stylesmart.com is pleased to welcome Lois Beery of Millennium Fashion Services as Contributing Editor to stylesmart.com's Retail Trend Reporting and Consulting Services.

As a former buyer and merchandiser, Lois Beery brings over thirty years of fashion experience to Millennium Fashion Services (MFS). Lois' background includes an extensive tenure within the 'majors' and the specialty market.

Whether you own a specialty store in a small town, are a buyer or merchandising manager at one of the department store giants, or are a designer/manufacturer, MFS offers personalized services tailored to individual needs that will ultimately improve your bottom line.

Building your Brand on a Budget

By Lois Beery, Millennium Fashion Services

This feature focusses on getting the most out of your marketing and advertising dollar while building a positive and lasting market reputation. Both retailers and designers will find informative and proved strategies and tactics for generating brand visibility and sales in our tenuous economic climate.

To begin, determine your budget or 'Plan your Act and Act your Plan'. You'll want to set optimistic but attainable goals over a 12 month period to test and executed adertising initiatives. Be sure to calculate and analyze the results of a specific campaigm so that you can improve your outcome over time.

And now the 'To Do's':

• Run many small print ads over a long period of time instead of one big, expensive ad - remember frequency!

• Target local magazines, journals, and trades, if applicable, for your advertisements - be sure to include specific information, including timing of: trunk shows, promotions, visiting experts, and special events.

• Develop a frequent shopper or Loyalty Program. Remember, your best customers are those you already have!
  • Case Study: Retailer, Chico's has been enormously successful with this type of program and continues to astound the industry and Wall Street with its growth and earnings.

• Go on the Speakers Circuit! Offer to conduct seminars at local office parks or community locales. Focus on seasonal shopping, make-overs, and other fun events that draw interest and crowds.

• Run a competition for local art students by contacting your local arts institutions. Offer a prize and showcase of the winner's work. The competition could involve a new store logo, a window display, or an up and coming designer's collection. Support the next generation!

• Capitalize on existing community organizations and events - donate time and resources for FREE publicity at these events.

• And as you may already know, FREE has a powerful connotation. Be sure to thank your loyal customers with a FREE give-away for referring their friends and associates. This makes everyone happy!

Finally, track your results. Set forth your plan and determine growth in metrics such as new customers, repeat customers, revenues, growth of mailing list, phone inquiries, etc. Any action that can be traced to a subsequent reaction should be identified. Determine what works for you in your community and grow your strategy and initiatives from your successes.

Best of luck and Happy Savings!

© J.L. Beery

To learn more about Millennium Fashion Services and how they can help contact stylesmart.com at retailservices@stylesmart.com or 1-877-427-4464 or visit www.mfashions.com.

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