Using the marketing mix in the fashion industry
A Ben Sherman case study

Page 5: Promotion

The purpose of promotion is to obtain and retain customers. It covers:

• 'above-the-line', which is using independent media to reach a wide audience easily, but over which the company may have limited control, for example, magazine advertising. This reaches a mass audience but can be hard to measure its impact.
• 'below-the-line', which uses media over which the business has control, for example, direct mailing. This type of promotion can be more cost-effective and give more measurable response rates.

Ben Sherman uses both above-the-line and below-the-line promotion to help inform customers about its products. Through this information, it increases the customers' desire to buy its products.

Promotional activities

Some people think of promotion as being just advertising but advertising is only one aspect. Promotion may also include:

• direct mail - for example, catalogues, newsletters you may receive by post or email
• exhibitions or events - Ben Sherman has a high profile at fashion events and music events, for example, sponsoring a series of live gigs to support new British music in collaboration with with Gibson guitars and music channel MTV
• sales promotions -  such as discounts, money-off coupons or competitions
• public relations - perhaps through press conferences or by participating in charitable events, such as the Gibson Guitar auction for Nordoff Robbins charity
• sponsorship - Ben Sherman sponsored the 'Best Breakthrough Artist' category at the 2007 Q Awards
• product placement - Ben Sherman gives clothes to famous people so that they create publicity when they wear them. This is seen as an endorsement for the product. Amy Winehouse and Ricki from the Kaiser Chiefs have been used to promote Ben Sherman products by wearing them at high profile events and featuring in the printed press
• branding - you can see the Ben Sherman brand in the layout and decoration of its stores, its links to music, its advertising campaigns, packaging and point-of-sales displays