Retailing And Merchandising In Textiles And Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 06: Chain Organizations

Promotional Activities

Promotional activities of most chain organizations are coordinated with their central buying activities. The advertising staff at a chain's central or regional headquarters prepares advertising layouts and provides display suggestions for all chain units. These are designed to promote the fashion merchandise purchased by the central buyers for the various units.

Department store chains concentrate mainly on item advertising of fashion goods, with frequent off-price promotions. Specialty store chains that carry higher-priced fashion merchandise usually follow the promotional pattern of non-chain specialty stores operating at the same price level; they feature looks and trends in ads and displays.