FASHION MERCHANDISING PROMOTION PLAN

2012-2013
The final paper must be typed, double spaced.
It should include a cover sheet with the DECA event requirements. See
DECA Guide
It should also include a Table of Contents
The paper should include Roman Numerals I-IX. (listed below) with exactly
the same wording as listed

FMP TASK:
Prepare a one-to-four week seasonal sales promotion plan, using apparel and
accessory items for the store or a department in the store. Participants are
encouraged to use a real store as a basis for the research and planning which
must be for one store or a department within the store where sales promotion
planning is actually done in the store. Present the plan in a role-playing situation
to the store manager.

Fashion Merchandising Promotion Plan

1. Prepare fact sheets in outline form (maximum of 11 pages-double spaced,
not including title page and table of contents).
Fact sheets must include:
I. Executive Summary
This is a one-page summary of your campaign. It cannot be completed until
the paper is finished. Be sure it is ONLY one page. It can be single spaced.
This is the first impression of your project for the judge make sure it is a
good one. It is a SUMMARY of the paper it should include a little bit of
ALL sections. Think! if the judge only had time to read just this page could
he or she know enough about you project to evaluate it. Try not to make this
one long paragraph which would be difficult to find the areas of evaluation.
Use short paragraphs for each evaluation area, bold and underlined words
for emphasis to help the judge read quickly; sometimes they only have 15-20
minutes for each project.
II. Description of the store.
Describe the store you have chosen. Where is it located? If in a mall,
describe the mall and the surrounding area. Include demographics of the
area, the image the mall portrays. Describe the atmosphere of the store,
its products, and its target market (primary and secondary). Describe its
size, the number of employees, the image it conveys, price lines of products,
brand names of products, etc.

III. Objective(s) of the campaign (minimum of three).

In this section, you need to have the main idea for your campaign. One of
your objectives should be to increase sales (realistically not more than 10%)why else have a campaign?
Are you trying to expand or penetrate a target market? Change an image?
Increase the market share? Are you introducing a new line? Promoting a
season? What is the purpose of this campaign?
Keep in mind that a campaign can only do so muchkeep your objectives
realistic and measureable! If you cannot measure the results somehow
then it is extremely difficult to determine if this campaign is successful.
IV/Schedule of events-Promotional activities must include the following:
Be specific in this section with where and when these events will take place
within your 1-4 week promotion. Make sure your activities are realistic for
one store (budget-wise), and focus on reaching the target market and
fulfilling the above stated objectives. State the specific day of the month,
make it sound as realistic as possible. Remember for everything you want to
do here you MUST pay the price for it in your BUDGET. Judges love to look
at your financials and make sure you have everything planned.
a) Special events (example: fashion shows (customers as models,
students from local high schools as models), demonstrations, VIP
night, mystery coupons, drawings for a prize, DJ for the day, have a
designer come in for a day or local celebrity, local charity activity,
anything that will draw the customer in)
b) Advertising (example: paid/co-op ad in various types of media) be
sure to look at what will work the best for your store, not just what you
like or what is flashy. Get real prices from radio stations, newspapers,
magazines, billboards. Remember these judges work in this industry
and can tell if you just made up a price.
c) Display (example: interior and exterior)
d) Publicity (example: press releases sent to various types of media)

e) Other in store activities (example: involvement of sales employees,

monthly sales meeting, employee sales contests, etc.)
V. Responsibility sheet (assigned positions and activities, etc). Outline
exactly who is responsible for everything that will take place that month
starting with the manager, then you as the assistant manager, then the
sales associates. Try to think of every detail that needs to be done for
the campaign. Look back at section IV and make sure you have every
detail assigned to someone.
In this section, list who is responsible for each of your special events listed
above. What will the store manager do, the assistant managers, the sales
associates, etc.
VI. Budget-detailed projections of actual cost, Section IV, a-e.
List the specific costs of your promotion-all the special event associated
costs. The budget allocated for the promotion is based on last years (or a
recent years) sales. Multiply that figure by (2-10%) and divide by the
number of weeks in your promotion. One important thing to remember--If
you say you are increasing sales by a certain percent and you are spending
more than that percent on your promotional campaign then you may need to
take another look at your expenses.
VII. Statement of benefit to the retail establishment.
This section basically restates the objectives of the campaign. By doing this
and that, we will have Again, make sure your objectives can be measured.
Include here ways to know that the promotion would be successful. (Sales
have increased customer surveys, focus groups, etc.)
VIII. Bibliography
You may want to include any personal interviews with store managers,
corporate managers or merchandise managers.
IX. Appendix
The Appendix is optional and most of the time you may not have room for it,
but this is a great place for any photos of the store or merchandise if there
is something outstanding you want to show the judge.