Fashionbiz provides the BEST COVERAGE of news & trends
74% make copies or cut out ads & articles to circulate
82% pass Fashionbiz on to their co-workers
48% save all or part of their Fashionbiz issue for future reference
60% use Fashionbiz as a source of new vendors
71% get ideas or make decisions based on information in Fashionbiz
Magazines for Young people : Ceci, Vogue girl, Elle gir
For example, each business segment makes its own advertisements such as picture and video and posts them on magazine, newspaper and so on. However, since LVMH uses the common image and other advertising materials to its geographical markets, if LVMH categorizes its business by its geographical markets, the advertising cost would not be regarded as traceable fixed cost, but common fixed cost.
fashion brand
Communication Objective – Brand Awareness
Focus on boosting brand awareness among all generation
Entry level: only 2 years since launching
Promotion Message – Local & Reasonable Brand
Low price and products customized for Korean people
Promotion Media
Advertisement on free newspapers or magazine displays
Special events with the celebrities as s
2009
Introduction of Leopard pattern as a HOT trend (172p)
Exposure of Leopard pattern (30 times)
Introduction of Leopard pattern items
Malls which have Leopard pattern items
Candid shots of stars with Leopard pattern items
“Active” readers
People(readers) create their own identity
by consuming certain items which differentiate from others
Magazine helps differentiate individuals
Music appeal method can help people to remember the name of product
Analysis of Advertising
Is this advertising effective when appeared magazine which is full of fashion-related advertising?
Humor appeal can affect customer well especially when appeared at unusual media