FASH 290 Chapter Notes - Chapter 3: Vertical Integration, Dkny, Product Placement
13 Jul 2013
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Document Summary
Brand communication: plays one or more of the following roles in the life of any brand- Inform: deliver information about brand (announcing launch of new product): remind: make people remember brand, convince: attempt to convince people that brand & its products are better than the competition. Communication focuses on emotional & functional values. Marketing mix: four ps product, price, promotion, & place. Vip concept: value, identity & product mix. The goal of communication is to convey the positioning proposal, polish it, & persuade the consumer to purchase the brand"s products. The promotion mix options available are wide and may include: Delivers a focused message about brand & its products, & promotes brand identity. Magazines: play important role in fashion industry. great channel for showcasing new designs & trends using creative & high quality advertising. Tv (national & cable): most glamorous channel advertising & the dream of every marketing manager.
