6.

00 Recognize the importance

of promotion in fashion.
6.05 Create a fashion
promotion plan.

Promotion Plan
A written document that details a companys
promotional efforts for a certain period of time.

Contents and guidelines

of a promotion plan..

Description of the store and

its customers

Type of business
Store location
Hours of operation
Types and price range of merchandise sold
Customer demographics

Goals and objectives of the

promotional campaign

Examples

To sell specific merchandise

To increase sales in general
To increase market share

Goals should be specific and measurable.

Example: to increase sales of womens hats by 5%

Major message or theme

Back-to-school
Mothers Day
Independence Day
Prom
Support our troops
Just say no

The Promotional Mix decision

Use of an annual or quarterly Calendar of Events

Provides an overall plan of action

Guides development of the promotional budget
Helps relate promotions to special events,
holidays, etc.

Specific activities to be included

Advertising
Personal selling
Publicity
Public relations
Sales promotion

Visual merchandising
Special events

Media Mix Selection

The right medium reaches the largest portion of

the companys target market.
Types of media chosen should support and
strengthen each other in the overall promotion
campaign.
Newspaper is the primary medium for local
advertisers.
Radio is universally used.

Assignment of responsibilities for

overseeing the activities

Specifies the people and/or departments

responsible for each aspect.
Division of responsibilities is affected by the type,
size, and location of the store.

Promotion Budget

Usually based on anticipated annual sales

Manufacturers generally budget five to eight

percent. Example: $1,000,000 anticipated annual
sales times 6% (.06) would provide a $60,000
annual promotion budget.
Retailers generally budget one to four percent.
Example: $500,000 anticipated annual sales times
4% (.04) would provide $20,000 for promotion for
the year.

Sometimes based on the previous years sales

Plan should state total budget allowed and itemize
the planned expenditures