Sidebar
In Fashion
4/27/09: Below, tips on selling the apparel category:
Offer retail promotional platforms. The number one goal for brands is to drive store traffic and incent sales through sweepstakes, in-store events and other property-related activities.
Tie to brand imagery. Apparel brands frequently use sponsorship to reinforce their all-important imagery. For example, Polo Ralph Lauren Corp. sponsors tennis and golf on behalf of its Polo brand, while VF Corp.’s Nautica titles triathlons in New York City, Miami and Malibu, Calif. to support its performance lifestyle positioning.
Help tout new products. Like other types of companies, apparel manufacturers frequently use sponsorship to generate a buzz around product introductions. Properties should read Women’s Wear Daily and other trade publications to find out about new offerings.
Provide on-site display. Properties should provide booths and other real estate that apparel brands can use to showcase their latest styles. For example, Williamson-Dickie activated Coachella and Stagecoach by showcasing product in a mobile marketing rig.
Engage athletes and celebrities. Where possible, properties should allow apparel sponsors to outfit high-profile personalities connected to the organization. For example, Izod has leveraged the Izod Center by distributing polo shirts and other products to Nets players and those from visiting NBA teams.