FASH 241 Lecture Notes - Lecture 3: Drive Time, Trade Association, National Retail Federation
3 Feb 2017
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Document Summary
Differences among advertising, publicity, and public relations. Services provided to fashion merchandisers by such media as trade and consumer publications, broadcast media, and digital communication. Role of store designers and visual merchandisers. Information provided to fashion producers and retailers by fashion consultants and research agencies, trade associations and trade shows, and buying, merchandising, and product development offices. Fashion auxiliary services offered by the media. The media offers (3) broad categories of fashion auxiliary services. Public relations, a broader term than publicity as it is also free and voluntary but enhances a long-term idea. Qr codes are black and white boxes of pixels that encode links and information on websites. Combine all three categories of the auxiliary level in a single publication. The shelter magazines are devoted to home fashions. Editorial credit, a unique form of publicity that names the manufacturer and lists retail stores where the clothes can be purchased: general consumer publications.
