenced by famous people.
Asset Smart.
Protect your devices with Threat Protection by NordVPN
