WHAT IS FASHION, COMMUNICATION AND PROMOTION (FCP)?

FASHION:

• preparation for social environment where interaction, charm and charisma are key

• not need based - lifestyle/ consumerist based

• a form of expression

• trends/ styles

• evolution - change in all areas

primary and secondary consumerism collaboration very important

COMMUNICATION:

• getting to the consumer

• story telling - using seductive language

• power of imagery - in touch with the visual world and concerned with visual tools

• subtle communication through hidden advertisements - who/ what your selling to/ where - multi channel, multi media

PROMOTION:

• seduction and hypnotism

• ‘turning shit into gold’

• brands need promotional help to target specific groups

• celebrity endorsements

• making consumer want it

• desire - difference between having a product for its own right and having a product because of its branding

promotion is the middle between brand and consumer

FCP involves the ability to cover all areas of method to reaching a consumer which includes advertising, sales promotion, organising events and experiences, PR and publicity, direct marketing, interactive marketing and personal sales