Careers in Sales Promotion

• Who writes the press release?
• Who develops the ad campaigns?
• Who makes the store look fantastic?
• Who writes about the newest fashions?

The people responsible for sales promotion are the promotion director, advertising director, public relations director, special events coordinator and visual merchandiser.

• The goal of promotion is to encourage the growth, exposure and development of an image by advancing it to a higher position.
• Working in promotion involves an understanding of the costs and uses of various advertising vehicles, the significance of public relations, the value of sale promotions, the importance of selling, and the impact of sponsorships and partnerships on fashion events.

Promotion Director

A Promotion Director guides the marketing activities of the retail store.

Responsibilities

• Knowing which media types are most effective for different types of promotions
• Institutional advertising
• Promotional campaigns
• Signage, displays, hangtags, labels, shopping bags and fliers

Job Qualifications

Education

• A bachelor’s degree in promotion, advertising, merchandising or a similar field

Experience

• Many years of industry experience
• Experience in advertising and/or promotions

Personal Qualifications

• Excellent understanding of fashion marketing, ability to communicate about fashion trends, an understanding of consumer behavior, strong communication and presentation skills, and a great networking ability

Advertising Director

An Advertising Director of a retail company develops and implements the company’s advertising strategy for the purpose of increasing sales.

• Selects the venue, or media form, for the advertisements
• Work to position their company relative to the competition
• Work with support departments to develop a promotional campaign

Job Qualifications

Education

• A bachelor’s degree in advertising, merchandising, communication or similar field

Experience

• Entry-level position in advertising
• 3-5 years experience in promotion and retailing

Personal Qualifications

• Excellent understanding of fashion trends, customers and retail competition
• The ability to sell
• Persuasion and communication skills

Public Relations Director

Responsibilities

• Finding cost-effective ways to promote the company they represent
• Putting their company in a favorable spotlight
• Persuading the media to feature press about the company; generating press coverage
• Working with all types of media representatives
• Finding themes or topics that the media will want to cover and tying those into the businesses of their clients

Job Qualifications

Education

• A bachelor’s degree in marketing, public relations, advertising, business or fashion merchandising

Experience

• 8–10 years of PR experience
• Excellent contacts within the industry and the media

Personal Qualifications

• Exceptional writing and budget management skills
• Confident team player
• Exceptional “pitching” skills or the ability to sell one’s ideas in a persuasive and articulate manner

Special Events Coordinator

A Special Events Coordinator increases the visibility of a company by coordinating fashion events that provide exposure.

• Events include trunk shows, fashion shows, bridal shows, parties, educational events and book signings
• Responsibilities range from securing a site to soliciting sponsors, to developing commentary, to taking care of printing needs.

Job Qualifications

Education

• A bachelor’s degree in fashion merchandising, fashion design, promotion or events planning

Experience

• Work as an assistant to a or special events coordinator
• Large and useful network of contacts

Personal Qualifications

• Enthusiastic and creative personality
• The ability to sell ideas and visions
• Extremely strong organizational, communication and time-management skills

Visual Merchandiser

A Visual Merchandiser designs, develops, procures, and installs merchandise displays that enhance the ambiance of the environment in which the displays are shown.

• Aim to create an image that reflects the company and sells the company’s product lines.
• Responsible for window installations, in-store displays, signage, fixtures, mannequins and décor that gives a retail store an aesthetic appeal.

Job Qualifications

Education

• A two-or four-year college degree in fashion merchandising, fashion design, interior design, fine arts or visual merchandising.

Experience

• Member of a visual merchandising crew
• Portfolio of work

Personal Qualifications

• Artistic and sketching abilities; eye for color, line, balance and proportion; strong sense of fashion
• Able to execute concepts and work under pressure