Fashion PR

Question 1

Fashion Industry

Answer 1

global business that designs, manufactures, distributes, and markets, and sells clothing, shoes and accessories

Question 2

Public relations

Answer 2

the process of creating mutually beneficially relationships between and organization and its publics
Strategic communication- see above

Question 3

10 functions of strategic communication

Answer 3

public relations, media relations, marketing, advertising, special events, public affairs, issue management, crisis management, investor relations, development

Question 4

High fashion

Answer 4

content that is being marketed or shared for people within thr fantasy or of the socioeconomic status that can afford it (editorials, runways)

Question 5

Mass fashion

Answer 5

available to the masses, visually aware of it,

Question 6

Commodity

Answer 6

A good that can be bought or sold

Question 7

Fashion market pyramid

Answer 7

Top down: Haute Couture (Chanel), Luxury (Hermes), Diffusion (Marc by Marc Jacobs), Bridge (Michael Khors), Mass Market (Zara), Fast Fashion (SHEIN)

Question 8

What makes a brand valuable?

Answer 8

Financial value (amount of dollars minutes money owed), communicative value (who is speaking for your brand), relation value (people’s relationship to the brand), longevity (how long has your brand been around, control (who controls your brand)

Question 9

brand resonance pyramid:

Answer 9

bottom down: salience, performance and imagery, judgements and feelings, resonance

Question 10

Brand family

Answer 10

a serious of companies that are kept under the same conglomerate

Question 11

Conglomerate

Answer 11

a large corporation that owns many brands

Question 12

Supply chain

Answer 12

the processes involved in the manufacturing and distribution of a commodity

Question 13

Province

Answer 13

the chain of ownership over a commodity

Question 14

3 phases of fashion production

Answer 14

Design, production, distribution

Question 15

How are PR professionals involved in the three phases of fashion production?

Answer 15

Trend forecasting (design), supply chain Management (production), wholesale catalogues, price points (distribution)

Question 16

Licensing

Answer 16

Allowing another brand to use your brand standards

Question 17

Brand audit

Answer 17

a review of brand’s performance and position in the market

Question 18

Brand audit steps

Answer 18

Brand map, weight relationships between sister bonds, inventory the brands

Question 19

Social listening

Answer 19

monitoring social media to see what is being engaged with and what is being said

Question 20

Two step slow

Answer 20

Media——opinion leaders——masses

Question 21

Media relations

Answer 21

the management of a relationship between an organization and the media

Question 22

PESO Model

Answer 22

Paid media (advertising), earned media (media relations), shared media (social media), owned media(website)

Question 23

What makes fashion news?

Answer 23

New collections, celebrity style, exclusive pieces, trend setting and trend predictions

Question 24

Audience segmentation stragies

Answer 24

Psychographics, demographics, geographics

Question 25

Crisis

Answer 25

a situation that threatens to undermine an organization’s relationships with their stakeholders

Question 26

Issue

Answer 26

An anticipated change

Question 27

Scandal

Answer 27

An event that violates the ethics of your stakeholders

Question 28

9 steps of crisis management

Answer 28

Verify situation Conduct notification Conduct assessment (activate crisis plan) Organize assignments Prepare information and obtain approvals Release information to media, public, partners through arranged channels Obtain feedback and conduct crisis evaluation Conduct public education Monitor events

Question 29

4 steps in crisis management

Answer 29

prevention, preparedness, response, recovery

Question 30

Image repair theory

Answer 30

set of steps for crisis communication used to preserve an image (denial, evasion of responsibility, reduction of offensiveness, corrective action, and mortification)

Question 31

Situational crisis communication theory

Answer 31

working to understand who and why stakeholders are blaming for a crisis

Question 32

Social mediated crisis communication model

Answer 32

the source of a crisis and the information around it determines how audiences interpret the crisis (determined through crisis origin, crisis type, infrastructure, existing messaging, message form/channels available)

Question 33

Integrated crisis mapping model

Answer 33

attributes of audience determine how they respond to a crisis

Question 34

Fashion show

Answer 34

A visual presentation of clothing and accessories

Question 35

Pseudo events

Answer 35

Events done entirely for publicity

Question 36

Fashion show roles

Answer 36

designer and design team, crew (lighting, callers), stylists, models, dressers

Question 37

Corporate social responsibility

Answer 37

business model that considers how a company effects society

Question 38

Sustainability

Answer 38

making clothing that is good for the environment

Question 39

Fast fashion ethics

Answer 39

rapid production of inexpensive clothing, accessible but unethical for labor