FM 114 Lecture Notes - Lecture 20: Wield, National Retail Federation, Trade Association
1 Nov 2016
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Chapter 20: the auxiliary level supporting services. The only segment of the fashion industry that works with all other segments simultaneously. The 3 broad categories of auxiliary service include: Most often, it is a campaign with a predetermined strategy agreed upon by client and agency. It can appear in print (magazines and newspaper), radio and television. Free and voluntary information about a product of company. Publicity involves agencies or in-house public relations departments distributing various press releases to publishers. Publishers may choose to publish or discard these releases. Also the free and voluntary mention of a product or company. Public relations are geared toward the long term image enhancement of a client. Involves events like trunk shows, fashion shows, in-store breakfasts for important customers, parades, and various other activities to earn goodwill and notoriety. Started as a page in the daily trade resources. Dnr, for the men"s trade [not exist anymore]
