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Marketing Fashion by Harriet Posner

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Fashion Promotion

 

Fashion promotion is a key element of the marketing mix. The task of promotion is to communicate with customers and publicize products and services. Promotional activities such as advertising, public relations and sales promotions are used to build a brand’s status, enhance perception of a brand, increase desire for products, raise awareness of what’s on offer and inform consumers about benefits or services. The ultimate aim of promotion is of course is to support sales and persuade consumers to purchase.

The promotional mix

The promotional mix refers to the combination of promotional tools used by a company to promote products and services and communicate their message to consumers. The four standard elements of the ...

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