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FAS 310:Campaign for a New
Fashion ProductLibrary Resources
Your Fashion Liaison
Hi, I am Kelly Bennett, your Fashion Liaison Librarian.
You can contact me for assistance with your research assignment, my
contact information is below.
732-750-1800 Ext. 2201
Your Assignment
• Plan and partially execute an advertising campaign for a fashion product. For complete assignment details refer to your Term Project handout.
• Do as much original research as you reasonably can.
Industry Research
• 10K/Annual reports
– Retrieved from company websites
• Industry Trends
– Retrieved from IBIS World database
You will start by conducting Industry Research for your new fashion product.
10-K is an annual report required by the U.S. Securities
and Exchange Commission (SEC),
that gives a comprehensive summary of a
company's performance. It will
provide you with helpful insight into
trends in your product area.
IBIS World will provide you with
general trend information in your
product area including barriers to entry, performance
trends and key competitors.
10K/Annual Report
Select a successful retailer in the market of your new product.For example, if your new product is a handbag visit Coach to review
their 10K report.
Select a successful retailer in the market of your new product.For example, if your new product is a handbag visit Coach to review
their 10K report.
Look for the company’s “About Us” page or “Investor Relations” page to get started. These are typically at the bottom of the website.
Continue to search for the Investor Relations, SEC Filings, Financial Reports, Annual Reports or 10K Report pages. You may have to navigate through several
pages to find the report.
Click on the pdf symbol to open the most recent 10K report.
This report is 1212 pages!
10K reports are very comprehensive but there is an easy way to search them.
The report is Keyword Searchable
To Keyword search the 10K report use the Control + F key or if you are using a Mac the Command + F key. This will open a keyword search box.
Let’s search for marketing – researching Coach’s marketing strategy will help inform the marketing strategy for your product. You can justify
your marketing strategies by referencing Coach.
Strategy: Consistent message
Strategy: multiple direct
marketing activities
Review the Marketing Section of the report for key points. I have highlighted some areas of interest.
Strategy: Target communications
Continue to scroll through the document for additional information.Let’s try key word searching for advertising next.
There is an entire section of this document on advertising. Read through to ideas and references to justify your advertising campaign.
Industry Research
• 10K/Annual reports
– Retrieved from company websites
• Industry Trends
– Retrieved from IBIS World database
Now that we’ve reviewed the 10K report let’s visit the
Databases for some Industry Trend Research
To access the databases you have to log into your BlackBoard account & select the Library Tab
Chat Live with a Librarian if you need help or navigate tothe databases by on Research/Explore – Databases.
The databases are listed by subject. Since we are looking for the IBIS World database we can search the A-Z list.
IBIS World
Double Click on IBIS World to launch the Database
This is the IBIS World home screen. Enter your product type to search for industry trends.
The sample search we are conducting is for handbags
Look to the Industry Report Section and choose the most relevant report. In this case it is the Handbag, Luggage & Accessory Report.
Navigate the different sections of the report by clicking through the tabs at the top. The page displayed gives you an overview of the industry.
Download, print, save and search the report using these
icons.
Let’s scroll down the page to see the
Industry Overview
Does your target
audience have the disposable
income to purchase your
product?
Who are the major players? What are they
doing well? Can you apply
that?
Start looking for information that will inform who you target customer is and who your key competitors are.
Back at the top of the page let’s explore some of the other tabs of the reports – starting with the “Industry at a Glance”.
First you get some visuals depicting the state the handbag industry, scroll down for a text heavy analysis.
You can justify your product type of referencing an
annual growth in the industry
First you get some visuals depicting the state the handbag industry, scroll down for a text heavy analysis.
Revenue is expected to grow
by 4% this is a good justification for a handbag as a new product
Specific Advertising Database
• SRDS
– Advertising costs, budget information, target audience
Let’s switch gears and find the specific pricingfor your advertising needs from the SRDS database.
Standard Rate & Data Service SRDS
Just like for IBIS World to access the databases you have to log into your BlackBoard account to access the SRDS database.
Double Click on the Standard Rate & Data Service (SRDS)to launch the Database
This is the SRDS homepage. There are a few different ways to search for advertising cost information.
Option 1: Choose from the drop down menu the type of media you
would like to advertise in.
Option 2: Type in the type of market your product is in. For our
handbag example I have entered fashion.
Let’s review the search results for Fashion advertising options in all media types.
You have over 2,000 options for
advertising in a fashion related
media.
You can limit these option by choosing a media type
to research further or scroll through the top
results.
We are going to research Elle magazine to see if it is the right place to advertise our new handbag.
Statement of Elle Magazine – Does this
align with your product?
Each tab will give us information to help decide if Elle is the right place to advertise our new product.
Average reader is female 37 years old with an income of
$68,441
Is the audience of Elle magazine your target customer? If so you can justify advertising here – if not keep searching!
This is where you find the hard costs associated with advertising in Elle that you need to complete your assignment.
Be sure to take this into account when
creating your advertising schedule
chart
Would advertising during a special feature month
increase your target audience viewing
your ad?
Review when the magazine is released to ensure you can advertise for upcoming seasons and what the special features are.
Back on the General Information Tab there are links to get additional information about Elle Magazine.
We can see some information that was available in SRDS like the rates but also the Digital Advertising Rates are listed here.
Digital Advertising costs should also be included in your advertising budget – as we learned from the Coach 10K report it is an important advertising resource.
LibGuides
• FAS Libguides
• http://berkeleycollege.libguides.com/FAS310NewProductAssignment
• Resources specifically chosen to support your research for this assignment.
• http://berkeleycollege.libguides.com/fashion• Resources to support your success in the Fashion Marketing &
Management Program
– Websites & blogs to follow
– Videos
– Book & eBooks
– Database help & more…
This is the New Product Assignment Guide. Browse the tabs to find materials specifically selected to support your completing this assignment.
Need help with your research?
Chat with a librarian!
You can access all databases we reviewed in this Presentation from here and there are helpful hints on what types of information to search for in each.
This is the Fashion Marketing & Management Guide. Browse through the tabs for usual resources to help support the Fashion Program.
You can click on each of the pictures to be brought to a list of website on each topic. Browse through the tabs to find additional resources.
• Email – [email protected]
• 732-750-1800 ext. 2201
• Live Chat accessible from the library homepage & the LibGuides
We are here to help you!
