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... boutiques (or shop-in-shops) versus advertising and promotions in general, upscale department stores. Knowing and understanding the ways Eileen Fisher (EF), Donna Karan Inc. (DKI) and St. John Knits Inc. (SJKI) successes and failures in advertising provides a powerful lesson for other potential boutique owners when making decisions about where to advertise, the ways they can advertise, and the most effective ways they can allocate their advertising money.
The expectations of the study prior to conducting the research were that: 1. Eileen Fisher, Donna Karan, and St. John Knits would all advertise in similar fashion magazines because of the similarity of their target audience’ ...

... on advertising as a means to spread it message. In 2001, the company spent $15 million on advertising, which is $3.7 million, more than SJKI spent in 1999 on advertising. St. John Knits earmarks between three and four percent of its volume to fund advertising initiatives. Neil Kirk has been the photographer for the past 11 years. Every six months for two weeks, the core team of ten, goes on location with nearly 100 outfits. One of the concepts behind the ad campaigns is to take the consumer to a place she hasn’t been, usually an exotic destination or lifestyle. Ms. Gray and ...

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