Oxford Fashion Week uses a small ammount of sales promotions; they do not use the ‘win’ or ‘save’ techniques in promotional sales marketing. The only format of the sales promotions tools they do use is the cause related tie in and the ’free’ option. There are several exhibitions such as the photography exhibition and the ‘Oxfords fashionable night out’ which are free to attend. The fact that it is free is not exaggerated or advertised in a very promotional way, it is written into the text and not made a big deal of. The fact that these events are free may be a great pull force for the event but it is not utilizing it to the full potential.
The other form of sales promotion that Oxford Fashion Week is using is the cooperation they have with Macmillan Cancer Care; this is the cause related factor. Macmillan are working with Oxford Fashion Week in one of the catwalk shows and are exhibiting some of their clothes, all the proceeds from this show will go to Macmillan, this is a prime pull aspect of promotion which will encourage visitors to attend as they will be feeling good that they are helping a charity whilst enjoying the show.
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