Objective 6.

05

THE FASHION PROMOTION PLAN Teacher Information

The purpose of this project is to provide an opportunity for the student to understand and experience the process necessary in planning promotion for a retail fashion business.

will: Develop a written fashion promotion plan. Defend the plan in an oral presentation. The teacher's role is to serve as facilitator as students prepare their fashion promotion plans and to coordinate and participate in the evaluation process. It is possible for the teacher to evaluate the entire process. Enlisting the services of fashion industry representatives to read the student plans and hear the oral presentations can provide a more realistic experience. The teacher should coordinate the process so that the number of students assigned to each industry volunteer is manageable. Industry volunteers should
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Competency Objectives:

Students

Objective 6.05

have an opportunity to read the students' plans prior to the presentation time. Each volunteer might be scheduled to come to the classroom for only one day to hear presentations by the students assigned to him/her. Depending on the number of students in the class, the presentation process might take several days, but a given community resource person would only be required to give up his/her time on one day. This will place a responsibility on each student to be prepared and to present his/her plan at the assigned time. The following pages include general instructions to the student, suggested guidelines for the promotion plan, and an evaluation rubric.

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Objective 6.05

THE FASHION PROMOTION PLAN Student Information

The purpose of this project is to provide you the opportunity to understand and experience the process necessary in planning promotion for a retail fashion business.

will: Develop a written fashion promotion plan. Defend the plan in an oral presentation.

Competency Objectives: Students

GENERAL INSTRUCTIONS
This assignment requires a written promotion plan and the oral presentation of that plan with your teacher or a fashion industry representative acting in the role of the store manager. You will create a four-week promotion plan for a retail apparel store of your choice. The completed written document should be approximately five to seven pages in length. Recommended page lengths for each part are included with the content guidelines. Be sure to address all five content parts. The emphasis of the written document is on content; however, your
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Objective 6.05

written plan is to be a formal, professional document and must follow the required format guidelines which are included. Your teacher may allow you to include graphs, charts, diagrams, or illustrations. Any pages containing these items are in addition to the five to seven pages suggested above for the written document. You will present your promotion plan to your store manager (teacher or an industry representative) for approval. Guidelines for the oral presentation are included. Your grade will be based on completion of both the written plan and the oral presentation. The entire project is worth 200 points. A copy of the evaluation form that will be used is included for your information. You may want to consider entering your completed promotion plan for competition in DECA. If so, you will need to carefully read and follow the guidelines provided in the national DECA Guide for the Fashion Merchandising Promotion Plan written event rather than the guidelines provided for this project. Your teacher can provide the appropriate
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event information.

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CONTENT GUIDELINES
PART 1: EXECUTIVE SUMMARY This section provides a brief summary of your entire plan. It will be the last section you complete, but will be placed first in your proposed plan. Suggested length: to page. PART 2: DESCRIPTION OF THE STORE This section provides specific details on the type of business, its location, the merchandise sold, the price-range of that merchandise, the hours of operation, and the demographics of the customers who shop there. Suggested length: page. PART 3: OBJECTIVES AND THEME This section includes your timeline, objectives, and the theme or message for the promotion. Indicate what you hope the promotion will accomplish. Specify the four-week time period during which the promotion will occur, and explain why you selected this time period. Suggested length: to page. PART 4: PROMOTIONAL MIX, RESPONSIBILITIES, AND BUDGET Promotional Mix This is the main section of the paper. In this section you will list all the different components of your promotional mix and outline the promotional activities to be used during the four weeks. The promotional activities should include Advertising (Will it be coop? Which media will you use? Examples: newspaper, magazine, television, radio, online, direct mail, outdoor signage, merchandise packaging, and/or video). Suggested length: 1 to 1 pages Personal selling. Suggested length: page Publicity. Suggested length: page Public relations. Suggested length: page Visual merchandising (window displays, interior displays). Suggested length: 1 to 1 pages Special events (Examples: fashion show, trunk show, special sale, celebrity appearance, premium offers, personal improvement sessions, and/or demonstrations). Suggested length: 1 to 1 pages Assignment of Responsibilities For each activity you listed in the promotional mix section, specify who (manager, assistant manager, sales associate, etc.) will be responsible.
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Objective 6.05

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Budget State the total budget allocated for this promotion. Based on the activities planned, provide an itemized list of projected expenses for the promotion. (Examples: 500 raffle tickets @ 5 each = $25.00; rental of runway and lighting for fashion show = $700; -page advertisement in the local newspaper = $900) PART 5: STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT In this section, discuss how this promotion plan will benefit sales in the store. Suggested length: to page.

FORMAT GUIDELINES
A title page is required and should include the following information attractively placed on the page: FASHION MERCHANDISING PROMOTION PLAN Student's name Name of school Date The body of this plan will be five to seven pages not including the title page. The information should appear in the order provided in the content guidelines. The plan must be typewritten or word-processed and printed on 8-inch by 11-inch white paper. Handwritten corrections made on the copy will be penalized. Graphs, charts, diagrams, or illustrations, if permitted, may be computer generated or hand sketched. Use Arial 12 or Times New Roman 12 for the font and size when word-processing unless your teacher specifies otherwise. Top, bottom, and side margins should be set for 1-inch. The promotion plan must be submitted in a report/presentation folder.

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Objective 6.05

ORAL PRESENTATION GUIDELINES

Ten minutes will be allowed for the oral presentation. The presentation must include the use of PowerPoint or other presentation software. The store manager may ask questions following the presentation.

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Objective 6.05

EVALUATION: THE FASHION PROMOTION PLAN

Exceptionally Well Done Well Done Adequately Done Little Value Students Score

EXECUTIVE SUMMARY.............................. 10-8 DESCRIPTION OF THE STORE Type of business, location, merchandise sold, price range of merchandise, business hours, and customer demographics.............................................25-19 OBJECTIVES Timeline, objectives, and theme.................15-12 PROMOTIONAL MIX Evidence provided for each area: Advertising

7-5

4-3

2-0

_________

18-12 11-8

11-5 7-4

4-0 3-0

_________ _________

25-19

18-12 11-8 4-3 4-3 15-10 18-12 4-3 7-5 4-3

11-5 7-4 2 2 9-4 11-5 2 4-3 2

4-0 3-0 1-0 1-0 3-0 4-0 1-0 2-0 1-0

_________ _________ _________ _________ _________ _________ _________ _________ _________

Personal selling.......................................15-12 Publicity..........................................................5 Public relations...............................................5 Visual merchandising..............................20-16 Special events.........................................25-19 ASSIGNMENT OF RESPONSIBILITIES................5 BUDGET.............................................................10-8 STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT......................5 TECHNICAL MERIT Creative plan; workable for the store chosen; overall professional layout; neat; appropriate word usage; proper grammar; correct spelling...............................................10-8 ORAL PRESENTATION Presentation is complete. PowerPoint is logical. Student justifies each promotional area..............................................................25-29

7-5

4-3

2-0

_________

18-12

11-5

4-0 score is

_________ _________ 200

Total Points: (Maximum points.) Above Mastery Mastery 180-200 160-179 Partial Mastery Non-Mastery 140-159 139 and below

Exceptionally Well Done means that the information is presented in a very effective way and that nothing more could be expected. Fashion Merchandising F-38

Objective 6.05 Well Done means that the information is presented well. Though there may be a few minor problems or omissions, they are not significant. Adequately Done indicates that there is some major flaw noted that reduces the effectiveness of the plan. This may be a major omission, a serious misstatement, or some other major flaw. Little Value means that the information presented failed to address the criteria being evaluated.

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