1. Promotion

module 1. Lesson 1.

In our first module of the course “Fashion English” we will get acquainted with the commercial sphere of fashion. Certainly, advertising is a key point in marketing now. Fashion marketing is one of the major contributors to the growth of the garment industry which is related to fabric, buying, selling and marketing. Moreover, it has a positive effect on brand promotion and their awareness.

1. First and foremost, I would like you to think about your favorite designer or brand. Which marketing and advertising channels do fashion brands use to promote their products? Write a short explanation (2-3 sentences) of the points you have written. Share your ideas to the Google Docs file here.

In most cases, the success of an advertising campaign consists in maintaining and demonstrating current trends, which is why brands have large PR teams to support the brand.

READING

2A Do you know the brands in the picture? Why do you think they are successful in the fashion world?

2B Read the article about Zara's marketing and advertising strategy:

https://en.esloganmagazine.com/marketing-and-advertising-strategy-of-zara/

Look through vocabulary units that might seem unfamiliar for you from the article. Find the definition of these words (you can use the Cambridge dictionary) and make up one sentence with each of them. Attach it on Google Doc file here.

2С Read the article again and answer the questions.

What are the main competitive advantages of Zara?
How many days does Zara need to launch the new trends in the market?
Where are Zara stores most often located?
What has a fundamental role in the presentation of new collections?
Does Zara use famous models to promote the brand?

Add you answers to our Google Doc file.

2D Complete the sentences with the correct form of the verb in brackets. Click here to link the assignment to the Google Classroom.

3. Prepare a monologue about possible trends that the brands presented in the pictures use to promote their brand. How can we use them? Record and send your monologue under the post on Telegram channel here.

Lesson 2.

1. Match the expressions with brands to the definition below.

2. You probably know that there are variety of the English language, so certain terms may also differ in the fashion industry. Let's analyze the variability of British English and American English. Read the expression and listen to its use in speech. You can find the definitions of words on this file here.

1. catwalk show (BE) 1. runway shows (AE)

Catwalk shows interspread with all sorts of other attractions. (12:08)

I wanted to make sure we had time to run the runway show. (26:43)

2. advertisement (also ad, advert) (BE) 2. TV commercial (AE)

This is regular advertisement in the London underground. (27:08)

So instead of doing a TV commercial, I'm gonna do a viral video on YouTube (1:13)

3. homeware (BE) 3. housewares (AE)

Primark homeware section is really great at the moment. (0:51)

...a chain of the department stores selling high-end clothing and housewares. (0:40)

4. lingerie (BE) 4. intimates (AE)

Tell jokes in lingerie. (7:25)

Her lingerie range, Elle Macpherson Intimates, has sold around the globe.

5. nightwear (BE) 5. sleepwear (AE)

It works the other way around too though- you can bring yourself a lot of joy just with your favourite drink or some pretty nightwear.(4:10)

Once you have your sleepwear dialed in you can try doing some light exercise to get your body temperature up before you go to sleep.(2:50)

Lesson 3.

1A Look at the quote and discuss it.

What is the main idea of this quote?
Do you agree with the businessman's opinion?

"A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is." – Scott Cook

(American billionaire businessman who co-founded Intuit and director of eBay and Procter & Gamble)

Listening

1B

Listen 4 dialogues between brand manages talking about promoting their brands.

Track 14.mp3

Download and do the exercise provided in the file. Send completed tasks to the following email address: diliarahsv@gmail.com or via Google Classroom.

1C Fill in the desk: https://app.popplet.com/#/p/7572756 and think about which of the ideas given by brand managers would be the most effective or interesting? Write your version to the board.

2. Create your own brand logo for any product.

Use Animaker.com in order to create animated video of your brand logo or use https://logomaster.ai/ru/ , https://logoza.ru/ , https://supa.ru/?p=278923 to create a photo of logo where you give a brief description of presented product (5-6 sentences). Try to make a catchy slogan for your brand.

Congratulations on finishing Module 1. Feel free to move on to the Module 2