Fashion Communication

Project – 1
Course Code:TBFD22042

Panchali Liyanawadyge
Project Title: RESEARCH FOR ADVERTISING/PROMOTIONAL
CAMPAIGN

Part one – research the intended target market

Introduction

Market research
Part two – research an example brand product and document the
ways in which they have executed a promotional campaign.

Coronavirus Impact: How the Epidemic Has Impacted the Fashion

Industry
A breakdown of the fashion collections, trade shows and companies impacted by the epidemic.

The global spread of the coronavirus is continuously impacting the fashion industry. how brands are
responding to the virus.
.
The virus is increasingly having a negative impact on the fashion industry specifically, having
escalated in the midst of the fall 2020 fashion month season, causing brands and design houses to
shutter their doors and postpone upcoming runway shows. Major events, including the Met Gala
and the CFDA Awards, have also been postponed indefinitely. Department stores across the globe,
including Nordstrom, Neiman Marcus, Macy’s, Selfridges and Saks Fifth Avenue, have closed their
doors.
The Giorgio Armani show was held behind closed doors and other events were canceled or
postponed as the epidemic spreads in Italy.
international eyewear trade show Mido has postponed its upcoming edition slated to run Feb. 29 to
March 2 at Milan’s Rho-Fiera fairgrounds due to coronavirus. The fair’s organizer said the trade show
would be held between the end of May and early June.

The Fédération de la Haute Couture et de la Mode, French fashion’s governing body, announced on
March 27 it is canceling Paris Men’s Fashion Week and Couture Week due to the virus. Men’s Week
was scheduled to run from June 23 to 28 and Couture Week was scheduled for July 5 to 9.
The restaging of Chanel’s Métiers d’Art show, Ralph Lauren’s fall 2020 show and Burberry’s fall 2020
show are also being postponed due to the virus.

Retailers have responded to the COVID-19 pandemic by shuttering their doors. In the last few days, a
number of major retailers and brands announced their temporary closures in the U.S., including
Nordstrom, Saks Fifth Avenue, Macy’s, H&M, Chanel, Ralph Lauren, Sephora, Nike, Apple, Walmart,
Urban Outfitters, Madewell, Everlane, Lululemon, Glossier, Reformation and Anthropologie, among
others.

Major shopping malls, including New Jersey’s supersized mall American Dream and California’s
South Coast Plaza and Rodeo Drive have also closed.

A few retailers are also closing their e-commerce sites temporarily, including Victoria’s Secret, Pink
and TJX.mm

some examples of the types of shifts we’re seeing and expect to see in marketing approaches and
investments:

Directing investments toward marketing tactics that drive online sales.

Reducing marketing investments on campaigns to drive short-term sales or business outcomes,
while keeping brand-building campaigns live – essentially saving dry powder.
Shifting budgets to promoting at-home and delivery-based options (i.e., at-home fitness
solutions/equipment/apps, grocery delivery, restaurant delivery, etc.)
Shifting focus from promoting premium products to entry-point or everyday items.
With sporting events being cancelled or played without fans, many advertisers are formulating new
plans for those budgets – often holding the investments for later use – or scenario planning for how
to redeploy their dollars if a large advertising event such as the Olympics is cancelled or postponed.
Fine-tuning media allocations by tactic as we experience demand-driven price fluctuations in various
media channels. Changes in media supply and demand will impact costs, so we anticipate marketers
will need to closely manage certain spending areas, such as digital, with refreshed ROIs on new cost
levels.
Tracking data in local geographies that experienced varying levels of impacts.
Using trends social sentiment and google query volume on relevant key words as indicators to
inform marketing actions.
Building in quick response learnings to optimize marketing budgets and transfer learnings across
markets.
Measurement of custom creative addressing the viruses.